Dannevirke’s fashion capital: The fashion and Silvalyne Gowns

Although not known as a ‘fashion capital’, for young emigrant Norman Alexander, Dannevirke in 1927 was a style opportunity waiting to be served. This paper takes as its case study, the work of Alexander through his Dannevirke-based fashion company ‘Silvalyne Gowns’ and his High Street retail outlet ‘The Fashion’. New Zealand’s fashion design history has been increasingly interrogated over the past decade, and often gives privilege to those who have found success overseas, or who were primarily located in New Zealand’s main centers. Only occasionally does research touch on smaller towns and the role they too played in New Zealand’s fashion history. By placing emphasis on a smaller, less well-known town this paper seeks to redress this balance and open up enquiry about how the town and the country may also be positioned alongside the better-known fashion centers.