We are very excited to exclusively launch Melbourne label Kuwaii's SS 14/15 'Rationale' campaign.

The collection, which is inspired by the Golden Ratio–a mathematical equation for beauty that can be found in nature and art such as Dali and Da Vinci– is an exercise is delicate pastel, original prints, and refined feminine shapes.

Kristy Barber, the label's head designer, explored the mathematical equation in her pattern making to create the perfect proportions for the female form. The concept of mathematics also followed through into design elements such as the sheer angled detail featured in the 'Theorem' skirt and dress.

When I asked if these perfect proportions were achieved by using the golden ratio Barber comments; "Investigating the golden ratio inspired us to look at the proportion of each of our garments and really analyse the power that this can have on both the aesthetics of the design, and how it looks on the figure. We have always been interested in the proportions of our pieces - that’s something we pride ourselves on, so it was quite interesting to look at it from a new, mathematical perspective. As far as saying we created the perfect proportion, we like to think so!"

So how important is the girl who wears the clothes if the clothes have theoretically been designed to create beauty?

"In looking into the golden ratio we were looking at the proportions of beauty for each garment, and how each design line, tuck or dart as well as the most tiny tweak in hem length or armhole curve can change the overall look of the garment and how it flatters the human body. In our opinion the girl and how the piece is worn is always the most important part of the garment! The charm and charisma of the wearer is the true beauty in each piece of our clothing and what brings each item to life," Barber responds.

The collection's print–Kuwaii's version of the stripe– was developed by in-house graphic artist Lauren Cassar – is the classic stripe re-worked into a more organic, hand painted approach. This print also aligns with the brand's ethos, to remain individual but still timeless, the "Kuwaii touch". Barber explains; "it [the stripe] has the Kuwaii touch, whilst still feeling timeless–which is an important element to the Kuwaii ethos, creating clothing that is built to last, rather than trend-based pieces that can be quickly deposed of".

So who is the Kuwaii girl this collection and where is she wearing these pieces, Barton believes she isn't a conventional one, she is a beauty both striking and unique.

"The Kuwaii girl is a striking beauty but not a conventional one. She’s a girl who thinks about things just a little bit more, she has a conscience. She looks for an alternative to the mass market for her food, fashion, art, music - and she seeks things unique, beautiful and simple. We see the Kuwaii girl wearing her pieces for cocktails after work or a candlelit moment, or for riding a bike, or to picnic in the park. Most importantly she treasures her Kuwaii pieces - they become part of her life and invested with her memory."

Two new shoes styles were also introduced to the label in this collection with the inclusion of a cork mule and a slide. And some even more exciting news? Kuwaii is set to open a second store on August 1st in the Cathedral Arcade off Flinders lane in the city.

http://kuwaii.com.au

Words/ Jamie-Maree Shipton