Mrs O’Connell won the collections category of WoolOn 2024 in Alexandra this year, after submitting two pairs of tweed trousers and a tweed pinny for scrutiny by judges Margi Robertson of Dunedin’s Nom’D, Tarras designer Christina Perriam and Liz Mitchell, a leading high fashion and bridal designer from Auckland who holds the New Zealand Order of Merit.
In the background, Mrs O’Connell, a slow-fashion advocate, has been working on her sustainable fashion brand Precious Collaborative, around her roles as mother of three, co-owner of Wanaka Signs and co-founder of Fabricate, a not-for-profit community sewing room.
Now, with her first significant fashion show win under her belt, she has teamed up with Ms Mitchell in a bold and innovative approach: luxury meets accessibility through the creation of a limited-edition woollen coat, worthy of an art collection.
The twist: Ms Mitchell has agreed to design and make the couture coat, which will then be marketed and sold by Mrs O’Connell.
After design costs have been paid, the coat proceeds will be used to fund Precious Collaborative’s everyday sustainable collection, making high-quality fashion more accessible.
"So what would happen, for example with a pair of pants, they will be made using 100% wool, a mixture of different yarns. They will be lined and detailed. Normally they would sell for $700 and upwards. What Precious is doing will mean they can be sold for the equivalent of a pair of decent jeans, around $150," Mrs O’Connell said.
"The whole reason for doing this is so that people can understand the value in having better-quality garments. They will never go out of fashion. We are using styling principles that have been around for generations," she said.
Ms Mitchell is the first designer to collaborate with Mrs O’Connell on the Precious project.
The coat will be crafted from New Zealand-made tweed, hand-spun on 100-year-old Hattersley looms by boutique weaving company McLean & Co in Oamaru.
Ms Mitchell said the coats were destined to become heirlooms for fashion-forward collectors.
"I’m thrilled to be part of this innovative model.
"Sustainable fashion and wool are at the heart of my work, and it’s exciting to create a piece that’s not only bold and artistic but also helps make everyday sustainable fashion more accessible."
Mrs O’Connell said she was excited to be working with one of her fashion heroes.
"I feel a bit serendipitous having Liz work with us.
"I’ve admired her designs, passion for wool and ethics for so long."
Precious Collaborative and Ms Mitchell will launch the couture coats in Wanaka in December.
