5 Minutes With Naudic Creator, Emma Puttick


Naudic creator Emma Puttick reveals the workings of her luxe bohemian brand.

The Concept For Naudic Came About When:

I was working in London (as a scientist, no less!). The bohemian styles of the Portobello Road markets were where I first got the taste of what has become the Naudic look. Add influences from travels through Sweden, India and South-East Asia and you have a label that’s bright, fun and eminently wearable. Since Naudic’s first line of simple cotton embroideries in 2008, the brand has grown into a vibrant fashion powerhouse releasing three collections annually; spring, summer and autumn/winter. Naudic is now represented by hundreds of stockists across Australia, New Zealand, Scandinavia, South Africa and the United States.

Naudic Is Targeted at Women Who:

Combine the fullness of life, work, family, entertainment and travel – and love every minute of it. Naudic’s signature look is bright cotton prints, funky embroideries and quirky trims, so a playful sense of style is a must. The Naudic family includes two diffusion labels to allow for even wider audience, including Vintage by Naudic and Some Daze.

But wait, there’s more: loungewear, homewares, shoes, block-colour basics and accessories are all part of the Naudic mix too.

The Brand’s Point Of Difference Is:

All about making a statement; known for its signature bold prints and unique use of trims. Adding multi layers of pom-pom tassels and laces to the hems of silhouettes- it’s the attention to detail and small touches that create that point of difference. There’s even pre-season style planning to show how you can mix and match different stories to create your Naudic look. The passion, laughter, love and life behind Naudic continue to shine through into the garments, and will never cease to be how the label dares to be different.

The Collection At Fashion Exposed Now 2020 Will Include: 

Naudic will be launching our Spring 2020 collection inspired by the untamed freedoms of Africa. ‘Into the Wild’ takes you on a journey of self-discovery to appreciate all that you are. The range blends colour from landscapes and nature, with a pops of our favourite pinks and oranges from the incredible sunrises and sunsets of these beautiful places. Each of the 3 collections spark a diverse sense of the wild, from sweet to savage to free. Treasure the beauty in the wild, and the beauty in you. Appreciate your sweet, appreciate your strength, and run fearlessly– ‘Into the Wild.’

My Favourite Piece From The Collection Is: 

Our new ‘Primal Jumpsuit’ in the Cyclades Print. This print comes in 2 colourways; ochre and black which are both such a versatile earthy bases with pops of hot pink highlights to bring them to life. Super comfy and looks great with sneakers and a white tee underneath, or can be dressed up with a belt and heels!

The Wholesale Price Points For The Range Are: 

The wholesale price range is $50-$100

The Fabrics And Colourways Include:

Naudic is known for its signature and individual style, combining colours and patterns, this year we have added in soft romantics, to balance the wild prints. Colourways are earthy greens, mustard, with soft pink and charcoals. Plus hints of mint, and alot of blues. Fabrics are a mix of 100% cotton, linen and satin.

I Predict The Biggest Trend This Year Will Be: 

All about layering! People generally associate layering with the cooler weather, but I think this year is about making it work all year round. Easy separates and slip dresses are a comfortable, light and fun base in pops of colour, that can then be styled back with all different prints or looks to create a completely different style.

Fashion Exposed Now

Discover Naudic’s latest collection at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. 

Fashion Exposed Now
Free, trade-only event
Sunday 2 – Monday 3 February 2020
Royal Exhibition Building, Melbourne

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