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Pia Boutique

PIA has a new home.
By Diana Clarke
March 02, 2015
By Diana Clarke
March 02, 2015

If you can remember the eternity ago that was New Zealand Fashion Week 2014 you will remember PIA by Pia Naera as one of the stand-out shows. There was a lot of colour and print and feminine silhouettes going on, and the designer was one of the youngest on show, she is in her early 20s. If you did watch the show, you probably visited PIA in Parnell. The store was an ornate little boutique, all cream walls and wooden floors, with the season's product lining the perimeter. And now PIA is relocated to her brand new store in Newmarket. It is bigger, fresher and shared with Foss & Kruger, stockists of big-hitter brands Birger et Mikkelson, Sable and Minx and Leon & Harper.

Osborne Lane is one of those places that no one would know existed if they didn't receive a heads up from someone in the know. But the brick alley is now completely decked out with some of the best local and international brands on offer in the city. PIA is a welcome addition to the mix. The new store slots in perfectly beside OFF wax bar, Pocket Boutique and Seletti Boutique. The new space has an industrial minimalist vibe. The floor is concrete, with a few rugs and a cow skin to liven the place up and add a little character. There is also some brickwork, which ties the interior in with the lane outside, exposed plumbing, the clothes racks hang from a tall ceiling, and there is a vintage hatstand. It's all cool.

The shop floor sees locally designed, printed, created, and manufactured PIA attire more than keep up with the international labels that Foss & Kruger dresses the racks in. In fact, the bright and bold PIA designs even stand out against the less busy, more simplistic works of the likes of Day Birger. In saying that, none of the brands battle for the spotlight, and the store has been curated to perfection, with each label working with its neighbours pretty harmoniously.

If you were a regular at the Parnell store, or a fan of PIA in general, the new setup is more than worth a look. Plus, check out our interview with Pia back in 2012 here.

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