Naudic creator Emma Puttick reveals the workings of her luxe bohemian brand.
The concept for Naudic came about when:
I was working in London (as a scientist, no less!). The bohemian styles of the Portobello Road markets were where I first got the taste of what has become the Naudic look. Add influences from travels through Sweden, India and South-East Asia and you have a label that’s bright, fun and eminently wearable. Since Naudic’s first line of simple cotton embroideries in 2008, the brand has grown into a vibrant fashion powerhouse releasing three collections annually; spring, summer and autumn/winter. Naudic is now represented by hundreds of stockists across Australia, New Zealand, Scandinavia, South Africa and the United States.
Naudic is targeted at women who:
Combine the fullness of life, work, family, entertainment and travel – and love every minute of it. Naudic’s signature look is bright cotton prints, funky embroideries and quirky trims, so a playful sense of style is a must. In recent seasons, the Naudic family has added two diffusion labels to allow for even wider audience. Vintage by Naudic; dreamy and understated. This label features whimsical laces, georgettes and linens in a neutral colour palette that’s effortless elegance is hard to resist. Then Naudic Resort; refreshing and free. Inspired by beauty and passion; these pieces add an easy glow to each day.
But wait, there’s more: loungewear, homewares, shoes, block-colour basics and accessories are all part of the Naudic mix too.
The brand’s point of difference is:
Akk about making a statement; known for its signature bold prints and unique use of trims. Adding multi layers of pom-pom tassels and laces to the hems of silhouettes- it’s the attention to detail and small touches that create that point of difference. There’s even pre-season style planning to show how you can mix and match different stories to create your Naudic look. The passion, laughter, love and life behind Naudic continue to shine through into the garments, and will never cease to be how the label dares to be different.
The collection at Fashion Exposed will include:
The autumn/winter collection and the exciting season launch of spring 2018! Luxe florals, jewel toned Ikat prints and tribal flair is the theme for the upcoming autumn/winter range, designed to stack layer upon layer, to keep you feeling cosy through the chilly months.
My favourite piece from the collection is:
The season favourite at the moment – the Sangria Skirt. And with a name like it, who wouldn’t enjoy it?! The flamingo ruffle vibe radiates happiness and just feels so much fun to wear. .
The wholesale price points for the range are:
For Naudic and Vintage by Naudic, they sit between $45 – $95. The Naudic Essentials range and Naudic Resort range both happily sit under the $40 mark.
The fabrics and colourways include:
Quality cottons, but also beautiful laces and georgettes for a finer touch, alongside a new addition of linen. The colourways vary each season, but an all-time fave is the navy and white story, and then of course the signature brights. No collection is complete without a new bold and crazy print!
It is manufactured in:
The Naudic factory in Delhi, India. With a team so wonderful, they’re like family. All of the fabrics, prints and trims are sourced from around Asia and inspired by never-ending travel around the world. Local towns and people, cultures and stories: – they’re who and what are to thank for the Naudic brand continuing to be inspired by unforgettable adventures.
Naudic is currently stocked at:
Beautiful independent specialty stores around Australia, New Zealand, South Africa and USA. Naudic is now also being represented in Anthropologie and Neiman Marcus in the United States. The full stockist list is available at: www.naudic.com/stockists
I predict the biggest trend this year will be:
Sleeves: the size of the sleeve, the detailing on the sleeve and new lengths. Extravagant embroidery work, multi-layers of ruffles, or big oversized cuffs in a painter’s shirt. Oh and the layering! Get ready to be pairing back a printed slip under a boldly detailed jacket, or a kimono patch robe that can be tied at the waist with striking detailed belts. People want to see pieces with an expression of beauty and passion- in the thought that has gone into combining prints, trims and handiwork