Renowned fashion designer Rebecca Vallance unveils her inaugural denim line featuring 15 versatile pieces, set to debut online and in stores across Asia.

Rebecca Vallance, the prominent Australian fashion designer, is set to make her mark in the denim landscape with the launch of her inaugural denim collection. The collection, which consists of 15 pieces, will be available globally online and at all Rebecca Vallance stores across Asia starting Monday.

Vallance, known for her signature tailoring and craftsmanship, has crafted a range that includes high-waisted straight-leg jeans, tailored flares, fitted denim dresses with cinched waist details, strapless denim tops, oversized aviator denim jackets, and a modern tailored denim blazer. Prices for the collection range from $285 to $570, appealing to a broad spectrum of consumers seeking high-quality denim.

“The goal for me is not only to make each woman feel her most beautiful self wearing the pieces in the collection, but also to dress her through the day in all facets of her life, whether that’s waking up and racing the kids to school in the morning, going to work or catching up with girlfriends for lunch. That definitely means wearing denim jeans at some point,” Vallance said during a call from Australia.

The collection features six jeans, four dresses, two tops, two jackets, and one blazer, crafted from high-quality denim offered in three core washes: washed white, mid-blue, and dark indigo. Speaking on the design direction, Vallance emphasized her desire to maintain authenticity in her brand’s evolution while acknowledging the demand from her customer base. “I’m not always dressed up to the nines, and it’s a natural, authentic evolution of the brand. It was something our customers were definitely asking us for, and we wanted to do denim in our own way,” she noted.

With 60% of her business conducted internationally and 40% in Australia, Vallance has been expanding her physical presence, with plans to operate 13 stores in Australia by May. The launch of this denim line follows a direct-to-consumer model similar to her earlier bridal collection released after the COVID-19 pandemic. “I always like to launch new categories with our direct-to-consumer model,” she added.

When asked if she would chase current fashion trends, Vallance expressed her commitment to creating designs that resonate with her brand identity rather than simply following fleeting styles. “Look, I don’t love the whole trend space. I want to be relevant, I want to be modern. I like to do what is authentic to Rebecca Vallance, to the brand. I think the customers appreciate that,” she stated.

The collection will feature styles such as skinny leg, flare, and wide-leg jeans, complementing the overall theme of incorporating sex appeal with a hint of 1970s denim aesthetics. “I think I wanted it to have that sex appeal. We definitely have a nod to ’70s denim with the flare,” she mentioned, discussing her design inspirations.

Vallance has tapped American photographer Pierre Toussaint to capture the campaign, featuring Australian model Lulu Wood, known for her work with Tom Ford. “We were thrilled to get her exclusively. She’s Aussie and she’s killing it at the moment,” Vallance remarked.

In terms of business performance, Vallance shared that her brand has experienced significant growth over the past year and a half, with expectations of a 35% increase in business by the end of June compared to the previous year. “Eveningwear is doing great. We’re having callouts for more and more gowns,” she noted, indicating a diversified product offering, including a new knitwear capsule.

Vallance places a strong emphasis on customer feedback, reading end-of-day reports from stores to gauge performance and preferences. “How we ended up doing gowns was Net-a-porter saying to me, ‘I think you should do gowns.’ And I said, let’s try it,” she explained.

Since its establishment in 2011, Vallance’s brand has reached a wide audience, being available at notable retailers such as Net-a-porter, Mytheresa, Neiman Marcus, and Nordstrom, and has garnered attention from a host of high-profile celebrities.

Source: Noah Wire Services