Backstage Pass


It all begins with what can only be described as show and tell...

My desk is covered in magazine clippings, photos, postcards, show tickets, sketches, artworks and fabric swatches I’ve collected and created along the way. I have notes on what people are wearing and how they’re wearing it, notes on what’s selling and what isn’t and what’s been catching my eye out and about… there are all kinds of things, some of which may not seem like they have anything to do with fashion, but they do, because Anyone’s Daughter is about women and lifestyle.


These items are categorised and added to a smash book (like a cross between and journal and a scrap book) to be referenced and added to again and again.  My favourite items are used to create a mood board and a theme is beginning to emerge – A new collection has just begun!

This is your backstage pass to how it all happens…

One of my favourite parts of the design process is finding beautiful fabrics.  I work with a small team of fabric agents who source the most beautiful quality fabrics for me from Australia, Europe, USA and Asia, which all adds to the uniqueness of the Anyone’s Daughter range.

Next I’m sketching up more designs and reviewing colour and trend reports.  I have little notes on paper and post-its, fabric swatches and sketches everywhere.  There are notes about fabrics and design features and how it’s all going to work.  A mannequin is draped in fabric, a half finished pattern sits nearby, fabrics are flung across the table and a well used sewing machine holds the beginnings of another sample garment.

Meanwhile a couple of boxes have just arrived, bursting with new season collection pieces made by our local machinists.  They have been working their magic and now all these garments need finishing touches before heading out to stores.  Its brain overload and time for a break – I can hear a glass of wine calling my name!

After experimenting with ideas from pop culture, books, art and movies, hundreds of designs have been drawn then edited down to the final collection for the season ahead.  The new collection is coming together and it finally has a name…

The designs are finalized and notes are scribbled beside them and the next creative process begins.


Together with my talented team, patterns are made and samples are developed.  It can take many samples to get a style just right.  I then “wear test” each sample, which just means I get to wear it first and test it out in the real world.  The styles that make the cut are then photographed and lookbooks are made for our sales team to begin their road trips, visiting all our amazing stockists.

Meanwhile more fabrics are being cut using perfected patterns and our garments are being sewn by highly skilled people each chosen for their unique skills, shared values and commitment to quality.  
Then they’re back to the design studio to be pressed and a final quality check before ticketing ready to be sent out to stores.

All this along with our printers and couriers adds up to a lot of talented NZ people working on your Anyone’s Daughter clothing.  We know you love great value clothing and we believe NZ made is one of the most valuable things we can offer you.



The Brand

Anyone’s Daughter is a boutique NZ fashion brand designed for women who live a busy modern life.  Whether you have an important meeting, are picking up the kids from school or catching up with friends for drinks, it’s all about looking and feeling amazing.

The Anyone’s Daughter story began in 2006, when NZ designer Erika Achilles saw a gap in the Australasian market between high end boutique and street-wear chain stores for fashion with feminine styling and a distinctive edge.


Following the designer model of creating in house and producing small production runs locally, Anyone’s Daughter creates beautiful pieces in limited numbers ensuring individuality.


Femininity with a street wise attitude quickly became Anyone’s Daughter’s calling card, with smart takes on everyday wardrobe favourites and sharp edged fashion with creative cuts named after rock songs and Hollywood movies.  It’s a laid back yet luxurious mix of wearable pieces with casual sexiness conveyed in the finer details - textural contrasts and uncomplicated layering, combined with a moody colour palette.

Anyone’s Daughter has a hint of rock'n'roll, a little of the free spirit and always room for your own spin. 

Anyone’s Daughter is available online and in selected boutiques throughout New Zealand.  


The Designer

This is me - a self-confessed, somewhat crazy (yes, my mother even had me tested), business woman, wife, mother, designer, dreamer, story teller... the creative brain behind New Zealand's much loved fashion brand – Anyone’s Daughter.

I’m a girl who loves rock music, roller skating, driving with the window down, red lipstick and black lace, comfortable denim cut offs with animal print slides or black leather high tops - a little bit NZ beach meets grunge, fitting my Bay of Plenty roots, not always the glam image of fashion industry success.

I'm known for saying what I think, I swear a lot, listen to rock music, drive a supercharged car and I wear a lot of black.  Some people have names for these things – I’ve been called a witch, bitch, bogan...

I can find any excuse to celebrate with a glass of wine. 


I have always been inspired by rebellion.  I find myself gravitating towards women who play by their own rules and clothes that feel daring but still wearable.  This is why I love a good print!  Cheers to the women who aren’t afraid to take risks in life or in their wardrobes.

I speak 3 languages: English, sarcasm and movie quotes.

I’m a Mum, but that doesn’t stop me from wanting to dress well.  My aim, regardless of whether you’re a Mum, a model, a lawyer or a teacher, you should be able to find cool and suitable pieces from my label.

I believe if you work hard and are kind, amazing things will happen.

I am an over-sharer on the internet.

My clothing isn’t about magazine features and runway details.  I create cool clothing for real women.  My clothing tells a story – your story.  It’s about everyday life – authentic, spontaneous and being lived out loud.

So it’s safe to say I’m not your average designer.  Then again I’m not your average anything.  Chances are neither are you (and that’s why you’re here).  If you’re ready to style your wardrobe and your mind then you’re in the right place. 

Welcome to Anyone’s Daughter.  I’ve been waiting for you…


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