STORY


Whats Life Without "Drama" (the label) ? 

'Drama the label' was conceived when Drama’s Designer and Director, Arlene Tipler, recognized there was a gap in the market for affordable, stylish, quality garments to suit a wide range of lifestyles.

“Shopping for the perfect outfit can be, well… a drama!” says Arlene, who began her career in the fashion industry at young age, and offers a wealth of knowledge behind the scenes – having designed fashion ranges in UK, Europe and here in New Zealand.

Arlene’s contemporary styling is flattering, stylish and chic. Her philosophy is that looking fabulous shouldn’t be a drama – and her vision is that placing a Drama the Label piece in your wardrobe will easily give you the look you want to achieve... Just no Drama !

"If you are planning a night out with your girlfriends, or going to a special event, or even just a coffee, we have something for everyone, a top pant or dress that fits, will get you compliments, without costing the earth!" Arlene comments. 

Fresh and new, and different than others, Drama the Label’s team works with commercial colour palates and original print designs, with a particular emphasis on fabric selection. Attention to detail, quality and fit are hugely important to them and it shows in the final product selection that you see here online or in our fabulous retailers. 

“Our garments are feminine, fit beautifully and are easy to wear, with a relaxed touch of sophistication. I believe it’s important to wear something that makes you feel special every day.”

Developing the range from their North Canterbury studio, the Drama team gathers inspiration from all over the world, translating those ideas into contemporary styles.

We invite you to check out our loyal and supportive stockists, or shop online with us. 

Enjoy x