This one time at band camp a friendly gathering some blogger gals and I were introduced to the new collection that was set to be sold on We’re, an online shop by former Cairns shop owner Lorena Mercado. We don’t often have time to attend showings with a day job and all, but I was dying to see the Birthday Suit pieces – which we saw on the runway back in April – up close and personal. After a few glasses of wine, I found myself playing a game of “I dare you”, “no I double dare you” with Adelaide fashion blogger and Attitude magazine editor Selena Battersby to see who would slip into the Birthday Suit’s Birds of Paradise catsuit – in the end we both did and posed like athletes during a winning celebration and then tried on typical social-page worthy poses in the vain hope that we’ll end up modelling for the very cool online store (not really).
While Lorena did quickly pull out a camera, luckily none of the pictures ended up on the website, instead she booked the fabulous Australian model Rachel Rutt to star in the website imagery which was photographed by Chris Searl who’s portfolio includes Corona and Bonds with hair and makeup by Vanessa Collins and styling by Hayley Hughes, .
Unveiled last night, We’re is a new breed of the Australian online fashion store – a fresh look featuring illustrations by Sydney wonderkids We Buy Your Kids with the design and developed by “ubergeek” Damien Aistrope (Lorena’s words, not ours. She’s kind of bias though, Damien is her husband, but we are inclined to agree). The range is undoubtedly electric with some of Australia’s edgiest fashion names stocked, including Romance Was Born, Birthday Suit, Arnsdorf and Sara Phillips currently available with Ellery and Stolen Girlfriends Club joining soon.
“I wanted a visually dynamic online space that looked unlike any other online store,” Lorena tells us. “I’m also going to be focusing on Australian creatives by profiling people whose work I really admire on the We’re Blog – I want to infuse the site with my brands personality – which I guess is effectively me. I also wanted to create content that focussed on people who are working in art, fashion, design, music, media, photography etc who I’ve always admired – so I guess quite fanciful in a way.”
Don’t make us gush anymore about We’re, get on and check it out now.