The Orientique Australia Story
A Heritage of Australian Quality and Style
For over 45 years, Orientique Australia has stood as a beacon in the world of fashion, synonymous with exclusive artistic prints, beautiful natural fabrics, and impeccable quality.
As an Australian brand with a rich heritage, Orientique Australia has set itself apart in the fashion industry, not just for its unique designs but also for its commitment to sustainability and quality. This article delves into the journey of Orientique Australia, exploring its origins, commitment to natural fibres, unique design process, and its enduring impact on the global fashion scene.
The Beginnings: Crafting the Orientique Identity
Founded in 1976
Established in 1976, Orientique Australia began its journey as Australia’s leading cotton label, quickly gaining recognition for its exquisite artistic prints and high-quality natural fabrics. The brand's philosophy of blending modern styles with traditional craftsmanship has appealed to a diverse audience, solidifying its place in the world of women's fashion.
A Different Approach to Fashion
Unlike many fashion labels, Orientique Australia's process starts at the very foundation of garment making - the fabric. The brand takes pride in weaving and knitting its fabrics, ensuring superior quality right from the thread count and weight. This meticulous attention to fabric sets Orientique Australia garments apart, where many labels may compromise on fabric quality for cost.
The Fabric of Fashion: Orientique's Core
Every Garment Starts with Fabric
For Orientique Australia, the journey of each garment begins with the selection of fabric. After rigorous checks and testing, the chosen fabric is dispatched for washing and printing. Each print is a work of art, created by Orientique Australia's design team or European artists, ensuring that each pattern is unique to the brand.
Committed to Natural Fibers
Orientique Australia's dedication to natural fabrics is evident in its 'plant to garment' philosophy. The brand specialises in cotton, linen, and rayon, sourced from some of the world's finest mills. Each Orientique Australia garment carries the distinctive tag 'Orientique naturally Australian,' highlighting its commitment to natural, sustainable fashion.
Global Presence, Australian Roots
With over 600 stockists in Australia and 2,000 worldwide, Orientique has made its mark globally while keeping its roots firmly planted in Australia. The brand's growth in various markets, including New Zealand, the US, Canada, the UK, and Europe, is a testament to its universal appeal.
Collaborations with European Artisans
Orientique Australia's design team collaborates with artisans across Europe to create a fusion of beautiful prints. Creative teams in Milan, Como, Paris, and London play a significant role in shaping each collection's fashion direction, blending European artistry with Australian design ethos.
Orientique's Seasonal Collections
Biannual Fashion Innovations
Orientique releases two collections annually, with each catering to the specific needs of the season. The Summer collection focuses on cotton/rayon wovens, while the Winter collection revolves around knits.
These collections are showcased in Orientique’s showrooms across Brisbane, Sydney, Melbourne, and Adelaide, offering a range of natural fabrics, stunning prints, and sizes that cater to the Australian woman.
The Orientique Team: A Global Family
Supporting Boutique Businesses
Orientique prides itself on being a boutique business that supports other boutique businesses. The brand’s teams across Australia, New Zealand, India, the UK, Europe, and Canada share a common goal of understanding and supporting their customers. Orientique Australia's headquarters in Brisbane buzzes with activity all year round, coordinating sales and supporting customers across 15 countries.
A Legacy of Friendship and Teamwork
Orientique Australia's success is built on more than just fashion; it’s a story of enduring friendships, challenges, and teamwork. Many suppliers have been with the brand since the 1970s, showcasing a legacy of mutual growth and respect.
Orientique's Commitment to Sustainability
Championing Organic and Sustainable Practices
Orientique Australia's commitment to sustainability is reflected in its choice of fabrics and production methods. The brand's cotton garments boast the Global Organic Textile Standard (G.O.T.S) certification, ensuring the highest quality of organic cotton.
This commitment extends to sourcing sustainable rayon from FSC certified forests, guaranteeing environmental responsibility from the forest to the garment.
Fair Trade and Eco-Consciousness
Embracing fair trade practices, Orientique Australia ensures safe working conditions, no child labor, and fair wages. The brand's dedication to using organic cotton significantly reduces water consumption and avoids harmful chemicals and pesticides, aligning with its philosophy of "living on the planet like we have another one to go to!"
The Artistry Behind Orientique Prints
Unique and Exclusive Designs
Orientique's unique appeal lies in its exclusive print designs. The brand's creative process involves hand paintings and drawings developed into digital art by teams in major fashion capitals. Each print undergoes meticulous screening by artisans, embodying the brand's dedication to craftsmanship and uniqueness.
The Journey of a Print
The journey of creating an Orientique Australia's prints is a labor of love, involving up to 30,000 hand screenings for a typical 10-colour print. This process not only highlights the brand's commitment to quality but also ensures that each Orientique Australia's garment is truly one-of-a-kind.
Conclusion: Orientique's Lasting Impact
Orientique Australia stands as a testament to the power of quality, craftsmanship, and sustainability in fashion. With a legacy spanning over four decades, the brand continues to inspire with its unique designs, commitment to natural fibres, and support for boutique businesses. Orientique Australia is more than just a fashion label; it's a symbol of enduring elegance and ethical fashion.