Andy South previews Fall 2011 South collection

Nadine Kam photos
Designer Andy South poses with his model after the informal preview of his South by Andy South Fall 2011 ready-to-wear collection at Neiman Marcus.


Andy South offered a preview of his Fall 2011 South by Andy South ready-to-wear collection at Neiman Marcus on March 3, coinciding with the store's Spring "Fashion Rules" event.

There was a fashion show featuring the florals, whites and neutral colors of the season, followed by Andy sharing the stage with NM Honolulu's merchandise manager for contemporary sportswear, Lucy Chelini. It's difficult for any designer, much less one coming out with a first-time produced collection, to get into such a major retail store. It's generally not done, and even moreso in this tight economy. For good reason.

First, retailers don't want to take a risk on unknowns. Luckily, Andy is well-known in this town and the extended "Project Runway" community.

Second, as much as a buyer believes in a designer's talent, production is a whole other story. It's costly and there's a lot that can go wrong between the sample and finished stages, so it says a lot that Andy's got his foot in the door based on the strength of his designs, work ethic, and impression that he wouldn't settle for factory work that doesn't meet his high standards.

Neiman Marcus Honolulu's merchandise manager for contemporary sportswear, Lucy Chelini, welcomed Andy South to the stage to talk about his new collection. Click here to watch the video.

Andy was able to talk about his brand and vision, while teasing attendees with the promise of a couture line to come. One thing I didn't mention in my print interview with Andy is that he also designed his line with men in mind. Men have been inquiring about his clothing for themselves, but rather than stretch himself too thin at this point, he created some pieces to be unisex.

There's a lot of versatility in the collection overall, making it easy to add a couple of pieces to any type of wardrobe. Many pieces are drapey, making them easy to wear, and of course, there are the form-fitting, show-stopper dresses as well, for the risk-taking "South" girl who enjoys making a grand entrance.

From the response after the show, with people swarming the racks to feel and eye the samples up close, it looks like it'll be a hit come fall, when it's in the Honolulu Neiman.

The collection will have it's World Debut on Ala Moana's Centerstage on March 24 during the center's Spring Shop A Le'a event. I don't know what he's planning, but I'm sure it'll be signature Andy, who always aims to surprise. People who were there may recall he made a grand entrance on stilts in opening the Honolulu Community College Fashion Show when helping the Class of 2009.

On a side note, the launch of the Empty Bowl Hawaii 2011 Project also took place at NM that night. Check out my other blog Take A Bite for a visit with the artists and find out more about the big event March 18. No art lover or foodie will want to miss it!

Reise Kochi, who's helping Andy with his collection, posed with Lacy Matsumoto and Tiare Thomas.

Andy with fellow designers Matt Bruening, center, and Richie Miao.

Brie Thalman was among the Andy fans who rushed to the racks to check out his collection samples after the show.

Lacey Lien tries on one of the collection's signature pieces, a leather structured chain vest. Fashion show guests could enter a drawing to win the vest.

Many of Andy's pieces were draped with lightweight chains and silk fringe. Nicole Fox, who showed up after a workout and en route to hula practice, had the right vibe with her own chain-embellished tote.

Fans were happy for the opportunity to be photographed with Andy and his models Kate Schuette and Justine Godfrey.