When it comes to dressing in 2024, aesthetics are only one piece of an intricately woven puzzle. Wearability, versatility, functionality and durability all play an important part, amongst a host of other considerations — something Jaimie Webster Haines understands implicitly. Her eponymous label, Jaimie, is popping up this Thursday — Saturday at My Exhibition on Faraday Street in Parnell, showcasing the designer’s beautifully considered collection and offering styling advice and insight into the brand.
Having worked as a DJ, model and most recently, designer, both in New Zealand and abroad, Jaimie launched her label as an extension of her creative world — bringing together her passions for art, fashion, photography, and music, with her innate design sensibility and impeccable eye for detail to offer a concise edit of timeless, quality garments.
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The ethos behind Jaimie (the label, although the same could be said for the woman) is first and foremost centred on quality. Jaimie sources linens from Japan and Turkey and wool and cashmere from Italy, taking care to select fabrics that have enduring appeal and are built to last. The brand also utilises deadstock and textile mill leftovers where possible, as well as producing in small quantities — all with an eye to the environmental impact of the business. When it comes to production, Jaimie looks to local artisans and suppliers, carefully choosing partners that share her uncompromising commitment to craft and detail. The resulting pieces — from beautifully tailored shirts and trousers rendered in classic linen and the best quality cotton (the core of the label’s offering) to the occasional easy wearing dress or stand out accessory, are crafted with the objective of enhancing the daily life of the wearer. Any given piece by Jaime promises to provide not only comfort, but an intrinsic, emotional comfort, too — and an innate sense of confidence.
But don’t just take our word for it. The thing about quality design, exceptional fabrics and considered craftsmanship is that you need to experience it first-hand to truly appreciate its appeal. Knowing this, and in celebration of her new pieces and the launch of her website, Jaimie is taking up residence this weekend in the beautiful My Exhibition space. Here, you’ll have the opportunity to get up close and personal with the collection and Jaimie herself, who is around all weekend offering styling advice, insight into the garments, and of course, serving up epic tunes.
The Jaimie pop-up is running from Thursday 22nd — Saturday 24th February at My Exhibition, located at 15 Faraday Street.
