Media Release
03 October 2010
AUSSIE DESIGNERS U.S. COLLECTION HIT
AUSTRALIAN fashion designer Dana Mathers has returned from the US with another
hit on her hands after the launch of her second season collection.
Mathers now has more than 100 stockists in the US after a little more than 12
months and her American team projects there will be more than 200 by the end of
this year.
She has also been credited with leading a major fashion trend with the
reinterpretation of the high-low style through her best-selling Cassie gown. Stars
seen wearing high-lows in recent times have included Christina Aguilera, Victoria
Beckham, Jessica Alba and January Jones.
“I had an overwhelmingly positive response to my new collection in the most
tangible way – written orders. Accolades for design are fantastic but they must
translate into bottom line results,” Mathers said.
Her new collection is inspired by the glamour of the red carpet and key pieces drew
applause at runway shows and queues of eager buyers.
Highlights included the Tyra, a one-sleeved creation with a crystal encrusted
shoulder in curve hugging, fashion forward black velvet; the Mira, a full length gown
completely covered in small mirrored tiles; the Diamond, featuring 9000 crystals and
a detachable train; and the best-selling Cassie in new season colours of Leopard
print, hot pink and cobalt blue.
Now, the indefatigable Mathers is turning her sights a little closer to home.
“I have always been equally interested in the Australian market and have my sights
set on expansion into the eastern states. I’ve been a successful retailer in the Perth
market for about 15 years. My store is gorgeous and I’d like to bring that concept
and the glamour of my gowns to Sydney, Melbourne and Brisbane and the other
cities.
“I have visitors from the eastern states in my store all the time and they ask me why
I’m not in Sydney and Melbourne. They get really excited and tell me there’s nothing
like my store there and that my designs would be a hit,” Mathers said.
“I’m working with consultant strategists to determine the best model to migrate the
business east.”
In the meantime, Mathers has new collections to research and design ahead of a
planned promotional visit to her leading US retailers in January.
“It will be my opportunity to repay them for their support and loyalty. I’m really
looking forward to seeing more of the states – and getting boots on the ground
feedback,” Mathers said.
FOR FURTHER INFORMATION
Ray Sparvell. Mob: 0413 051 247. Email: rsparvel@bigpond.net.au
Director Communications and Marketing
DANA MATHERS
NEWS 
