Young guns out to conquer new ground for Simona

Australian designers Jackie Recek and Christe Zaknic are overhauling Simona's diffusion line.
The company's newly-appointed designers, both aged in their 20s, said they are looking to reposition the brand to target younger consumers. Previously offering a basic denim and separates supplement to the Simona and Simona Sport collections, the line has now been injected with a range of cocktail dresses and caplets.
Sourcing inspiration from the Greek Islands, summer "We wanted to design dresses that are transitional, that could be worn through the day and transformed with cute accessories to take you into the night," she added. "Our market is young, social and loves to have a few dresses in her closet."
Priced between $169 to $299, the dresses are manufactured in Sydney and are made from cotton, silks, polyester, cotton/sateen blends and cotton/polyester blends.
Recek believes by giving the line a more youthful edge, the Simona brand is set to grow as a womenswear label.
"Each generation is catered for with the addition of this updated Diffusion label. Now a grandmother, a daughter and a grand daughter can all shop at Simona."
PR Representative for the label, Annike Jarvis is also confident that the new direction will be well received by consumers.
"Diffusion by Simona believes there is enough cheap, fast fashion in the marketplace and Christie and Jackie are their target market. They are aware, through their own research, that there is a demand for better quality fashion targeted at their age group."
The new line, available at select boutiques and Simona stores launched earlier this month.