Oroton unveils new concept store in Canberra first

Posted on 8 August, 2019

It is not often Canberra gets to be “first” in relation to an iconic Australian fashion house launch.

But Oroton has chosen Canberra Centre as the location for its very first concept store which showcases the brand’s first full ready-to-wear fashion line.

It is part of a rebirth for the classic Australian label—synonymous with quality and known for its finesse. But now, Oroton is taking a stake in designing classic apparel on top of its staple handbag line—appealing to new audiences of Australian women.

The move follows the fashion-forward appointment of Sophie Holt to revamp one of the country’s most successful heritage brands.

With a track record in reinvigorating some of Australia’s best-known labels, including Country Road, Holt’s appointment as creative director has led to a change in direction and design overhaul which promises to bring Oroton front of mind to new generations.

The range of apparel includes sophisticated and seasonless classics that make that “Oroton statement”—think shirtdresses, trenches and tailored separates in linen, silk and leather.

But Holt says her designs will bring more interest and energy to the label.

“We are even introducing a bit of colour and print – we are not taking ourselves so seriously.”

And Canberra women will be the first to experience the new designs first-hand.

Holt, whose grandparents were among the city’s long line of Prime Ministerial residents in the 1960s—Harold Holt and his wife Dame Zara Holt—said she was so excited to see the physical presence of the new Oroton store direction in the ACT.

Designed by renowned architect Don McQualter—the creative force behind other lauded retail fit-outs including Zimmermann and Scanlan Theodore—the curved shopfront within Canberra Centre’s Level One Ainslie Mall will give way to the feeling of separate spaces, with apparel represented in each of the rooms.

Design features include raffia painted wallpaper, consciously used to create depth and add texture within the space. Custom-made resort-style tables made in rattan and cerused oak screens throughout brings the aesthetic back to its Australian roots, whilst catering to a global customer.

According to Holt, “The philosophy behind this new chapter is to remain effortless, whilst sophisticated and we feel that this retail concept truly encapsulates that spirit.”

A blueprint for further stores across the nation, Canberra will be the first which speaks to the new chapter of Oroton—acting as the launchpad for its redesigned logo and the showcase of the full range of apparel.

Canberra women always have had an affinity with the label – which has sold particularly well among professional working women.

Now Holt says the label will appeal to a broader – and younger crowd.

“Professional women will always be a huge focus for us and our brand identity and proud heritage, but we are making the range a lot more fashion-forward and that is going to broaden our appeal.”

Oroton was founded in Sydney in 1938 by Boyd Lane and is perhaps best known for its leather bags for women and men. It revolutionised Australian fashion in the 1950s by replacing traditional materials used for evening bags with metallic mesh—a solely utility material at the time.

It has close to 50 stores and department concessions across Australia and Malaysia.

You can find the Oroton Canberra Concept Store at Level 1 Ainslie Mall, Canberra Centre. Discover more at oroton.com.au

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