June 17th, 2009

Designer Profile / sherie muijs

Established in 2007, sherie muijs is a designer women’s wear label based in New Zealand whose aesthetic is fast finding international attention. Designer  Sherie Rai considers her pieces to embody a quiet confidence that lies in tandem with a certain sexy sophistication. Sherie looks to create garments that can be styled to become personal to the wearer. Her quality pieces are wardrobe staples designed to wear for a lifetime, not only for a season. As sherie muijs continues to evolve, short term trends are transcended. The label retains it’s identity by the use of strong silhouettes and a monochromatic palette, emphasising design , quality, cut and fit.

We asked Sherie a few questions about her background and her ambitions for the label

What is your age and design background?
I am 23 years old. I studied an Art and Design degree majoring in Fashion at AUT. I also studied Design and Styling in Amsterdam which was a huge eye opener.

Who are your designer icons?
I hugely respect Belgian designer Ann Demeulemeester and have a growing respect for Jordanian born Rad Hourani. I really admire Ann Demeulemeester’s clothes, however I am more intrigued by who she is as a person and have a high regard for her as she goes about her work with passion and sincerity.

Do you have any muses? Who is the woman whom you ideally want to wear your clothes?
I have come to realise that women from ages 16 through 60 wear my clothes so I base my ideas around how I want women (of all ages) to feel in my garments. I want to make clothes that give the wearer a bold presence, without looking contrived or overdone. When sampling I try on everything and wear it for a day to grasp an idea of how I personally feel in it.

What are your goals for the label?
I am working towards opening a sherieyvonne flagship store in Auckland, then perhaps another in Wellington. In say 20 years time I hope to have an international presence, particularly in Asia.

What are your personal interests and hobbies?
In my spare time I enjoy swimming, playing tennis with friends and recently have taken an interest in reading cookbooks. If I had more time for myself I would spend it painting and learning about art history.

Sherie is a long-term client of Ryder and we are now doing hair for her campaigns and shows. The label is available in Auckland from Taylor boutique. Later in the year we will be holding a special evening showcasing her work at the salon where we will also be going over hair and makeup trends. We will keep you posted.