Introduction
Alice Feutz is a New Zealand fashion designer and art director who works at Juliette Hogan as Art Direction + Design Lead. Her own retrospective account places her start with the company in 2017, initially in the workroom before she progressed through design responsibilities. Current first-party material places her close to the beginning of the collection process, working with Juliette Hogan on initial ideas, garment development, print and the visual treatment of each release.
Feutz’s role has become increasingly visible across both product and presentation. She was jointly credited with Hogan on Collection 2024.FIVE, participates in bespoke bridal consultations and led creative direction, casting and styling for Collection 2025.FOUR at New Zealand Fashion Week. Her position gives the founder-led house a senior internal creative counterpart while Juliette Hogan remains Director, named designer and final authority.
Design ethos
Feutz works across the point where collection design meets image. Her contribution includes early design concepts, print and garment development, styling and the translation of a retail collection into campaign or runway form. This produces a visual language that remains restrained but highly controlled, using colour, casting, set, proportion and movement to draw attention to the fabric and construction of the clothes.
On runway projects her direction has been particularly explicit. For Collection 2025.FOUR she led creative direction, casting and styling around natural silks, cottons and linens, recycled-polyester pleating and bespoke molten-fabric show pieces. Within bridal, she joins the initial consultation and wider design development, connecting the house’s custom work to the same material and proportion decisions that shape the main collections.
Disclaimer
Career history
2026
Juliette 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.
2026
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.
2024
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.
2021
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.
2019
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.
2017
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.
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