Spanish fashion giant MANGO takes New Zealand's JAEHA global

23 year old New Zealand fashion design star Jaeha Alex Kim recently returned from a whirlwind trip to Barcelona, Spain where he presented a collection as one of ten finalists selected by Spanish fast fashion giant MANGO to compete in the second edition of the El Boton-MANGO Fashion Awards, one of the biggest initiatives supporting new talent in international fashion today.

Although the major prize of €300,000 was won by fellow Korean designer Lee Jin Youn, the JAEHA collection was so loved by the jury and representatives from the Spanish fashion giant that they have selected it to be produced alongside that of the winner and distributed internationally in their 2000 plus stores - a sure fire passport to sartorial stardom.

As an example of the sheer size of the audience that Jaeha Alex Kim's designs will reach, there are 1250 Mango stores in Spain alone, with around 10-20 being rolled out around the world every month.

Called “Playfully quirky, yet darkly feminine”, the JAEHA collection for MANGO Winter 09/10 is based upon ideas taken from his Air New Zealand Fashion Week 2008 collection “Call me princess, my daddy said so” which have been expanded and tweaked for an international audience.

The collection includes versions of the silk georgette/satin dresses and tops that the JAEHA name has become synonymous with, as well as a raincoat, denim with shattered glass panels and worsted wool jackets. The colour palette is also typically JAEHA, awash with greys, graduating shades of pink and red, white and black.

The young designer has been humbled by the experience of competing on the international stage and having his work judged by a jury that consisted of names like legendary designer Oscar de la Renta, Nina García, Director of Marie Claire USA, Laura Larbalestier, Head of Sales at Selfridges, 80's supermodel Jerry Hall and Damián Sánchez, Managing Partner and Creative Director of MANGO.

“Just to be named as one of their top 10 international finalists was amazing,” says the young designer, “and even though I didn't win, I got so much out of the trip and it will definitely change how I proceed with my label internationally. Then when I got home and they called to ask if they could produce my collection for their stores anyway, I was just speechless… It is an amazing honour and a huge step for me as a designer.” 
 
Photos: Intro image Kevin Robinson, Main image Michael Ng, at Air New Zealand Fashion Week 2008 in St Matthews in the City, Auckland.