Australian owned women’s fashion brand Kookai has released a sleep and lingerie range as part of a continued expansion in the Australian retail market.
The decision to create the new collection was reportedly driven by the brand’s observations of how their customer was shopping their collection, Kookai’s new creative director Bianca Vagner-Cromb said.
“Over the years we’ve introduced breadth to our collection with new categories of loungewear, home scents, swimwear and more,” she said.
“We can see our customers building a connection and affinity with Kookai in such a way that they want to style more of their everyday with us.”
The collection covers 23 styles across seven colourways, including fabrications such as Mulberry silk, lace and modal jersey. Price points range from $45 to $280.
Kookai’s Melbourne-based design team worked closely alongside a sleepwear and lingerie specialist to develop the range.
“We used to think of our collection largely in terms of offering distinct categories of everyday basics, highlight fashion pieces, and accessories,” Vagner-Cromb said. “As trends have changed we’ve seen the lines and rules of fashion blur with loungewear becoming daywear, corporate styling become occasion wear, and our customers really exploring their own freedom of expression.
“This collection was very much designed to be seen, with lingerie pieces styled under open blazers and sleep sets wearable as lounge or daywear.”
The creative director also revealed that this category expansion is just the beginning.
“We’ve been developing some new products in categories outside of fashion, that tie in with the life and style of our customer,” she said. “We’re excited to share these soon, and to keep evolving the ways to shop with us.”
The range goes live from 5pm on September 5 online, and will be stocked in selected boutiques in Australia and New Zealand from September 6.
Kookai operates 49 retail stores in Australia plus retail stores in New Zealand, New Caledonia and throughout Europe