Fashion that’s ‘apt’ for you
Fashion Five with Jane Coleman, owner of Howick’s new home of style, Apt Collections.
Tell us about the brands you have in store?
We offer a range of brands for women of all ages and sizes. From soft and floaty floral dresses by Seeking Lola to timeless merino pieces by FOIL and statement fashion pieces by Siren. We like to think we have something for everyone. Our emphasis is on selling brands that offer something a little bit different, vibrant colours and patterns. Our customers like to have fun when they come into store.
What is your favourite trend this season?
I’m a rock chick as heart so I’m glad that the coated slim leg pant is on trend, teamed with a crisp white shirt. I also love the tiered midi and maxi dresses because they are so easy to wear – we have gorgeous floral ones in this season. They look great with a boot or sneaker and teamed with soft knitwear.
What is this season’s must-have item?
Definitely a white shirt with a vest layered over the top. We have a range of white shirts from fitted to oversized, and ones with romantic puff sleeves. A shirt is a great addition to the wardrobe – you will have it forever. The vest is a perfect pop over for trans-seasonal dressing.
What is your advice for women stuck in a fashion rut?
I know the feeling! Even though I work in the industry, I sometimes get fed up wearing the same things. Ever so often I have a ‘wardrobe edit’ and try to be ruthless, donating to charity anything that doesn’t make me feel good when I wear it.
It’s surprising how therapeutic that exercise can be. Occasionally you find gems you’ve forgotten about and charity shops are always grateful for donations. When you have done that, you can have a better gauge on what is missing from your wardrobe. Pop down to your friendly boutique (or Apt Collections store) and have some fun. Ask the girls to recommend a few outfits and have a try on.
Think about how you can mix items you already have with some items that might be a new shape or colour. I think it’s always worth trying new shapes, quite often they look quite different on the hanger than on, and you might surprise yourself with how good they look!
What is your favourite piece of fashion advice?
Don’t think you have to wear something just because it’s ‘on trend’. There are so many options on offer these days. Pick a style that suits you and makes you feel comfortable and confident so you can feel great and be the best you.
Shop 21, 5 Cook Street
09 448 6344