Every woman needs her wardrobe staples, just ask Tamika Rudd, head designer of Co. by Cotton On. The latest collection is made up of key pieces with a fresh take on denim, crisp white shirts, colourful prints, and a campaign featuring the inimitable Lara Bingle – all masterminded by Tamika and her team. We chatted with her about her inspirations, the collection, and what you must have in your wardrobe.
The collection is wide ranging, and sees updates to classic trends like distressed denim and boho. With such a large range, how does Tamika edit it to what makes it onto the racks? “There’s definitely a lot of deliberation that can go on for a month before we get [the designs] sampled. I base the decision mainly on the influential trends at the time, so lots of looking at catwalks, what I’m seeing [on the streets] and decide what will be the strong focus…what people will pick up on, and think ‘What does the Co. girl need in her wardrobe?'”
The denim pieces in the collection are staples that everyone should have in their wardrobe, but with a twist. From fringing, distressed boyfriend jeans, and chambray shirts, the classic fabric gets a workout! “My biggest passion is denim. I absolutely love it!” Tamika offers. “We all have a boyfriend jean, we all have denim shorts, so [to make these different] we push the design as far as we can to create that newness. It’s all about the hidden details, and special features that makes you want to have it”.
The collection is suited to the It Girl, with daring trends seen on our favourite best dressed celebrities, for example, a skirt in the collection is named the Rihanna skirt, and embodies RiRi’s rock chic attitude. Tamika explains that “we’re always looking at celebrities, checking out events and that sort of thing – they’re all quite early in adopting a trend”.
The latest CO. campaign features Cotton On collaborator Lara Bingle, and sees designer pieces mixed with the collection. Speaking on the shots, and the mix of designer-high street fashion, Tamika offers “[the styling] shows the versatility of the product, and that everyone can wear the pieces. You can elevate [the look] with designer pieces, or pair it back with your old favourites in your wardrobe. You don’t need to spend a million dollars to look a million dollars!” she says with a laugh.
With so many covetable pieces in the collection, I had to ask, what is Tamika’s must-have out of the range. “It would be [The distressed boyfriend jean] – I’m actually in them today! They’re so easy, and great for this trans-seasonal period we’re in now. The off the shoulder tops have really been strong, and that’s something that we’ve seen lots of girls wearing. It’s fresh, it’s like a completely new fresh look – that would be a must have to update your wardrobe this season”.
The Co. By Cotton On range is available in store, and online now.