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Something Else

The womenswear brand is set to conquer the UK with its directional styles that come without designer price tags.

We always build a story about a girl,” says Something Else founder and designer Natalie Wood on the inspiration behind her collections. “Autumn 11 is about a girl who gets shipwrecked and stuck on a desert island. We imagine the kind of wardrobe she would wear and create big mood boards and build a story around her.”

Something Else is a directional womenswear bridge brand fresh from Australia. It sits alongside labels such as Acne, American Vintage andWildfox in its 11 UK stockists, which include Harvey Nichols, Urban Outfitters and Asos.

Wood founded the brand in 2005. She was previously creative director of Australian streetwear brand Insight. Wood says: “There was a customer somewhere in between mass-produced fashion and high-end designer markets that wanted garments with a high-end sensibility at an affordable price. I felt that with my design aesthetic and knowledge of fabrics I could create directional fashion but without the designer prices.

“Early on we were known for our T-shirts and print placements. We’ve moved on with our market and our customer into strong fashion styling, still retaining the printed T-shirts, but now our strongest categories are dresses and knitwear.”

The autumn 11 collection includes distorted prints on tailoring, knitted maxi dresses, pleated skater skirts and silk blouses. The palette puts neutral stone alongside washed-out grey, scarlet and rose pink. Cotton, silk and cashmere are key fabrics. Wholesale prices range from £28 to £120.

Grethe Moberg Widdowson, sales agent at brand agency Fourmarketing, which sells Something Else in the UK, says: “The feedback for autumn 11 has been that there is a great use of punchy colour and buyers like the [back and shoulder] cut-outs on garments. The brand has really evolved [to target a slightly older customer].”

Charlotte Gascoyne, assistant manager at three-store London premium indie Hub, which stocks Something Else, says: “This [spring 11] is our second season stocking Something Else. The optic ethnic wrap-front dress in purple silk sold really well. It had a 70% sell-through last season.”

The brand has almost 250 stockists worldwide. It has a particularly strong presence in its native Australia, where it has around 80 stockists.

Something Else wants to slowly build its profile in the UK, targeting a 20% increase in sales each season. “We’ve had a couple of new womenswear indies come on board for autumn 11, including AKA Woman in Edinburgh and O’Keefe in Esher, Surrey. We’re looking to take on eight to 12 new indies for autumn 11,” says Moberg Widdowson.

Something Else 020 7608 9100

www.something-else.com/au

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