We chat to Tuesday Label owner and designer Biddie Cooksley, about what inspires her, her business philosophy, the Tuesday woman, and the possible shape of things to come.
How did you end up as a fashion designer?
Fashion is in my blood. My family was in the rag-trade long before me, so I grew up in the industry. Throughout school I worked in my parents’ manufacturing business before moving to Auckland in my early twenties to carve out my own independent career. After many years and a world of experience working in different roles for other brands and production companies, with the support of my husband, and my children, and a little bit older, it felt like the right time to move on and do my own thing.
How would you describe your brand aesthetics?
Tuesday Label is unapologetically feminine. Our branding is soft, pink and white; beautiful florals are a strong inspiration. I love looking to international fashion trends for direction and then creating more classic options that don’t have a ‘fad’ feel about them. Our designs are fun and fresh, but there’s also a timeless element to the colours and prints we use.
Who is the Tuesday Label woman?
She really is an extension of me. She wants to be the best version of herself every day because she knows that if she looks good she feels good. She doesn’t want to save that feeling for a party or a special occasion, and so she wears the pretty dress! It doesn’t matter if it’s to attend a meeting, walk the dog, or to do the grocery shopping. At her core she’s soft-hearted yet strong-minded, and wearing nice things every day is part of her self-care. She’s lots of things to lots of people (often a busy, working mum) and so her wardrobe needs to be versatile with beautiful pieces that can be worn equally well with sneakers or heels, boots or sandals.
Left-Right: 472 Luna Top Plum Pie and 476 Marie Pants Oatmeal. 613 Rio Top Navy Ditsy and 405 Meredith Skirt Navy Ditsy. 267 Claire Cami Silver Disco and 405 Meredith Skirt Silver Disco.Any aspects of the fashion industry you would you like to change?
With Covid-19, we saw a flash of worldwide discussion around seasonality and working more closely to match collection offerings with our actual weather patterns. I’ve long been an advocate for delivering closer to season so it was really exciting to see those conversations happening. With new part-payment options to secure our wardrobe updates instantly shoppers no longer need to ‘layby’ winter coats in February like they used to, so why are we still delivering them then? Everyone wants to be the first one out of the gate but it makes no sense to be launching winter product in our hottest month, or summer in August when it’s still freezing. I’d love to see the industry come together and align a fashion calendar that works differently.
259 Wendy Maxi Hot Pink LinenFashion designers that have had an influence on you and your work?
I love how Marcia Grazia Chiuri has reinvented Dior. She’s given the brand a topical voice that women resonate with, and there’s heart in that, you can feel it. At Gucci Alessandro Michele has flipped luxury on its head and somehow made it super wearable, accessible to everyone, but still something to aspire to. It’s very clever.
When starting a new collection, where do you begin?
Always with the fabrics! I constantly have shapes and designs floating around in my head, but it’s really the fabrications that pull a Tuesday Label collection together. I’m so drawn to colour, texture, and print—there are always fabrics that scream out to me to be worn. I’m very picky with the print designs and colour palettes we use, and the hand-feel has to be right too. Nothing happens by accident.
What are three pieces every woman should have in her wardrobe?
Too easy; a stand-out dress that makes her feel a million dollars, a classic pair of rigid blue denim jeans, and an incredible coat that elevates any outfit.
What helps you get in the zone when you’re designing?
An elusive combination of ‘quiet’ and music! I need my mind to be clear—stillness is my friend. And old favourites playing in the background keep me from getting distracted. Plus a cup of tea. And probably chocolate biscuits!
Anything else you would like to add?
We’ve recently opened our gorgeous Takapuna showroom to the public so you can now shop with us in person during office hours at 56 Barrys Point Road. Just look for the pink sign or get in touch via our social media channels @tuesdaylabel on both Facebook and Instagram. Also see more pics alongside our interview online, and shop Tuesday Label’s full collection at tuesdaylabel.com.
