From a family of architects, local designer James Bush sees fashion as an applied art that must be grounded in the best techniques of construction and cut. He designs and cuts all his own patterns, thinking carefully about how to make clothing which sits beautifully and which flatters the human form. Creating clothes for women, designed to flatter curves and to move in a way that allows them to feel confident and beautiful, dressed in exquisite fabrics.
Since returning to New Zealand from Europe James noticed an increase in interest in locally made products that hold a strong story behind them. By setting up his brand in his homeland, he hopes to become part of this flourishing culture.
This is the first collection for J. Bush and it is deeply personal one. Not only has it been photographed on his mother in law but it was shot in a house designed by his grandfather featuring family ceramics in the background. The clothes are designed to be classic, with a luxurious European cut, but with a lighter and freer feel reflecting an uninhibited New Zealand attitude.
