Quiet luxury – we all want it. A trend underpinned by understated elegance and sophistication (as opposed to ostentatious displays of wealth) is driving consumers to opt for garments with a focus on simplicity and refinement rather than excessive branding or embellishment. A name to know who is mastering this space is New Zealand designer Reine.
Led by Fleur Clarke, the brand’s focus is on creating premium statement pieces for those who value and invest in quality clothing. All of Reine’s garments are handmade in their Herne Bay Atelier by a small team of skilled professionals. The permanent collection styles are produced in limited quantities, while custom and made-to-measure options are available for quicker turnaround times. Unlike fast-moving brands, Reine’s winter and summer collections are available throughout the year for the convenience of travellers – and it’s surprising how well they perform off-season.
“We sold more winter clothes in December than in the coldest part of winter, especially our Manon Cape. Our customers were travelling to the northern hemisphere to reconnect with family, and they didn’t want to get off the plane without being prepared,” says Clarke.
Clarke, who comes from generations of fashion industry experience, took a break after 12 years of pattern-making for New Zealand couture and high-end fashion houses before deciding to launch Reine.
“My own design aesthetic leans towards contemporary minimalist luxury,” says Clarke. “Art, architecture, and interior design are hugely influential when I’m designing. The characters in the books I’m reading also can spark a design narrative. Mostly, designing is an instinctual process for me,” she says.
“I personally have always been drawn to the statement piece – ‘those shoes’, ‘that coat’, ‘that bag’ – the quality investment pieces that make an outfit, and tend to still be a favourite for years.”
Clarke’s career started with master tailor, Adrienne Winklemann where she developed her skills in complicated pattern making and cutting before moving to full scale manufacturing with Kate Sylvester in the early-2000s. and eventually began contracting to various New Zealand high-end designers.
“I come from the school of ‘less is more’, so with that in mind, I concentrate acutely on refining the silhouette, fit, fabric choice, tailoring, quality and construction,” says Clarke.
“The styles are modernised silhouettes of my favourite pieces that I have designed and remade over the years, or styles that I wished I had in my own wardrobe. I’ve been a super social working mother all of my adult life, and an avid traveller, so I am designing for people who have diverse and multi-faceted lives.”
For Clarke, lockdown in 2020 was the starting point of defining her business. “Over this time I covered brand development, website build and content, costing analysis spreadsheets and production spec sheets, designing and pattern making 110 styles which I later refined down to 20 for my debut collection.”
“[There were] many long days and nights spent sewing toiles, cutting samples, having fittings, sourcing local manufacturers and machinists, branding workshops and finalising the range.”
Like many others, Clarke would like to contribute to the preservation of tailoring and the New Zealand-made industry in general. “With this in mind, I have only used fabrics and components sourced in New Zealand and will only manufacture locally.”
Clarke cites Reine’s primary focus as designing and craft of premium garments and to be ultimately to be recognised as a homegrown luxury brand continuing traditional tailoring practices.
Reine offers in-person showings of their collection in their Auckland Atelier with the option of virtual showings. Reine is available to shop online at reine.nz and ships internationally.
