Lara Parker- from stall to boutique

Although the shift from a Aotea Market stall to her boutique at the corner of Remuera and Market Roads is only a short distance as the crow flies, 32 year old fashion designer Lara Parker has come a long way.

After four years from her fashion label’s beginnings in Aotea market as Eden 210, Parker set up shop with her beautiful, feminine pieces with an urban edge in the Newmarket boutique in 2005. "It reminded me of the markets today” she laughed, having just set up the racks for her 07/08 showing.

"When I design I go through a cute phase then rebel and go the opposite way" Parker says. "I’m always feminine though- my label is definitely all about how the woman’s body looks and the female form."

"My range is for me" she says with her hands on her tiny hips. I start baggy and then I tailor it in. I love high-waisted as it accentuates the hips and looks so womanly. Even my hoodies at Eden 210 had waists!"

Lara really, honestly knows her customers. She makes clothes with different shaped women in mind. "I do a size 5 for Asian customers which sells very well. And the Gathered skirt ($189) is great for small-waisted but larger-hipped girls."

The Eve mini-dress in coral has a pretty fabric bow on the bust. "Most dresses are lined; it makes them more substantial. It doubles the fabric and labour so you’re getting two dresses for one!" she laughs. "I am very fussy with fabrics, spend a lot of time getting them right. Each colour has its own lining, you see it show when you walk and sit down."

"It’s important to retain customers. I take them on a journey. I’ve been at the shop two years and they say, “I got this 1 ½ years ago, and now it’s really in and hasn’t dated at all!”

Lara Parker is Auckland's best-kept fashion secret, but that's all about to change as this label is in its next growth stage and about to take off in the nation's consciousness. "It’s the right time to put the word out about!" she says. And we're sure we'll be seeing pieces of Parker around town a lot more, very soon. I've got my eye on a gathered skirt...

Lara Parker
7 Remuera Road cnr Broadway Newmarket
Ph 09 522 1432
www.laraparker.co.nz