Up close with Annah - August

50 Shades of Grey… how to sex up my frocks

I’m sitting here on a cold Sunday afternoon two days off the completion of Dry July thinking about how I can cash in on the phenomenal success of this book 50 shades of Grey. I've even got the book beside me as I'm yet to finish the last 30 pages and simply can’t be bothered.

So no, I will not be reading the sequels… actually as you can probably see I am at a total loss to see what the attraction is, especially at this level.

EL James's Fifty Shades of Grey has become the fastest adult paperback novel to sell one million print copies.The first in the erotic trilogy passed the million mark in 11 weeks, smashing the previous record of 36 weeks set by Dan Brown's The Da Vinci Code.
The book also broke the weekly record for paperback sales, selling 397,889 copies, according to Nielsen Bookscan.

So why is it so popular? God knows there is no grunt to the story and the subject matter has been around for so many years and really, with one of the main characters only 21 I can't help but reflect on the age of my own children… may have been a little more credible at 25.

‘Is it because of our intrinsic need to dominate men’… ‘I doubt it’ I said to one live spark that was proffering a reason to my often asked question. For God’s sake is there a women out there that hasn't read this book and what is the attraction! Well I have a theory…

I believe it has simply given women permission to read and enjoy content like this. Tony sat beside a lady on a flight from Ireland to the UK who was devouring the third book while her husband and kids occupied the 3 seats over the isle. ‘Should I be worried?’ he said. I reflected on they way I chose to read this book in public with the cover trapped between my legs. ‘Possibly’ I said!  Content that was traditionally a little bit ‘dirty’ (for want of a better word) has suddenly become mainstream and I suppose there are a few of us that have been married for too long and possibly like the idea of having a sex life as adventurous as it is in this book.

It has even given us permission to have general conversation on some of the sexual activity that occurs (I had a conversation about silver balls with a woman the other day hmmmm) and has been an incredibly good thing for the sex shop sales. Mummy porn is okay… it has been normalized!

So how the hell do I get a slice of this? Strike while the iron is hot so to speak as the women that are reading this have got to be my customers as well… ‘have a book club night and they can all bring along their copy and discuss what they like?’ suggested one of my well intending team… LOL just imagine it!

No, not a great idea but it did start me thinking, what about we capitalize on this and teach women how to dress to celebrate their inner goddess? Isn't that what Anastasia calls her? And surely we all have a version of this goddess just busting to appear. I have enough girls able to demonstrate this look. Plenty of them buy into it and execute it daily and I have always been an advocate of dressing fabulously every damn day!

So we are off… next great idea in the bank and 50 Shades of Style events about to be held in many of the Annah Stretton Birds of a Feather stores.

Email us at tanya@strettonclothing.co.nz if you'd like more info.

The time to speak out is right now

What a surprise! I didn't know whether to laugh or cry as I quietly picked up the Saturday Herald to read the ‘small’ piece that had supposedly made the paper that day. Never in a million years would I have foreseen the half page article written by Fran O'Sullivan sporting that title of ‘Annah wants to be PM for a day’! It was essentially my coming out, blazoned in front of me and the Herald’s 600,000 readership, whether I liked it or not!

A small breakfast presentation given to a group of Auckland businesswomen in support of the Dress for Success Charity where I'd chosen to speak on accountability had been the catalyst. This in turn led into some of the frustrations that I have with the social policy of this country and the pending $14 billion fiscal debt. Yep, I pay tax just like the rest of us and a lot of it!

So essentially this fashion designer got a platform that she may or may not have wanted. Is it simply a case of ‘be careful what you wish for’ or is it my subconscious getting a little sick of all the general discussion and frustration in regards to this and simply wanting a voice - a voice that talks to some common sense decisions that we all need to make to end this reign of benefit entitlement.

Maybe it’s a hankering to join the political arena as so many of you would think. Hmmm, be limited to speaking only to a level that ensures my re-election every three years Mrs Grey (not to be confused with the current book by the same name)? No thanks!

