How the pandemic led Ingrid Starnes to reimagine the future of Kiwi fashion
How the Pandemic Inspired Ingrid Starnes to Redefine Kiwi Fashion
After a decade of dressing New Zealand women and navigating a fashion label through a global pandemic, Ingrid Starnes is reinventing her brand. She shares her new vision with Jessica-Belle Greer.
A Year of Reflection and Change
Ingrid Starnes sits at her family’s dining table, which doubles as a meeting space, with a mosaic of art behind her. She examines the fabric of a unique belt she’s crafting. “Recently, I’ve been personally handling special orders,” she says. “I’m enjoying the extra time spent creating and designing.”
Like many of us, the past year has led Ingrid to prioritize and recognize what truly matters. At the beginning of 2020, she was celebrating her label’s 10-year anniversary and preparing for exciting new ventures when Covid-19 disrupted those plans.
Challenges and Adaptations
On the surface, things seemed promising. One of Ingrid’s loyal customers, Prime Minister Jacinda Ardern, wore her white silk Mio top on the cover of Time magazine. With her husband and business partner Simon Pound, Ingrid was preparing to open a store in Auckland’s Commercial Bay and exploring international sales after a successful showcase in Paris.
However, Covid-19 led to the closure of both Ingrid Starnes’ Auckland stores. The pandemic struck while they were in the middle of producing their next collection, forcing them to take on additional debt. As non-essential services closed, the brand’s revenue dropped, and wholesale orders were canceled. Their hard work and business future seemed to be unraveling.
During the Level 4 lockdown, Ingrid and Simon had time to reflect but also faced the stress of homeschooling their 12-year-old twins, Ned and Olya, and their nine-year-old daughter, Gertie. “It’s incredibly stressful for the family,” Simon reflects. “It’s tough to feel like there are any right answers in such a situation.”
A New Business Model
The couple realized that the traditional fashion model—creating collections well in advance and often discounting unsold items—was unsustainable. Competing in a fast-paced international market while proudly manufacturing in New Zealand was an ongoing challenge. The pandemic highlighted the need for change.
“That lockdown made us question, ‘What’s going to happen?'” Ingrid recalls. “The worst-case scenario was bankruptcy, which would have been devastating.”
Determined to support their suppliers and team, they launched a PledgeMe campaign, inviting their community to invest in the brand’s future. Although the campaign fell short of their $200,000 goal, it was a strong start.
Bringing the Brand Home
Instead, Ingrid and Simon decided to take control and relocate the brand to their home in Auckland’s Westmere. This creative and calming space, filled with potted plants and art-covered walls, has become their new workspace.
“The change was challenging at first,” Ingrid admits. “But now, I’m really enjoying the freedom it gives me to work and parent—being there for school pickups and spending time with the kids while they’re young. It’s truly special, and I remind myself of that on tougher days.”
During the transition, they had to let go of staff who felt like family but managed to retain one full-time employee, Veronica, who handles production, and a part-timer, Tori, who assists with communications. Their workspace is now a downstairs studio filled with fabric samples and inspiration.
Family and Creativity
Watching their parents build something from scratch has positively influenced the children. Ned has learned to make pencil cases and scrunchies and often joins the team in the workroom. “It’s a special community of creative people making things happen,” Ingrid says.
Ingrid grew up in a creative household in Manutuke, Gisborne. Her parents built their home, leaving walls semi-finished for the kids to draw murals. Ingrid often snuck into her mother’s sewing room, filled with patterns and machines, to make doll clothes and costumes. “It was magical,” she recalls.
As a young designer, Ingrid honed her skills at Kate Sylvester before launching her own label in 2009. The brand gained a following for its quality garments with a modern vintage sensibility. “Now, what I’m doing has almost come full circle,” Ingrid says. “Making samples from home and figuring things out as I go.”
Looking Ahead
Like when the label started, each collection will feature around 10 styles, released more frequently to align with the seasons. Customers can preview and pre-purchase styles on the brand’s website, with delivery in three to six weeks. This direct-to-customer approach aims to reduce overproduction and the high cost of local fashion.
Throughout her career, Ingrid has collaborated with creatives and artists, such as Kirstin Carlin, whose miniature painting is part of the art pattern behind Ingrid during our interview. “That’s what I love about working in fashion… all the people you collaborate with,” she reflects. “You’re always creating.”
Special custom orders are still available, and the bridal line, Ceremony, continues with a more streamlined and affordable approach. Ingrid is also developing a classic range to complement each new collection, offering signature styles with slight seasonal variations. “At the moment, it’s a total experiment,” Ingrid says. “We’re still finding our way.”
