Country Road welcomes a big sister (and brother) in new label Trenery which recently launched. Named after CR’s first offices, situated on Trenerry Crescent in Collingwood since way back when, the label aims for a more mature clientele who are often overlooked in the fashion stakes. The idea is to take the classic, easy styling of CR’s iconic pieces, pare them back and shift the shape to suit an older body and style.
Though I’m far younger than their target market I could easily see myself in a few of the pieces, particularly the trench coats, the shirt dresses and wedge heels. The colour palatte for their debut collection is also timeless; navy blue, soft black, white, red, grey and neutrals. Trenery maintains that same easy yet chic aesthetic of its sister label and is simplified even further so pieces are great for pairing with statement accessories. It is the very realisation of “smart casual”.
Designer Sophie Holt seems to be moving her career along almost in sync with her life trajectory. From designing for Sportsgirl, Witchery and Country Road she now takes on a new challenge with Trenery. Now I’d love to see more of the pieces on the target shopper! They cater for sizes 8 through to 18 which is handy too.
The first Trenery store in Victoria opens today at Highpoint today. If you are nearby (or perhaps your folks need some new threads or some gentle wardrobe guidance) pop down from 6 to 9pm this evening or tomorrow evening as they will be celebrating with a few glasses of wine and in-store styling. A second store will open in the revamped Chadstone shopping centre in November.
Warm words by Sarah Willcocks
Images courtesy TreneryTags: collingwood, country road, spring summer 2010, trenery