No, none of the above. It was with relish that I was able to support Fran's written comments with a follow-up interview on Newstalk ZB. This was my chance to elaborate on a scant press interpretation (a space issue maybe or just driving at a reaction) which was the result of the comment feast that occurred on the Herald's website.

Well, it was finally out! I got to practice what I so often preach. How can any of us make or at least begin to make any tangible change when we fear the repercussions? Just as I suppose I did when I saw the comments in print on such a substantive platform. I mean we are not talking The Piako Post (our local Paper) although in hindsite I'm surprised I haven't heard from them, being such strong supporters of my business at a local level. Maybe social policy isn't their bag as was the trip I have just completed to Galway, Ireland.

So why speak out … why not?

I certainly had some commonsense approaches that I believed would start to solve some of the country's problems. Look at the media conversations Owen Glenn has had in the last month with his crusade to highlight the horrific statistics of family violence in this country. We are the third worst in the world … how can that be with a population of only 4 million? His offer, albeit conditional, of 8 million dollars must surely, if directed well, start to make some inroads into this problem … or will it?

Surely there has to be a huge culture shift to ensure that this sort off behaviour is no longer normalised as it has been through the generations to date. Just as our children's generation no longer drink and drive, maybe we will get to a stage where violence in the home is reported via the correct channels rather than accepted and endured.

I am faced daily with a workforce of 160 women who not only pay tax, but are recipients of some of the welfare entitlements and endure some of the social problems, so I feel well qualified to comment.

I like many New Zealanders simply have an opinion, and yes it is just my opinion, but I suppose when you have worked for 20 years to establish a market place brand there will be people who are prepared to listen to you as the subsequent feedback would indicate. It’s thought leadership being used well, not to drive my bottom line but to drive the country's bottom line.

It will always be about tackling the tough stuff with good information and a considered approach. I have never run from confrontation. I am the fight not the flight. I believe it is the tough stuff that gets the change, and avoidance that causes the problems. So I urge more of you to speak out, consider the platforms that you may have listeners on, we all have them. Learn to have the tough conversations, never be okay with the status quo, drive change and in the words of Xero co-founder, Hamish Edwards, ‘Wake up pissed off every day!’

From Hong Kong to Hokitika and all in one day

Our flight lands in Auckland… sleep has been intermittent. I have been watching a revamp of the Footloose movie. “Disney” sniffed Tony but I loved it. I was alert given the lack of alcohol… that is one disadvantage to this dutifully executed dry spell I don't sleep as well. I’m aware of the huge day I have pending and get into a mild panic… you have to sleep, you have people relying on you, answers that need to be given and locations to get to… sleep, sleep, sleep. But to no avail. We land and I decide to man up and get on with it. First stop: head office in Morrinsville to sort and pick up. Next: Hamilton airport then onto my next destination Hokitika (via Christchurch).

Fresh work bundled in my laptop bag, I board the plane and three hours later I'm in Hokitika where I’m picked up and whisked to a fabulous Homestay by Rose my senior manager who is joining me for the adventure. I am introduced to my fellow house guests who are none other than Grahame Thorne and his wife. Yep Thorney the ex-All Black.

“Ask him about the perm” said my amused partner when I called to let him know I'd arrived safely and shared my roomy’s names.

“Hmmm. I don't even know who he is,” I said.

“He's got the cooking show, ex All Black, the sport’s commentator,” Tony replied.

“Great,” I thought, another interesting connection pending. A robust conversation at dinner but an early escape was not to be as I patiently looked at Thorneys photos on his iPhone… a wonderful snap shot of someone’s life that we can all now carry and share so easily.

Up early the next day, we head to the Agfest in the Hokitika township. It’s pouring with rain. No problem to the coasters was the general consensus. They are so used to this; in fact, we should see the numbers up as it will encourage the men to leave the farms for a day. The rain continued and a quiet day all round… not so convinced that the rain wasn't guilty. Home we go to change and ready ourselves for an event that evening where I am speaking at a local café. We arrive and it’s still raining. The cafe is packed and the evening goes well. I talk, Rose demonstrates the frocks, we encourage the women to visit us on stand the next day and still the rain pours down! 

