Overview
Juliette Hogan is a New Zealand womenswear label founded in Auckland in 2004 by textile designer Juliette Hogan. After studying at Massey University and completing the final stage of her education in New York through the Karen Walker and Steinlager Dare to Be scholarship, Hogan returned home and built the business first through wholesale from her family property in Karaka. Avenue Clothing became a principal local manufacturing partner in 2006, the label entered Air New Zealand Fashion Week that September, and its first owned boutique opened on Ponsonby Road in 2007.
The business has since developed into a founder-led national label with owned stores in Newmarket, Commercial Bay, Wellington and Christchurch, e-commerce, wholesale distribution and a workroom in Avondale. Its main collections sit alongside Juliette Hogan Bridal, JH Lounge and the permanent Foundation Suiting offer. Hogan remains Director and named designer, working closely with Art Direction + Design Lead Alice Feutz on collection development and image-making; selective returns to New Zealand Fashion Week in 2019, 2023 and 2025 have kept the runway as an occasional public expression of a business otherwise organised around four annual retail collections.
Philosophy
Juliette Hogan’s design is grounded in textile behaviour, proportion and a controlled approach to everyday polish. Silk dresses, fluid tailoring, knitwear, coats and relaxed separates are frequently organised around original prints, tactile surface and restrained construction, allowing colour and fabric to carry much of the visual weight. The silhouettes favour ease without losing definition: bias cuts, clean trousers, softened jackets and precise occasion pieces are designed to move between work, evening and ceremony without requiring a separate visual identity for each setting.
The label’s production structure reinforces that continuity. A long-running relationship with Auckland manufacturer Avenue Clothing keeps much of the main collection in New Zealand, while the Avondale workroom concentrates design development, sampling and bespoke bridal work. Permanent offers such as Foundation Suiting and JH Lounge sit beside four collections tied to seasonal change, giving the wardrobe both recurring foundations and room for new print, fabrication and proportion each year.
Timeline
Disclaimer
Creative timeline
Button TextJuliette Hogan is scheduled to return to Shed 10 at New Zealand Fashion Week on 18 August 2026. Collection 2026.FOUR is being promoted as forthcoming ahead of the event, so the show remains an announced future presentation at this stage.
By 5 June 2026 the Juliette Hogan workroom was operating from Avondale. The site now supports collection development and the house’s bespoke bridal process, replacing Morningside as the current creative workroom.
Juliette Hogan closed its Ponsonby store during 2024 and retired the older Britomart location before opening Commercial Bay on 5 March 2025. Fixtures from both former stores were reused in the new CBD space, leaving a four-store network across Newmarket, Commercial Bay, Wellington and Christchurch.
Foundation Suiting introduced a permanent tailoring base of jackets, waistcoats and trousers on 22 May 2024. The line was designed to remain available across collection changes and provide a stable framework for the house’s seasonal fabrics and prints.
Hogan became Chair of Mindful Fashion NZ in 2023 and continues in the role under the organisation’s Fashion & Textiles New Zealand identity. The position extends her work beyond the company into national industry governance.
Hogan joined the board of Mindful Fashion NZ in 2022 and the company published its first sustainability progress report the same year. The appointment placed the founder inside a collective effort to improve material, labour and supply-chain practice across New Zealand fashion.
The intended 2021 New Zealand Fashion Week presentation was cancelled during the pandemic, and Juliette Hogan released the work as Collection 2022.ONE Digital Presentation. The film kept the collection in public view without converting the cancelled runway into an in-person show.
JH Lounge launched in 2020 as the house expanded into elevated loungewear and knitwear. The line remains part of the current Juliette Hogan offer and uses materials including organic cotton and traceable cashmere.
In 2019 Juliette Hogan moved its central workroom to Ethel Street in Morningside. The larger site brought design, production and administration together and became the setting for the label’s Autumn/Winter 2020 offsite fashion-week presentation.
Juliette Hogan Bridal formalised the house’s custom wedding work in 2018. The line centres on understated silk and bias-cut dressing and later incorporated a structured bespoke service handled through the main workroom.
Juliette Hogan’s relationship with Amisfield began with a staff-uniform commission in 2017. It later expanded into a bespoke textile print and a co-branded rosé, extending the house’s design work into hospitality and wine.
Feutz joined Juliette Hogan in 2017 and progressed from the workroom into a senior role spanning collection development and image. As Art Direction + Design Lead, she works with Hogan from early design ideas through print, styling, casting and presentation while the founder retains final house authority.
The opening of Britomart in 2013 began a wider owned-store expansion that continued through Newmarket in 2015, Wellington in 2017 and Christchurch in 2021. The network gave Juliette Hogan direct retail reach across New Zealand’s principal urban markets.
In 2007 Juliette Hogan opened its first owned store at 170 Ponsonby Road and moved the workroom from Karaka to the floor above. The shift joined wholesale activity to a direct retail operation and established an urban base for the growing company.
Avenue Clothing became a principal manufacturing partner around 2006 and continues to produce much of Juliette Hogan’s main collection in New Zealand. The relationship gave the label a durable local production base as its retail and collection output expanded.
The label’s first commercial phase was based at the Hogan family property in Karaka. Collections were sold through wholesale stockists while the young company built its production and sales network before opening its own retail space.
Hogan has remained the house’s Director and named designer from foundation through the current period. She retains final authority across collection design, brand direction and the company while working with an expanded internal design team.
Juliette Hogan Limited was incorporated in New Zealand on 15 January 2004. Hogan began the label as a wholesale business, using the company as the base for collections developed after her return from study in New York.
Juliette Hogan divisions and permanent offers
The house has developed several durable lines around distinct uses while keeping design and distribution within the main Juliette Hogan structure.
Juliette Hogan Bridal
Formally launched in 2018, the bridal line applies the house’s silk, bias-cutting and restrained construction to wedding dressing. A bespoke service formalised in 2024 now operates within Bridal, with consultations and custom development handled through the Avondale workroom.
JH Lounge
Introduced in 2020, JH Lounge extends the label into elevated loungewear and knitwear using materials including organic cotton and traceable cashmere.
Foundation Suiting
Launched on 22 May 2024, Foundation Suiting is a year-round tailoring offer of jackets, waistcoats and trousers designed to remain available beyond the cadence of the numbered collections.
Juliette Hogan collaborations
The label’s long-running partnerships have concentrated on local making, hospitality, art and presentation.
- Avenue Clothing — primary Auckland manufacturing partner from circa 2006, responsible for the majority of mainline New Zealand production.
- Amisfield — an ongoing relationship beginning with staff uniforms in 2017 and later extending into a bespoke textile print and a co-branded rosé.
- Auckland Art Gallery Toi o Tāmaki — authorised the translation of Colin McCahon’s French Bay into textile for the label’s 2014 New Zealand Fashion Week collection.
- Boh Runga — supplied jewellery from the Messenger Stories range for the label’s September 2007 fashion-week presentation.
