Georgia Alice
Georgia Alice is a New Zealand womenswear label designed by Christchurch born Georgia Currie. It is known for sculptural sleeves, ruching and a considered colour palette, and has been stocked by international retailers including Selfridges and Net-a-Porter.
| Designer | Georgia Currie |
|---|---|
| Origin | Christchurch, New Zealand |
| Category | Womenswear |
| Stockists | Selfridges, Lane Crawford, Net-a-Porter, Moda Operandi |
| Website | georgiaalice.com |
What is Georgia Alice?
Georgia Alice is a contemporary womenswear label from New Zealand, designed by Georgia Currie, who comes from Christchurch. New Zealand is its main market, but the label has built a presence with international retailers.
History
Currie won the Westpac Young Designers competition during her final year of fashion design study. By 2020 she had been building the label for around eight years, with a family member holding half of the company as her business partner. The label has shown at Australian Fashion Week.
Products and positioning
Collections focus on womenswear with statement sleeves, ruching and a restrained, considered palette, and have included cruise and resort ranges. In 2020 Currie said she planned to make collections smaller and concentrate on higher quality, higher priced pieces.
Distribution
- Selfridges in London
- Lane Crawford in China
- Net-a-Porter and Moda Operandi online
Why it matters
Georgia Alice is an example of a small New Zealand designer label that reached major international department stores and luxury marketplaces, while choosing fewer, more elevated pieces over volume.
Frequently asked questions
Where is Georgia Alice from?
Georgia Alice is a New Zealand womenswear label whose designer, Georgia Currie, comes from Christchurch.
Who designs Georgia Alice?
The label is designed by Georgia Currie, who won the Westpac Young Designers competition while studying fashion design.