An harmonious collaboration between high-profile New Zealand fashion clothing brand New Lands and prominent winegrower Cloudy Bay has led to the creation of a striking team uniform which reinforces the winery’s outstanding quality and values.

Arrowtown based designer Natalie Newlands is excited about her company’s partnership with the Cloudy Bay luxury brand and their shared vision for the project.
“We designed a stunning topographic print using the winery’s new colour palette which beautifully reflects the contours of the land the vineyards are planted on in both Central Otago and Marlborough. The result is a testament to Cloudy Bay’s heritage.”
Working closely with Cloudy Bay Natalie developed a diverse range of sketches and garment concepts, conducting extensive fabrication research and providing many fabric print options.
“With each part of the development we aimed at providing premium quality and sophistication while keeping the uniform practical and suitable for high-functioning roles,” says Natalie.

“Where possible we used natural and breathable fibres and trims and details were carefully selected while the distinctive seasons and climates of the Marlborough and Cromwell regions were taken into consideration throughout the design process.”


Cloudy Bay Customer Experience Manager Meg Soper, who worked closely with the designer for 14 months on the portfolio, approached the New Lands because of its growing reputation in the industry.
“I am a great admirer of Natalie’s work and being a firm believer in uniforms adding to the quality of the experience I felt she was the ideal person to drive the new image. I wanted a uniform for our team that was beautiful, luxurious and elegant, at the same time easy to wear and looks good on all body shapes.”
Meg says so much needed to be considered while developing the concept.
“It is not just the look, wearability, washability and practicality of a uniform. We wanted to tie the design back to the contours, topography and textures of the land at the same time combining the different colours in our recently adopted palette.”

“Undoubtedly we have achieved our vision for the uniform and since staff began wearing it at the start of the summer season there has been extremely positive customer feedback.”

Natalie says the philosophy throughout was about providing confidence to staff through the stylish and powerful everyday work outfit.
“There are several options allowing a variety of looks, at all times highlighting the topographic print to retain a connection to the land. The flawless execution has created an edgy and timeless uniform.”


Cloudy Bay Uniform

The uniform includes:

  • A mid-length pleated skirt with signature topographic print implies the natural contours of the land flowing gracefully over the natural contours of the body.
  • Straight leg trousers in brand toned grape green which drape beautifully can be worn at the hips or waist.
  • The skirt and trousers are paired with the choice of a crew sweater, knit tee or cardi. Knitwear is made from 100 per cent organic combed cotton in lux Cloudy Bay wheat beige.
  • One hundred per cent silk scarf featuring the custom designed print.
  • New Zealand made Allbirds black shoes are the anchor of the uniform.  


To discuss a New Lands collaboration with your brand please get in touch.


April 18, 2023