Since 2005, evening wear brand Nookie has become the go-to brand for young women looking for a glitzy date-night look. After 16 years the woman behind the company, Nikita Sernack, has broadened her fashionable horizons to debut a fresh new brand and collection on day four of Afterpay Australian Fashion Week. Enter: RUMER. Expectedly the new go-to for summery day style.
“Launching a new brand certainly embodies the themes of emergence and ignition, and the year that was definitely inspired me to go for it! Whilst a challenging time, the past year presented a rare stillness where I was able to reflect, explore and draw upon my experience whilst expanding into this new creative venture,” Sernack tells GRAZIA. “I’m very grateful to be in a position to launch RUMER, given the challenging circumstances we all endured. However, as it often is the case, it is the challenges that fuel our tenacity, inspire creativity and help us to evolve. I’m proud to be exploring and expanding into a new offering that speaks to my own personal evolution as well.”
Revealed via the runway, RUMER lends a stylised approach to simple resort wear silhouettes. While Australian men and women are no stranger to delicate linen pieces and matching separates, Sernack raises the standard on ‘beach-to-bar’ looks. In addition to timeless swimwear and easy coverups, there was a regular feature on gathered bustlines, flirty hemlines and crisp summer tailoring. Soft linens were presented in a pared back colour palette of baby pink, sage and beige while light bounced off printed iridescent silk.
“Rumer is elevated daywear that speaks to an effortless and uncomplicated elegance,” Sernack continues. “Inspired by muses of both human and natural form, Romanticist is the debut collection for Rumer. It is about being captivated with life and emitting that energy. The essence of romance within everything.”
Perhaps one of the most exciting aspects of the new Australian brand is its contribution the industry it was born from. According to the designer, RUMER is 100 percent Australian made. “It’s something that has always been important to me. Using quality natural fabrics, sourcing recycled fibres, choosing locally made (always), reducing wastage, repurposing cut offs and giving back is in the DNA of RUMER.”
The creative team included acclaimed Sydney-based stylist Jess Pecoraro, Jon Pulitano, Hair Director of O&M Original Mineral and Lara Srokowski, Makeup Director from Lancôme.