After graduating from Whitecliffe College of Arts and Design in 2007, BFA Fashion Design major, Maxine Wooldridge created her fashion label Dmonic Intent, which focuses on high-end, one-off, women’s street wear with an edge.
Dmonic Intent is a collaboration of artists from different fields who were able to combine all of their talents and expand into fashion accessories such as their ever-popular zip products, fine jewellery (made from silver, gold and platinum) and art design works. Their design aesthetic revolves around the idea of finding beauty in all things dark and dangerous.
In May Dmonic Intent entered the Miromoda Fashion Design Competition in two categories. From the initial concept and drawings, to the production of the garments, Dmonic Intent succeeded in becoming the Haute Couture Category winner for their design Black Sheep. They were also awarded Established Category runner up for their design The Alchemist. Dmonic Intent will show both pieces at New Zealand Fashion week for the first time on Friday September 2. Dmonic Intent will also show at the Miromoda Fashion Extravaganza in Wellington. Presented as a part of the REAL New Zealand Festival, which runs alongside the Rugby World Cup 2011, the Miromoda Fashion Extravaganza will take place on Friday September 30. This event will showcase traditional and contemporary Maori fashion and design by Maori fashion designers.