Danni Rose is a part of the rise of local, sustainable fashion that focuses on made-to-order garments which avert trends and prioritise timeless pieces.
Born and raised in Whanganui, Rose was unsure about her career aspirations. It was until she experienced the craft of sewing that turned into her passion for fashion design blossomed.
"We learnt how to make a pillowcase, I got so much excitement and joy out of taking something flat and "useless" and crafting it into a useful item," explained Rose.
Her sustainable approach to fashion additionally stemmed early, through second-hand shopping and upscaling her vintage finds, which still to this day inspire her current designs.
"Quiet simple DIY stuff, but it really sparked a passion for fashion in my younger self. From then on, I would tell everyone about my dream of moving to Paris and becoming a fashion designer. I was a young girl with big dreams."
Rose continued her fashion studies at Massey University, it was then that she realised how convoluted the fashion industry was. The industry's carbon footprint takes up an immense portion which shocked Rose and left her feeling regretful about her choice of educational pursuits. Her revelation pushed her to create her eponymous label, timeless pieces that are able to be treasured for years to come, in protest against fast fashion's unsustainability.
The designer ensures there is little to no waste throughout the brand, being 100 percent New Zealand-made, using compostable bags, acid-free tissue and natural fibres such as linen. When there is waste, Rose transforms them into patchwork garments, totes, vege bags, and ottomans. She also holds the French fashion consumer mentality of having a minimal wardrobe of high-quality items that can be worn for a lifetime versus recycling through a plethora of fast fashion trends worn once and forgotten.
"I know that shopping locally means a higher price tag, but think of the cost per wear. Let's say you bought a $30 dress, wore it once, washed it, and it shrunk, or you didn't actually love it, so you got rid of it. That's $30 per wear, right? Then say you brought a Danni Rose Brunch Dress for $195, this was made to your size, so it fits you well, its quality is high so that it won't shrink and a timeless design, so you own it for at least two years and wear it once every two weeks (most of my clients do) so that is only $3.75 per wear."
With Danni Rose, the simple designs and option to pick your own colour and fit make the garment special to the wearer while still providing flexibility in styling to your needs.
"When designing, I focus on five main things. Comfort, timelessness, versatility, sustainability and an effortless look. I aim to create garments worn on the weekends to markets and picnics with a pair of slides but worn to work with boots and layers."
