In between styling fashion shoots and designing next season’s trends, Deborah Caldwell, owner of Storm, Clothing is navigating what it means to be a #girlboss. As one of New Zealand's most respected fashion experts, editor Trudi Brewer gets a lesson on her style.
Career
What’s a typical working day for you?
I'm not sure I have one. It can vary from production meetings, selecting fabrics, to being on the shop floor with my team and customers. Where ever, and whatever the business needs - I’m there. However, without fail, each day starts with reviewing sales. In retail what happened yesterday, always influences tomorrow.
What do you love most about your career?
It's constantly changing. Fashion and retail move so fast, so there is never a dull moment. What I enjoy most is seeing women out and about wearing Storm; it makes me feel very proud that they enjoy the brand, and feel great wearing it.
How has your career influenced your style?
To be honest, I think it confuses me. I am always working a season ahead. When we are living in and dressing for summer, I'm working on winter, and also thinking about next summer. I wear a lot of black, like most of the women who work in the fashion industry. It's easy to style and can be dressed up or down for any event.
Fashion
Describe your signature style?
It's contemporary. But I love printed tees and tanks, with a little rock and roll edge. I enjoy mixing looks up; I guess it all depends on my mood. I prefer, sexy and cool, over anything too floaty or fluffy.
What is the one fashion item you will be buying this autumn?
I love jackets. I always buy a good blazer each season, and a classic leather biker jacket too. But this new season I will be buying a wrap and sleeveless coat, they're both ideal when layering.
What handbag will you carry this autumn?
A classic bag that never dates. I alternate between two. I have a nude coloured Prada bag and a black Louis Vuitton. Both are similar styles; they fit everything I need for my the day and work well with the rest of my wardrobe.
What is your fashion weakness?
Accessories, ankle boots, a good heel, and sunglasses. And, I can not resist a well-cut blazer.
Beauty
What does beauty mean to you?
Simplicity. Fresh-looking healthy skin and a great haircut. And you can't beat a cheeky smile.
What would we always find in your beauty bag?
My Kiehl's Lip Balm, and Neutrogena Hydro Boost Eye Roll On, it is ideal for reducing puffy eyes, it instantly cools and moisturises as well.
Home
How would your describe your home?
Contemporary, with a touch of modern and vintage. I have a lot of visual noise around me at work, so I like my home to be quite simple, not too cluttered and not too colourful. I’m not a great collector of bits and pieces, but I do like a ‘novelty’ like my WORLD gnome in the kitchen. It's fun and a bit quirky, something interesting to look at that reflects my personality.
What do you always have on your bedside table?
Aveeno Intense Relief Hand Cream and Faby Cuticle Oil. Touching fabrics and garments all day my hands get extremely dry, so at the end of a busy day, it's my before-bed ritual.
Photography: Keryn Sweeney and Makeup: Sarah Zlatarevic for M.A.C Cosmetics.