Jane Daniels is an inaugural member of the New Zealand Fashion Hall of Fame. She launched her own label in 1986 retailing her New Zealand made collection through a select group of independent retailers and recently her second store in Christchurch to compliment her first store in Parnell, Auckland.

Jane Daniels designs are a hallmark of New Zealand fashion, featuring elegant, understated, yet edgy pieces in exclusive European fabrics. Her fashion philosophy is that simplicity is elegance and a woman’s individual style takes precedence over fashion.

“I am always aiming to incorporate elegance, simplicity and modern, clean flattering lines,” says Jane. “At the same time I like to explore and create unusual details that are different and new or from the past and ready for fresh interpretation. It is classical styling with an edge – always featuring details or changes in balance or silhouette.”

An enduring point of difference for Jane Daniels’ garments is fabric. The collections’ off-beat colours are dyed in Europe to Jane’s own specifications.

The way styles, fabrics and colours are put together – building wardrobes from one season to another is a key to Jane Daniel’s success'. “I prefer natural fabrics and the colours must be flattering – I love to mix unusual colours together, which build on each other and on previous collections,” she says.