Here are some snaps from my trip to China...

The morning arrives and the site is flooded. They kindly relocate us and we are ensconced in between the cranberries and a fellow rag trader. Great! We now have changing rooms. The stand is frantic and a great day of sales transpires. I consider the opportunities as I survey the demographic. I meet lots of local girls. I like what this town is… not the broken and busted environment I was expecting instead quite a tidy tourist town only thing is it’s lacking in frocks. Let’s hope that’s not for a reason. I trawl the town with a local companion, consider a pop up store, like what I find and start the wheels in motion.

I have always been about opportunities. It’s important to never become risk adverse even in these tougher trading environments. Simply minimize the risks and take the relevant opportunities even when the rain pours down.

Another presentation at the same cafe that night, a smaller audience but just as engaged. The rain has shifted gear… it is now like being in a shower on full tit. We finish and head out, hungry for dinner and wanting of sleep. It has been a big day… OMG the lights of our loaned vehicle are on. Yep, it’s deader than the doe doe. Our host comes to the rescue, makes a quick phone call and a mechanically minded bloke in an airtex shirt arrives, surveys the damage as a hapless Rose tries to explain (yep I’m dry, sitting in our rescuer’s car… for once this is not my problem).

The rain is pelting down sideways like nothing I have ever seen before. Rose is soaked through but there’s some consolation, our mechanic is cute. He solves the problem, we abandon the car and another takes us home. A bad hair day does not begin to describe Rose's appearance. We reflect on how it happened but move on quickly. It just has, we have dealt with it and are in the next phase after all… isn't that what a man would do!

The next day arrives and it is time to depart. I have loved my time here. So much has transpired and it is still raining.

And then we find out… our flight has been cancelled. Rose and I are dropped at the airport regardless and a bus sees us traversing the Haast Past to catch the next leg of our scheduled flight from Christchurch… another bucket list item ticked off for me. A brief stop at the top of the pass saw me try a great date scone (very unexpected) and three hours later we arrive and catch our flights home considering all that has happened in the last few days in a tiny town that so many never get to visit and we did!

Thank you Hokitika… you where wonderful hosts. I will return soon with frocks in tow and the beautiful Angie in my employ. See you on the 17th of August but in the meantime don't forget there is everything you could ever want at www.annahstretton.com

In the words of my Grandmother you can never be too rich or too skinny?

What is it with this ongoing quest to use skinny models for our photo shoots and fashion shows?

And with Fashion Week looming the debate is bound to rare its ugly head again. The sad irony for all of us in the fashion industry is that our clothes just look better on the smaller girls.

Selling frocks is all about creating inspirational looks that women aspire to rather than normal looks i.e women simply don't want to see themselves or what they can achieve themselves on the catwalks and in the magazines.

Alongside this runs the unkindness of the 10kg that the camera is thought to add to a woman's frame.

I guess the same debate runs through the publishing world with the cover photos of our magazines and the level of touch up that is applied to them.

God knows that some of my photos have to have some serious work now that I have joined the 50s brigade but why not… why would I want to put myself out to the world not looking the very best that I can.

Not so sure that the naked (no touch up) Lorraine Downs cover shot for the Australian Women's Weekly was such a ground breaking thing. Sure there is a truism around this but all in the name of what?

 So let’s get back to the model debate and how skinny is too skinny as I certainly have had a strong level of feedback on some of the recent photos that I posted to showcase one of our collections. The collection in question was a collaboration, so the choice of model was out of my control in regards to who was chosen for the shoot. I did however have choice around placement when it came time to load the images to our website and I effected the upload without too much thought to the visual.

I have, however now been forced to reconsider and rightly so given the many emails that I have received. Thank you to these women that have ensured that the messages I send around health and what is acceptable around body size remain consistent.
I am forever faced with the most perfect of figure shapes as I attend the many fashion shows that we do and will always have a preference for the healthy size figure as is shown in our latest Chameleon shots.

