fashion / published

LAUNCH: Transeasonal 2013 collection by SONYA KRAAN

the recovery2

Gusto – [guhs-toh], noun – a keen appreciation, individual taste, zest, spirit

Élan – [ey-lahn, āˈlän;], noun – combination of distinctive, stylish elegance and vigor

Gusto & Élan is an exclusive fashion boutique which boasts an array of exciting local and international independent designers.

Nestled right in the centre of Melbourne’s trendy and bustling Brunswick Street, Gusto & Élan make a unique and affordable fashion statement with an element of pizzazz.

April 7th saw this concept emulated in the launch of the much anticipated SONYA KRAAN collection “The Recovery”.

An afternoon of elegance, chic modernism and versatility, attendees browsed the decadent collection as they sipped on champagne accompanied with sweet and savoury nibbles.


Sonya Kraan is a Melbourne based designer that focuses on creating beautifully crafted women’s wear tailoring with hidden functionality and transformability.

The SONYA KRAAN label is driven by the belief that the fashion design discipline must be met with equally weighted rationalism and creative expression.

Her work suits the woman on the go – functionality is always carefully considered and some garments have a unique transformable ability. This may be as simple asremovable sleeves or layers for acclimatization or as complex as garments that can be reconfigured entirely.

Not to be confused with the utilitarian style ‘pants with the zip off legs’ Sonya Kraan’s designs borrow this thinking and hide it within beautifully crafted pieces.

The ‘SONYA KRAAN woman’ can go from a corporate look during a day at the office, and with a few tweaks, and unbuttoning of layers, sleeves or collars, can quickly transform into an evening goddess ready for a cocktail at the bar.

This consideration of design is relative to the labels approach to sustainability. Sonya believes that if we inject more ‘options’ into a garment and create something less static, we will increase its use.

“I hope to encourage a shift in customers expectations of a fashion product. A garment should posses longevity in both aesthetics and quality. It should last years not months, be worn and enjoyed , not thrown in a landfill.”

All collections are manufactured locally and ethically from high quality fabrications.

Check out Sonya’s ‘The Recovery’ Trans-seasonal 2013 Collection here, and see photos from the launch night below.

*Images courtesy of Gusto & Élan and Sonya Kraan

*Originally published on

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