Aussie Designer's Us Collection Hit

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4th October 2010, 06:03pm - Views: 630

Misc Miscellaneous Dana Mathers 1 image

Media Release

03 October 2010


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.

Misc Miscellaneous Dana Mathers 4 image

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


“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.


Ray Sparvell. Mob: 0413 051 247. Email:

Director Communications and Marketing


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