CATHERINE THE GREAT LIVES!

In just four years Catherine Deane has religiously perfected a brand that is set to convert globaly. TERRENCE BRAY speaks with Catherine to discover her mission.

Born to Lord and Lady Robert Fitzmaurice Deane, an Irish family steeped in centuries of antique history, the origins of Catherine’s love of beautifully crafted and embellished clothes becomes clear.

Her unique style, feminine, spiritual, emotional and honest, reawakens forgotten and lost craft techniques yet retains a refreshingly youthful, contemporary edge. As if suspended in time, there is a feeling that her dresses float through the ages like ghostly vampires that bring a world of experience with them, but slip seamlessly into modernity.

Essentially occasion wear at the core, Catherine Deane draws inspiration from antiques, art, architecture and music. It is no surprise that the fabrication of the garments affords an equally luxurious and refined quality. French lace, silks and Italian cotton tulles shroud the wearer in precision cut clothing with intricate detail, the result is surprisingly effortless perfection.

Catherine Deane is old Hollywood glamour packaged for the hot young screen sirens of today.

The success of this London based brand does not rest on the creativity alone. Like life itself it relies on balance. There is a very serious and professional business brain that drives Catherine Deane and not unlike the product itself, it pays attention to every detail. You can sense real passion in this product.

In a brief Q and A, Terrence Bray – Fashion Editor - gets a sneak preview as to where the brand is headed, and their opinion on current situations facing creative industries in general.


TB: What are your views on the so called “death of luxury” trend?

CD: Luxury has been an overtraded “word” or “category” in recent times. Defining the term is difficult as some consumers find luxury in the price – something being reassuringly expensive must mean it’s good. We however believe that if you product is special, unique and fair value, you will build a long lasting relationship with your retailer and end consumers. All women at some stage of the year need a special dress and to feel desirable – a dress that needs to the transcend the Luxury category, and our brand fits that need.

TB: Has the current global economic situation affected your business and how?

CD: All levels of retail have been affected. Stores have reduced inventories and new or startup brands are being sidelined for established brands that have proven sales prospects. Our product however is very good value in our category so our business has grown with key customers who are now working with reconsidered budgets. The economic downturn is going to clear out the clutter. Only the most organised, established and unique products will prevail.

TB: What are some of the challenges your business faces generally?

CD: The fashion industry has been, and will always be a very challenging category of business. Given its fickle trend driven imperatives – our key challenge is sales distribution to new markets which drive growth. Fits and styles need to have a global appeal.

TB: Who is the “Catherine Deane woman” and have her needs changed since the inception of your brand?

CD: The core of our line is the long dress set of the collection. The needs are unchanged – our woman wants a classic dress that is a perfect fit, distinctive, memorable and special. Never faddish or disposable!

TB: What direction is “Catherine Deane” taking, and where do you ultimately want to see the brand?

CD: Our new Autumn Winter [AW09] collection in development now to show in New York, London, Milan and Paris in February 2009 will feature a deeper set of longer evening and occasion wear dresses, as our longer dresses outsell our daywear significantly. The brand we would like see in the top one-hundred stores worldwide that showcase a portfolio of labels that we admire. Recently we visited a customer in a prestigious neighbourhood of Athens. Their store is very sophisticated in its purest showcasing of beautiful product. In that environment we were one of only five brands stocked – showing alongside Christian La Croix, Ellie Saab, Oscar De La Renta & Valentino. It was a special moment and recognition for all the hard work.

TB: What inspired the current collection?

CD: The inspirations for each collection are always founded in the classics, craft, arts and antique tailoring references; we re-interpret these in contemporary ways with fresh colours and fabrics each season.

TB: What do you love and hate about this industry?

CD: We love the women and customer who truly understand the craft, quality and tailoring of the collection. We don’t accept or buy into the “drama” of the industry in general. The focus is always 100% on the product and not the industry and we believe there is a woman in every city of the world who will find virtue in what we do.

TB: Who would “Catherine Deane’s” quintessential brand ambassador be and why?

CD: Either Kirsten Dunst or Keira Knightley – both uniquely stylish & interesting in their own persona way. They are natural beauties, truly modern women, and yet humble in their fame.

TB: Thanks Catherine!

http://www.catherinedeane.com