This year marks the 20th anniversary of Dunedin label, Mild-Red. Amy Parsons-King talks to designer Donna Tulloch about how the label has progressed over the years.
A letter of encouragement from her idol, UK model Twiggy, was just the push a Gore teenager needed to pursue a career as a fashion designer.
From an early age, Donna Tulloch (nee White) could be found making her own clothing. From drawing initial concepts, to pattern drafting to construction, she taught herself the art of creating clothing.
It was this passion for fashion design and her illustration skills that prompted her to send trendsetting 1960s model Twiggy examples of her work.
''I don't know how I got Twiggy's contact but I decided to send her some drawings of my designs and I got a letter back saying, 'Hi Donna I love your designs, keep up the good work'. I found this just amazing and it really sparked my desire to become a fashion designer.''
At 18, Tulloch moved to ''the big smoke'' (Dunedin) where she secured a job as a sales assistant in the DIC corsetry department.
From there she went on to become a ticket writer at the department store, which saw her putting her illustration skills to use, hand-painting all the display signage, before she had a complete career change in the mid-1970s, when she started working in the diet department at Dunedin Hospital.
In 1980 she stopped working at the hospital to start a family with her husband, New Zealand artist, Paul Tulloch.
It was during the early years as a stay-at-home mother that Tulloch rekindled her passion for fashion design.
''It was time to do something for me, so I started sewing clothing for friends, and children, as well as clothing for business women, under the label Donna White, which is my maiden name.
"In 1988, I entered the Benson and Hedges Awards and received highly commended, this gave me the motivation to keep designing clothes as a career.''
Tulloch continued designing under the Donna White label until 1995, when she decided to launch the knitwear label Mild-Red, a name inspired by her middle name, Mildred.
It was around the launch of the new label that her good friend Mike Collins, owner of Dunedin clothing stores Hype and Slick Willy's, encouraged her to sell her clothing commercially in Hype.
''Mike was amazingly supportive, he really was a mentor. Initially, I created six one-off items, which sold-out within the day.''
From then on, Tulloch's success as a designer continued to go from strength-to-strength.
The label expanded from knit-wear into a variety of woven garments, which found outlets both nationally and internationally.
In 2002, Tulloch showed Mild-Red at New Zealand Fashion Week in Auckland, where she attracted praise from noted UK fashion commentator and author, Colin McDowell.
Despite being familiar with New Zealand labels Zambesi, WORLD and Trelise Cooper, McDowell hadn't heard of this emerging label from the South and was in awe of it's sophisticated style.
In a radio interview he said: ''I saw a label earlier this week called Mild-Red. I had never heard of this label and I was absolutely bowled over by the sophistication and elegance and maturity, the control of it all, beautiful shapes, beautiful subtle colours. It could have been from most of the capitals of the world. It was really that good.''
It was not just McDowell who appreciated Tulloch's designs, retailers did too.
Her Australian stockists multiplied from six to 46 following the Auckland fashion week.
Mild-Red continues to have stockists throughout New Zealand, Australia and Japan.
Tulloch had decided early on not to have her own retail outlet, but that changed last year when she and daughter, Brya, opened the Mild-Red boutique One York.
''I always said I'll never do retail, that was one of my big things. I've had to eat every word, being solely a wholesaler just isn't feasible any-more,'' she said.
One York can be best described as a concept store, one that is constantly evolving.
It not only stocks the full Mild-Red collections but also jewellery, accessories and art works, which beautifully complement Tulloch's dynamic designs.
As for the future of Mild-Red, mother and daughter are delighted with how One York has been received and are determined to continue ensuring all Mild-Red garments and accessories are New Zealand made.
''I believe we have to look after our own and keep things New Zealand made. If I found it came to the point we had to manufacture offshore, I wouldn't do it,'' Donna said.
Mild-Red
Mild-Red's autumn/winter 2015 collection, The Aviator, is out now. One York is at 1 York Pl (on the corner of York Pl and Filleul St), Dunedin.
For more information visit www.mild-red.com
