First solo debut for Dmonic Intent

By Wepiha Te Kanawa
  • Northland
  • Auckland

New Zealand's most prestigious fashion event, New Zealand Fashion Week kicks of tomorrow. Designers and models across the country are making last minute adjustments. But for the Māori designers of Dmonic Intent, the occasion is an extra special celebration.

Dmonic Intent is noted for the dark nature of its designs.

‘It’s more like a character, I don't know a lot of people who base their things off a certain look. We kind of base ours off a certain personality, like women that we think are awesome,’ says label creator Maxine Wooldridge.

In recent years, Ms Wooldridge and her siblings Samara and Joe Walker have featured at NZ Fashion Week alongside other designers, but this year they're on their own.

An excited Samara Wooldridge said ‘The organiser of fashion week asked us and she thought that, it was about time we had a solo show and yeah, so we said yes.’

Joe is a trained goldsmith and makes jewellery for the label.

‘No pressure, for us we are a family business so this is what we enjoy doing, we all have our day jobs to do, we enjoy designing, art and everything like that’ says Joe Walker.

Five years ago Dmonic Intent received support from Indigenous Māori Fashion Apparel Board Miromoda. Now they have their own show and encourage more Māori designers to follow their dreams.

‘Do it, just try, you don't know whats going to happen until you try’ says Samara Wooldridge.

Dmonic Intent will hit the catwalk on Tuesday at the ANZ Viaduct Centre in Auckland.