Sherie Muijs' Building Blocks AW 2011

As mentioned in the post below, we shot the Sherie Muijs AW 2011 look book just prior to fashion week and were amazed by the continued development of this young Auckland designer. She has a great crew on board too; Des Rusk who needs little introduction to local fashion people has had a hand in the label and also Linda Jones, the highly respected lecturer at AUT's fashion school. Sherie says that Linda is currently working on her masters and the pair have collaborated for this collection on rain wear. "We have found that there aren't any absolutely waterproof raincoats, in a fashion context, that have the same sort of integrity of a raincoat that you might find in our camping or farming industries." Form meets function. So how would Sherie describe the range, cleverly titled Building Blocks? "I have designed pieces in this range that are key pieces that I think everyone should have in their wardrobe. This range is about building up a wardrobe that has staple garments in there, that you will go back to season after season. Then of course, fun colourful pieces, to brighten up a winter's day." The range will be in store Feb, 2011. Meanwhile her SS 2010 range is in store now and selling like hot cakes, you can view that range here.

Photography: Russ Flatt
Styling: Rachael Churchward
Hair: Greg Murrell
Make-up: Karenina Jackson
Model: Lauren @ Nova