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Sherie MuijsPress release – for immediate release Thursday 26 November, 2009 New Zealand fashion label sherieyvonne has undergone a name change to Sherie Muijs as part of a brand reinvention. The change takes effect as designer Sherie Rai launches her winter 2010 collection which will hit stores in February next year. Prounced ‘Mos’, the new label name enhances the European influence the brand has; Muijs is Sherie’s maiden name and comes from her Dutch heritage that has shaped the label since its inception. Over the past 18 months, Sherie has been refining her business, growing strong networks in both sales and within other aspects of the fashion industry. She now has a solid platform to launch the new label name. The summer 09/10 collection was the first for Sherie after a season away from fashion where she spent time planning and building he company. Now as winter 2010 launches, the label has gained new sales accounts and Sherie’s team has grown to support future expansion. Rai started her part namesake label back in 2007 after garnering attention and a national award with her first ever collection. As part of the 2006 AUT fashion ‘Rookie’ show, Rai executed a sharp quartet of crisp white shirts entitled ‘White Wash’ that won her the Deutz Fashion Design Ambassador award. The success also led to the collection being one of the first from an AUT student to be bought straight off the catwalk. The label was snapped up by stockists in New Zealand, Australia and later in the U.S.A, including New York boutique Elizabeth Charles where Kate Hudson purchased one of the original oversized white shirts. The label now sits alongside admirable European designers such as Ann Demuelemeester and Dries Van Noten.
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