Peggy Concept Store owner Evelyn Broughton is concluding New Zealand Fashion Week 2026 by assessing buyers’ perspectives on current trends and sourcing strategies. Her insights reveal a changing market where local and Australian designers are increasingly shaping the store’s selections.
Brand Mix and New Additions
Australian labels continue to dominate Peggy Concept Store’s shelves, with Nagnata, SIR., St Agni, and Alémais maintaining their status as top performers. The inclusion of Harris Tapper has proven particularly impactful, quickly climbing into the store’s top five bestsellers.
New Zealand designers are also making stronger inroads. Over the past year, the store introduced Maggie Marilyn and Jasmin Sparrow, while Paris Georgia’s Elemental range has delivered standout sales figures. Among Australia’s emerging talent, Broughton singled out Fella for its swimwear line, along with One of Others, PPeached, and Tohen as recent additions to the inventory.
The store has reintroduced Posse after a prior exit, citing strong resonance with the FW26 collection. This line performed well both domestically and with international customers, reinforcing its appeal to European-summer shoppers.
Buying Strategy Amid Changing Market
While dresses, tops, and pants remain consistent sellers, jackets and shorts have seen a notable uptick in demand. Nagnata leads the bestselling brands, followed by SIR., with Harris Tapper, St Agni, A.Emery, and Alémais rounding out the top positions. This season, Broughton is adopting a more conservative approach to initial orders, reserving a larger portion of the open-to-buy budget for reorders and mid-season adjustments.
Customer behavior has shifted toward a “buy now, wear now” mindset, compelling the store to prioritize flexibility over long-term commitments. The team is now stricter about brand selection, scaling back purchases for labels that fail to meet sell-through expectations. With more capsule collections and frequent mid-season drops entering the market, Broughton warns that open-to-buy funds may be depleted before a full season concludes.
Discovery remains a core value for Peggy Concept Store. Broughton emphasizes that new designers are only considered if they offer unique appeal or genuine excitement. To mitigate risk with emerging labels, the store has reduced minimum order requirements, allowing for more experimentation.
Emerging Trends Seen at NZFW
Broughton is particularly excited about Dan Ahwa’s Studio show, where Harris Tapper already holds a prominent position in the brand mix. She also highlighted emerging designers Claudia Li and REBE for their distinctive styles. The runway showcased strong themes of texture, proportion, and refined finishes.
Claudia Li’s work stands out for its romantic, feminine aesthetic, contrasting with the darker, more technical designs often associated with New Zealand fashion. REBE’s collections blend innovative direction with practical wearability—a combination Broughton believes increasingly aligns with shopper preferences.