Luxury apartments become fashion cat-walks in creative new partnership

A leading Kiwi fashion designer has teamed up with New Zealand’s foremost real estate agency to feature her exclusive designs collections at private showings in highly-desirable upmarket apartments.

Kylee Davis, whose self-titled range of high-end designer knitwear is only found in glamorous clothing boutiques, has partnered with Bayleys Real Estate nationwide to begin holding invite-only shows hosted in exclusive apartments on the market for sale.

The first show was held in a million-dollar-plus Mount Maunganui penthouse apartment in early April, and a second showing was held at an inner city Auckland apartment at the end of last month. The events have proved so successful that the concept has now been rolled out nationally.

Ms Davis said the innovative new apartment format enabled her fashion shows to become intimate social gatherings rather than large-scale theatrical events, which had become cost-prohibitive to organise and host.

“The idea of hosting private showings in hotels and function venues has been truly done over the decades, but while we wanted something ‘personalised’ that would be received as more of a social event, we didn’t want to host shows in tenanted private homes as they are a little too personal,” Ms Davis said.

“Hosting an event in a staged open-home apartment was the ideal answer. The evenings showcase the elegance and style of a property without the ‘lived in’ type of memorabilia which can clutter a family residence and district from the fashion element of the night.”

Further fashion shows are planned for high-end apartments in Queenstown, with organisers looking for suitable residential venues in Christchurch where the city’s CBD has fewer useable apartments as a result of the earthquakes, as well as Dunedin.

Bayleys managing director Mike Bayley said the company was excited about partnering with Ms Davis in a totally new approach to real estate marketing. A select number of Bayleys’ customers and contacts received invites to each of the fashion shows as part of the company’s networking activities.

“Our mantra has always been to showcase a vendor’s property to the widest potential buyer audience possible. The opportunity to subtly do this in tandem with supporting a fashion leader like Kylee in a relaxed and sophisticated setting over a glass or two of wine, fits perfectly with our brand image,” Mr Bayley said.

“The types of ladies invited to Kylee’s shows are very discerning and influential in their respective circles. Their viewing and subsequent personal endorsement of an apartment, they may not otherwise have seen, could well introduce one of their friends or associates as a prospective buyer to the location.

“From this perspective, our vendors have been wholeheartedly behind the opportunity to participate in a clever marketing campaign being offered at no cost whatsoever.”

Each Kylee Davis show has an invite-only guest list of some 30 women. To create an atmosphere, style and sophistication, staff wearing Kylee’s creations are situated at the main entrance and lifts to the apartment blocks, while at the event itself waiters serve canapés and wine while guests are entertained by live acoustic music.