First look at Pip Edward’s ‘creative liberation’ as sole director of P.E Nation
One of Australia’s most recognisable fashion brands debuted its “elevated and muted colour” makeover on Tuesday, with founder Pip Edwards saying she started from ground up after parting ways with her business partner of 10 years.
Confidential
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Pip Edwards was emotional and elated after relaunching her eponymous active and street wear label on the second morning of Australian Fashion Week.
“You work so hard for so long and then in 12 minutes, it’s over,” she said. “And it’s like, what the f**k just happened?”
“We have got to start from the beginning again and we started from ground up,” Edwards told Confidential.
It was P.E Nation’s first Australian Fashion Week show since co-founder Claire Greaves announced her departure in 2022 and so the labels’ first line solely under Edwards’ creative leadership.
The athleisure garments have become coveted items to flaunt in Australia, with celebrities and public figures seen sporting them.
On Tuesday, Edwards staged a runway show that saw 40 models pace a 40m long runway in front of more than 600 invited guests, but it was the founder who stole the show.
The 44-year-old took to the stage in a high neck rain jacket and a sheer black skirt and underwear, putting her own twist on the naked dressing trend that has ruled the red carpets in 2024.
“For 22 years, I’ve been in so many businesses for other people, or with other people,” she said.
“Now I’m on my own. It’s been an interesting mental journey. It’s not about limelight, it’s about going, what rings true to me? That’s all it is. It’s creative liberation.”
P.E Nation debuted looks featuring oversized sweat pants, bomber jackets and hoodies, all in a “muted colour palette”.
“The elevated shapes and fabric means that it can seamlessly slip into every woman’s wardrobe,” Edwards said. “It can go with everything and anything and it can take you anywhere.”
Leaning into mass market appeal may not have pleased the snobbiest members of Sydney’s fashion pack — some of whom said they were expecting Edwards to extend outside of street and athletic wear when she teased a ‘new era’ — but it’s a savvy move in the current economic climate.
“Previously, P.E was defined by the colours, and the colour clashes, and all the bold patterns. That tended to speak for the woman and now she can speak for herself,” Edwards said.
She waved at the crowd, which featured famous faces such as radio host Jackie O Henderson and former Minister for Foreign Affairs Julie Bishop, and smiled as the crowd praised the efforts.
The Re/Creation collection, debuted on Tuesday, was 18 months in the making, with another six to pull together the Fashion Week show.
“I knew coming out it would be so emotional,” Edwards said, holding back tears backstage.
“I had one eye on my son, I knew where he was and that’s all that matters really.”
Sustainability was also at the forefront with P.E Nation being awarded B Corp status, an internationally recognised benchmark for sustainability, in March.
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