December 8, 2017 |
“Loves women. Sexy. Does glam glam glam! Like a cartoon viking. LIKE THOR” says our very own La Neophitou of the wonderful Peter Dundas. And, on the subject of sexy, this is a man who is fluent in it – as evidenced by stints at Emilio Pucci and Roberto Cavalli. But now he’s striking out on his own, showing a molto fabuloso collection during the couture shows in Paris under his surname, “Dundas”. And now, as of this weekend, Collection 1 goes live on Matches – Mr Dundas choosing to reject the traditional fashion calendar. Why? Because he can. And, to accompany, a campaign, starring former 10 cover star Ms Sara Sampaio and photographed by Mert & Marcus. Here we talk to Peter Dundas all about the first collection and campaign…
JACK MOSS: What’s different about the way you’re approaching the fashion calendar? Why do you think it works better for Dundas?
PETER DUNDAS: We feel working at our own rhythm and that of our clients makes the most sense for us today. It also gives the best results. This means more season-less collections, because the Dundas woman travels and is in different seasons and climates all year around. The accelerating speed the fashion system has developed in to doesn’t inspire creative work nor does developing huge collections of pure product multiple times a year.
JM: How did the campaign come together? Why did you choose to work with Sara and Mert & Marcus?
PD: We are trying to work in an organic manner which means working with friends and people who understand what we want to do. Doing your own brand also means creating something honest that feels close to you. Our friend Giovanni Bianco who created the concept suggested doing this together and both Sarah and Mert and Marcus are people we love and work with frequently so it all happened quite organically.
JM: What characteristics does Sara have to make her the Dundas woman? Who is the Dundas woman?
PD: I think Sara embodies the Dundas woman with both her beauty and also her personality. She is very smart, assertive and she is not afraid of her femininity. That is also part of our brand essence which is also why I think it was one of the easiest shoots we have ever had.
JM: What’s your favourite piece arriving on Matches this weekend?
PD: All our girlfriends want the red chiffon dress which I know is arriving in stores. Another runway success has been the one shouldered neon pink ruffle mini dress which has been popping up everywhere.