Jessica looks gorgeous and simply came to us via a Facebook model call.

(contact me if you think you'd be a great fit for my brand. I'd love to find a few more of this type of girl) She is simply stunning and I was proud to show her shots off in my recent UK trip. She is living proof that a great shot does not equate to a skinny girl!

Healthy girls simply look better in our gear and are a more relevant fit to our customer but unfortunately a healthy size 10-12 is about as big as we can go. It’s absolutely the best way to showcase those inspirational looks each season but that’s a long way from some of the unhealthy size 6-8s I have encountered in the industry. I'm even considering using dancers for my next show as I love the muscle tone that their occupation builds up.

So my request to you is to make sure you continue to have an opinion where the girl is too skinny. Just as you were able to contact me you can also contact others. Make a stand and help our industry move on from believing this is the look that sells our clothes. Remember you, in the end, are our customers and it’s all about you!

Email us an image of yourself if you think you have what it takes to be one of our healthy girls! admin@strettonclothing.co.nz

I'm in Ireland and got the teeshirt

Part two of our working break is about to begin.

We arrive in Ireland, Shannon to be exact, as Galway has no international airport. A car is hired and we set off north in search of our next destination.

We arrive and see a city of 70,000 wrapped up in festivity, proudly celebrating the Volvo Ocean Yacht race. Our hotel is cordoned off but we do find a park and check in to what resembles a Scenic Circle property at home. The win however is that it is right on top of all the action. We can see Camper and the other boats from our window… yep we are staying right on the docks. I love it and can definitely cope with a 4 star rating for this!

The first night, we braved the rain, scoped out the surrounding festivities (not a lot different to the food tents at any of our fairground shows) and made it to the designated restaurant, Cava where we ordered the mandatory tapas, passed on the wine and tried the local lemonade hmmm.

Day two we explored. Off we headed in our pint sized rental to Barna and O'Gradys restaurant to try the award winning fish and chips (when you don't have booze in your life you certainly focus on food).

Unfortunately the fresh cod did not get much above a 2 rating from us both so back to town to investigate the retail. Hmmmm… Definitely not a place that needs to be visited if one is looking for fashion direction but if it’s Gypsies and watering holes loaded with Guinness you want then you have a perfect match.

A formal dinner hosted by Rolex finished the day. Here we met the balance of the international designers along with some other great Irish personalities. Another dry night but then I possibly didn't miss too much as I've never seen the Irish as wine maker extraordinaires.

Day three and the models fit test looms. We find the Global Village and begin the long wait that attaches to days like these. The fittings over (I still don't know how the hell I will wrap 6 girls in Chameleons as I am positioned in the middle of a show but I’m about to give it a go) we head out for another food experience.

Calling up the expertise of our newly made Rolex friends we seek advice on location and end up dining in a cool little cafe right on the water ARD BIA… I loved it! Some great ideas gleaned for my own eating establishments and we headed off to wander; filling in time until the show at 8pm.

We arrive back at the Global Village around 7.30pm. It was great to get a couple of interviews with Irish media. I’m surprised they like us so much with the 60-0 thrashing that the All Blacks subjected them to in my home town of Hamilton. This also got a mention as they called my name in the show introduction.

The show begins. I watch the first few designers, ever aware of the time frames for me. We get close, out the back I go, models dressed tieing frantically with help from a local stylist Dehlila and out they go. They look fantastic! I know the senior styling team would have been proud (ever doubtful of my wrapping skills).

The show is over. At 10.30pm and still light outside we pack up and head back through a crowed port where hundreds of fans are ecstatic as they listen to their homegrown heroes, The Stun. There’s alcohol everywhere and getting very messy so we head back to the hotel. The music is pouring into our room as we are right in the middle of the action. Love love love it! As another city draws to a close for us we munch on a bag of crisps and drink the very flat Gaultier diet coke that we have discovered in our goodie bags. If that’s Galway I will be back!

