Bay of style: Local fashion, flair and creativity
The Bay has been a mecca for successful fashion designers for decades, and now the new Tauranga Museum is planning to showcase its creative history in a collection that’s dressed to impress.
words DEBBIE GRIFFITHS
From homemade psychedelic ’60s frocks to prototype shoes to swimwear that made waves worldwide – the Bay is home to innovative fashion that will be celebrated in Tauranga Museum when it opens in 2028.
“Our fashion collection will show the talent and stretch people’s ideas of what Tauranga is,” says curator Fiona Kean. “Our fashion industry doesn’t get as much focus as it should.”
In fact, there are a number of New Zealand brands – both past and present – that many don’t realise are local. Expozay burst onto the scene in the 1970s, within a decade becoming the first Kiwi swimwear label in the North American market.
“We have the largest Expozay collection in New Zealand that starts from the beginning with hand airbrushed bikinis through to pieces from the early ’90s. Then we leap forward to emroce, which is also groundbreaking and global.”
Expozay swimsuit, photographed by Karen Ishiguro, nzfashionmuseum.org.nz
Pāpāmoa-based emroce, by designer Emma La Rocca, is the only zero-waste swimwear brand in the world. “Her desire is to see the way clothing is manufactured change to be more sustainable,“ says Fiona. “She uses fabric made from recycled fishing nets and cuts it in a way that means there’s no waste. She also makes inclusive gender-neutral swimwear.”
There’s also a nod to Staxs that had 21 stores around the country, boutique shoe designer Chaos & Harmony, surf labels – like RPM and Lower – Nyne, Repertoire and Greerton-based Beverley Productions that’s been creating knitwear since 1962.
“We’ve got over 5000 textile related objects in the museum collection and a lot have been handmade by local women who have the skills and passion to look great, and make their own clothes,” says Fiona.
Among them, former Ōtūmoetai Intermediate home science teacher Ruth Espin who donated seven pieces before she passed away in 2019.
“Each dress represents a pivotal moment in her life; the one she wore when she got engaged, her wedding dress and the outfit she was wearing when she took her baby home from hospital.”
Some of the outfits were purchased at Hartley’s on The Strand. Those who grew up in Tauranga will have fond memories of their Lamson Cash Carrier System before the store closed in 1987.
“Nostalgia will be an important part of the museum experience and reminding people that they’re part of something bigger,” says Fiona. “There’s so much to share, we’ll be swapping out items regularly so it will be constantly changing. We’re very excited to showcase our fashion success stories.”
