Dannii Minogues new Petites range for Target
AT 5’2” Dannii Minogue knows how hard it can be to find stylish clothes that fit and says it’s about time the fashion industry did something about it.
AT 5’2” Dannii Minogue knows how hard it can be to find stylish clothes that fit.
So the petite songstress has collaborated with Target to design her own fashion range for petite women and says it’s about time we catered for all sizes and shapes.
What do you find is the biggest challenge with dressing as a petite woman?
“When I buy clothing, I always have to factor in the cost and time of getting it altered to fit.”
You’ve said that you have tried to create “solutions” with this new range, what sort of solutions can we look forward to?
”I have designed petite clothes for casual weekends, office attire, after 5, night’s out and events. The fabrics are really beautiful and they feel amazing on. They are designed to fit straight from the hanger, and they come with a hanger that fits – yes, petite clothes are too small for regular hangers, and too big for kid’s hangers.”
Do you think there should be more representation of petite models on international runways?
“It would be amazing to have all shapes and sizes on the catwalk – but I know from my experience with Project D in London, you have to try and make it all work with the cost of running the label. It is easy to imagine all shapes and sizes on the catwalk, but to contain costs; samples are all done in one size – which is why models need to be ‘sample size’. If all designers had a magic fairy to foot the bill to sample in every size, it would happen. The fashion industry is struggling so much as it is. With Petites we are just looking for one size model, and unfortunately they don’t exist on model books (because our petite frame is not sample size!) Our pattern is for 5’3” in height and even the smallest models start at 5’7”. Funnily enough some models have long legs and arms, but their bodies are actually petite in frame. I remember in London I used to borrow clothes from a designer who dressed Naomi Campbell. Naomi and I were exactly the same size in the body, so if it was a short dress without sleeves, bingo, it fit me straight off the runway.”
At your Target Fashion Show to launch your petites range you used models that were 6ft tall plus, why?
”A great question, but don’t believe that sensationalised headline…none of my models were 6 foot tall. I was so excited to be a part of the Target catwalk show in March. We worked so hard to have my samples ready for the show (which was a massive result considering I started sampling in China just before Chinese New Year!) The next challenge was to find models to fit the samples. I contacted modelling agencies, and their smallest girls were 5’7”and there were not enough of them to model all the samples I had! I snapped up all the smallest models and it was exciting to be able to book models for runway that would never have had that chance before. I had to use a couple of the models from the Target mainline show to be able to show all of my samples (the tallest of the mainline models was 5’9”). It was not ideal, but hopefully by our next runway we will have started a new chapter for the modelling industry. We are now recruiting petite models with our own castings. This is incredibly time consuming and we will have to train the girls from scratch to walk and pose. We have found some amazing girls already – I am so excited that the model scene will evolve and that we are at the forefront of it. I remember a time when there were no plus-size models, but now, these amazing girls are being represented globally by modelling agents. Our gorgeous Aussie model, Robyn Lawley, has been gracing the covers of Vogue, Elle and Marie Claire. I hope one day we have petite models that are 5’3” represented by model agencies. I am 5’2” and with over 40% of the population under 5’5” it would be great to be represented in various campaigns.”
What is the biggest advantage of being a petite height?
”Flying! I can curl up in any seat and snooze!”
Do the best things come in small packages?
“The answer to that is ‘yes’ – especially if you are walking past a jewellery store.”
What is your most memorable encounter with ill-fitting clothes?
“It is funny on photo shoots if they send shoes from PR companies – it looks as though I am a little kid trying to walk in my mum’s shoes. I kind of laugh/cry when I have to alter items like pyjamas – yes, can you believe it! If I don’t take up the length, I end up tripping over. Most one-piece swimsuits are too long in the body, and (post baby) I don’t feel like wearing small bikinis. It is a constant challenge.”
What is your favourite piece in the range?
“From the first collection I can’t live without my ‘sheath’ dress, the black blazer and my boyfriend jeans.”
What do you love most about designing your own fashion range and being involved in the fashion industry?
“I love the creativity of designing, mixed with the challenges of things like pricing, in-store display and timelines – I am a bit of a number crunching, problem-solving nerd at heart.”
Petites is available in sizes 4-16 at Target. Prices start at $20 through to $99. For more of Dannii’s style adventures follow her on Twitter and Instagram @DanniiMinogue.
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