Instaworthy: Ketz-ke's winter collection takes a 2.0 real girl approach

Tuesday 29 March 2016, 11:50AM

By Undertow Media


Ketz-ke is taking to the social stage and incorporating real, fun loving personalities to showcase its winter collection “This Is Me” via New Zealand’s first Instashow.

The collection, shot editorial style by fashion photographer James Lowe alongside five influential New Zealand women known for their individuality, will launch in full exclusively on the brand’s Instagram (@ketzke) on Wednesday March 30.

Collaborators on the project include model and blogger Maddy Budd, fashion editor turned ‘The Style Insider’ Leonie Barlow, DJ and broadcaster Gracie Taylor, model and beach babe Laura Snelling and sports journalist Makere Bradnam, who will each also release stills and outtakes from the shoot to their own followers.

Each collaborator was recognised for their open online and realtime presence, which was further accentuated on the shoot via props representing their lives that included a beloved pet, a surfboard and a high spec camera!

The idea was borne when Ketz-ke designer Jenny Drury realised she could reach significantly more eyes on the platform than via a traditional fashion show to ‘VIPs’, and that her shoppers were increasingly seeking the opinions of digital tastemakers to drive their fashion choices.

“This project has allowed for five smart, savvy opinion leaders who are each successfully inspiring and influencing others in their realms to front my collection that stands for individuality. My customer wants to see the model behind the clothes, I want their personality to sing through the lens and social media is an ideal platform to reach new audiences”, says Drury.

Blogger Maddy Budd sees authenticity in real people sporting fashion that they have put together on Instagram.

“I love the idea of seeing your friends wear an item and then wanting to wear it too, rather than liking it on a model and wondering how it will translate into real life. Ketz-ke’s ‘This Is Me’ project is all about accessibility - making fashion inclusive not exclusive”, says Budd.

In typical Ketz-ke fashion, the collection includes bold prints and textures from cosy plaids to soft paisleys. Ketz-ke is feeling 70’s print blouses, knit cardigans and chunky marle vests for a retro revival, while the cape is still a strong look and comes in many forms. Fabrications include textured cottons in bright and moody hues like punchy aqua, striking orange, nautical navy and light blue.

Ketz-ke embraces an eclectic mix of prints and textures in unexpected yet stylish combinations that make your mark.

“This collection is about being comfortable with yourself and your personal style. We strive to create clothing that will make you feel strong, empowered yet relaxed and hope this shines through in our amazing collaborators,” says Drury.

The @ketzke Instagram is the primary host for Ketz-ke’s winter collection, This Is Me, and the gallery of images can be found by searching the hashtag #ketzkethisisme