Superette’s Rickie Dee Shares Her Style Secrets

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On the eve of Superette’s eighth store opening in Auckland’s Commercial Bay I caught up with one of my all-time favourite local style icons and Superette co-founder Rickie Dee. This stunning new store (opening tomorrow – Thursday 11 June) marks 18 years of Superette in New Zealand. To celebrate I asked Rickie to share some of her top style secrets and favourite fashion finds.


What do you enjoy most about fashion?
 I love how fun it is, there aren’t any rules and everyone does their own thing! It’s always exciting to play with new collections and style them up. I enjoy getting dressed everyday depending on what I’ve got planned, my mood, the weather and trends or looks I’m currently inspired by. 

How would you describe your style?
I like to be comfy and cosy but with a bit of an edge! I like to mix and match and pair the unexpected like a crisp blazer with a ripped jean or a beautiful dress with a studded boot.

What are your top three trends to wear right now?
Split hem pants, midi dresses and chunky knits. 

Who are your fashion mentors?  
I don’t have mentors as such but certainly people who inspire me. Christine Centenera, Rosie Huntington-Whiteley and Victoria Beckham are a few that I love and all have an incredible sense of style.

Whose personal style do you love?
I get inspired by our team and customers on the daily. It’s so awesome to see everyone wearing our product in their own way. 

Rickie wearing a Samsoe Samsoe blazer and Agolde denim shorts via Instagram.

What’s the one item we all need to update our winter wardrobe?
I would have to say a beautiful blazer or an amazing boot. Both are so versatile and will take you beyond winter and in to spring.

Where do you find your fashion inspiration?
All over the show! Magazines, the web, our team, travelling… the list goes on! 

What are the pieces you’re wearing on high rotation and why?   
The Anine Bing Kaia Blazer, Agolde Riley High Rise Crop Jean and Superette La Brea Tee. It’s such an easy combo that looks polished yet relaxed. 

What is your secret to always looking stylish?   
I think the secret is to always wear something you feel like yourself in. There’s no point in following the latest trend if it doesn’t feel like you, you’ll end up feeling self-concious instead of confident.

What are your top three fashion labels and why?
That’s a hard one, it’s like being asked to pick a favourite child! However, I must say that Anine Bing, Camilla & Marc and Bassike are always on high rotation in my wardrobe. 

What are your favourite trends heading our way for Spring/Summer?
We are just heading in to our Spring/Summer buying at the moment but already we’re seeing a lot of elevated loungewear, neutral shades like tan and khaki, logo tees and also a shift to a lot more locally produced and sustainably made clothing which is awesome. 

Rickie strikes a stunning selfie in an Acler dress via Instagram.

What three items will always be in your wardrobe?
Denim, Leather Jacket and Sneakers.

What’s your go-to “lazy girl” outfit?
I love a good pair of P.E. Nation leggings with a Bassike tee and a chunky knit on days when I want to be lazy. Super easy, no thought needed. 

Your biggest fashion faux pas?  
I have a few items that make me cringe mainly because I used to wear them when I was younger – skivvies, platform sneakers and crocs. The latter I must say I have never worn! Hah!

Your best/favourite fashion moment?
Gosh there are so many! I take any chance I can get to dress up. I absolutely loved the dress I wore for Melbourne cup last year. It was an incredible candy pink puffed sleeve dress by Russian designer Kalmanovich from our Superette International store. I am also in the process of planning our long awaited wedding ‘party’ for later this year so am enjoying planning the fashion side of this!  

Richie wearing Russian designer Kalmanovich dress via Instagram

Can you tell us something we may not know about you?
I have a hip replacement!

What’s the best piece of fashion advice you’ve ever been given?  
Stick with styles that you are comfortable in and don’t fall for trends that may not be your style. You want your wardrobe and style to be timeless for you. 

  1. Heels or flats? Both! Impossible to choose!
  2. Coffee or tea? Coffee!
  3. Gym or outdoor workouts? Gym 
  4. Summer or Winter? Summer
  5. Colour or neturals? Colour
  6. Prints or plains? Prints
Above: Superette Commercial Bay is located at 7 Queen Street, Auckland CBD.