London Calling

We’re in London and it hasn't stopped raining since we arrived. It seems my life is measured by the events that populate my year and once again the annual sojourn to the UK has arrived… not that I don't relish this time out of the business being exposed and introduced to all sorts of different environments, people, ideas and trends throughout fashion food and retail in general. This time I have chosen to fly through Hong Kong as I'm simply over the debacle that is the US transit process. I have also heard it’s 3 hours closer this way… I’m not so sure… regardless the trip went without hiccup… well nearly.

While transiting through security in Hong Kong on our way to the lounge for a two hour wait, Tony had not quite worked out his total bag count and left one at the security machine.

We arrived at the top of a very lengthy escalator and the missing bag was discovered. In a panic we looked around for a staircase to take us back down but there was none.

Solution: In a very James Bond moment he proceeded to descend the up escalator; much to the amusement of our fellow passengers. The bag was retrieved and we headed for the lounge.

Note to self: He's nearly 50 years old… things are just going to get worse.

Yes I’m still dry (Dry July) and managed to avoid the inflight alcohol, although it was not so difficult this time with Air New Zealand being the airline of cuts. You'd think that if they removed the smellys from the loos that they would take the holders as well!

The wine also has definitely been a target. Long gone are the days of the Gibbston Valley pinot noir that I once coveted. Maybe it is time to try another airline?

London has geared up for the Olympics big time. The visual is definitely here, especially along the main routes. I don't know how the traffic will cope during the games in that it’s so manic now. The cabbies are grizzling as usual, given the huge amount of pending road closures and no one seems ecstatic about the prospect of hosting such a major event, although I'm sure that there will be many business winners.

The London hotel was a nice surprise, although we had done our internet homework before departure. After a small moan re. the size of the room we were upgraded the following day.

Day one and we hit the streets. It’s always about establishing the trends, scoping the store windows and getting a total picture of the retail scene.

The city was in full sale so retail was a mess. The High Street as always was throbbing. What I would give to have turnover at these levels but the back streets where quiet and, given the prices in some of the labelled stores the sale of one of their garments should pay most of their pending overhead.

It was great to see some of the new trends starting to populate fashion retail… purple, metallic gold and lime dominate the color palette on the High Street and the style once again has a retro feel with lots of recycling. Wrapping and twisting of fabric to form an interesting dress shape still appears strong. Cowl necks are big as with one shoulder styling and peplum shapes continue. Huge placement prints of flowers on shift frocks look fantastic and big bows still adorn a lot of the garments. Patriotism runs high and the stripes of the British flag adorn so many of the dress styles, the hosiery/ accessory collections and there’s an equestrian feel creeping into some of the winter collections; a welcome break from the over thrashed flower child that has been such a big trend in summer.

Day two was more of the same punctuated by a presentation in the evening to a New Zealand women's business group, one I have spoken to before and enjoy the resultant networking.

Day three enabled a visit to the Seven Dials area just outside of Covent Garden. A pie for breakfast… I figure now that I'm not drinking I must have a calorie credit going on and who can resist the traditional english pie and gravy, especially when it’s had this level of make over (feta and butternut was my choice). Tony had the free range chicken and mushroom with the full monty peas and mash punctuated with the well of gravy… yum.

The Seven Dials visit was about a possible retail site given the collaboration we have with a retailer over here who has been selling the Chameleon dress well. A few empty sites and definitely food for thought… so if I can work in a partnership I wonder if I can convince one of my NZ girls to relocate??

The evening saw another presentation from myself to a great group of expats organized via Kea located in a newly opened cafe and bar in Leonard Street, Ozone. This is well worth a visit - take the Old Street Station on the Northern Line.

Day four and a quick recap of retail to consider the accessorizing of our NZ Fashion Week show and then we were off to the airport. One bag too many for Aer Lingus so a quick stop at the Left Luggage Depot in Terminal 1 and then we catch our flight. Destination: Galway and the Volvo Ocean Yacht Race celebrations.

10 days later and I'm still dry. Loving the great feeling in the mornings and here’s the proof...

 Don’t forget to support my Dry July crusade. You can donate here https://nz.dryjuly.com/profile/annahstretton