Selasa, 08 Juli 2014

Local designer takes on NYC Fashion Week


One of Tampa's high fashion brands has its sights set on the Big Apple.


Monstruosité, a Tampa-based high fashion millinery brand, will strut the runways in September during New York City Fashion Week.


Dolly Donshey, fashion designer and creative director of Monstrousité, was one of more than a dozen designers chosen to showcase their collection for Nolcha Fashion Week: New York, an award-winning event that features emerging designer's collections.


Donshey,who is 23-years-old, will present her Spring/Summer 2015 collection, 'The Rise of Ostara,' for the event. The collection is inspired by the pagan festival 'Ostara,' a celebration for the birth of Spring. 'It's a pretty collection, probably the prettiest one we've done,' Donshey said. 'We're still going to keep the edge,' she said. Monstrousité is known for implementing a modern twist to the traditional hat-making art by experimenting with nontraditional materials.


At the event, Donshey's brand will receive global audience of media and buyers from around the world. 'We're going to be in our true market and show work to people we don't normally have contact with,' Donshey said.


The brand has also experienced exponential growth. For example, in the past four years, the company has established five steady buyers. With the help of Donshey's business partner, Sarah Edmiston, the company's sales have increased by 80 percent, Donshey said.


Monstruosité (formerly House of Donshey) was established in 2010. The company has two lines seasonally, a couture line of statement pieces especially created for celebrities, and a ready-to-wear collection for the everyday woman.


The precocious designer learned the craft of hat-making under Jan Wutkowski, alumni of Melbourne School of Millinery in Australia. Celebrities such as Carmen Electra, Sasha Pieterse and Kendra Wilson are some of Donshey's customers who have worn her designs.


Marin Guta is an intern with the Tampa Bay Business Journal.

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