This year, at FASHFEST 2014 Canberra, Zoe Brown’s A/W ’14 collection under label Wnd.Lnd (just to be clear, a disemvoweling of ‘Wonderland’) was a clear cut and literal interpretation of all things ice cream – the ‘I Scream’ collection. It was characteristically tongue in cheek, fun and, as always, a crowd pleaser.

With every new collection, designer Zoe Brown has been more convincingly aligning her vision with what is commercially salable. The ‘I Scream’ collection demonstrated her understanding of what her growing client base wants to wear, especially with the collection’s many pastel coloured mix-and-match-able separates.  Following the runway show at FASHFEST 2014, the buzz for the ‘Furby Tee‘ and the waffle toned knitted jumpers was all over Instagram.

A focus on the commercial side doesn’t take anything away from the fearless creativity which has always set Wnd.Lnd part. I love that you can break down the many ways that the ice cream theme has been thoroughly explored in the collection: in the literal sense (the ice cream headpieces), in the tonal sense (the pastel ‘Neapolitan’ tassel dress) and in the contextual sense (the vintage inspired two piece). The designs not only bring to mind the obvious, ice cream, but what it represents – beaches, the 60’s and open-top Cadillacs.

I personally couldn’t resist picking myself up a Furby fluffy faux fur tee, but more on that later.

Shop and find out more about Wnd.Lnd on its website,  facebook and Instagram (@wndlnd). Canberrans can shop Wnd.Lnd at the 5 July Hustle and Scout Twilight Fashion Markets!