Breathing Dreams Like Air

Elizabeth and Anna James’ new venture Florence & Fortitude is as much about respecting the past as the future. Named after their great-grandmother, a seamstress in the late 1800s, and the strength of her lineage, the sisters create elevated womenswear in a return to time-honoured, sustainable practices for those who want to put their best foot forward. Their mother, Linda Ritchie, was Miss New Zealand 1971 and, as well as providing pageant gowns for dress-ups, she instilled in her daughters a belief of the transformative power of fashion.

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British Vogue

Florence & Fortitude was founded by sisters, both with legal backgrounds to encapsulate the juxtaposition of gentle strength and classic modernity for effortless, elevated style. Steeped in family history, impeccable construction is at the design forefront thoughtfully harmonised with sustainable, ethical New Zealand craftsmanship.

My favourite things: Elizabeth James

Co-founder of local luxury label Florence & Fortitude Elizabeth James shares a few of their favourite things. Fashion is a family affair for Elizabeth James (pictured above right), who has launched the sleek and sustainable Florence & Fortitude label with her sister Anna. Named after their great-grandmother, and the strength of her lineage, the carefully considered clothing line creates heritage pieces anew while paying homage to the style and grace of the women gone before them.

Vanity Fair

Thoughtfully balancing elevated style with sustainability, Florence & Fortitude is the manifesto label of sister duo and ex-legal professionals. With a weekly 24-hour e-boutique opening, limited edition items are made to order in New Zealand epitomising a luxe experience in good conscience.

'Misbehaviour' Movie Premiere

Jennifer Hosten wearing bespoke Florence & Fortitude to the 'Misbehaviour' Movie Premiere

My favourite things: Anna James of Florence & Fortitude

Florence & Fortitude’s co-founder Anna James shares the sentimental pieces she holds dear. After overcoming long-term chronic illness, Anna James is launching the luxury label she always dreamed of with her sister Elizabeth. Putting into action their long-held ambition of being sustainable fashion designers under new label Florence & Fortitude was, in fact, the final stage of a long recovery.

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Fashion Quarterly

Featuring the Bettina Blazer and Lin Pant in linen

A Stylish Legacy

New label Florence & Fortitude pays homage to designer sisters, Elizabeth and Anna James' great-grandmother and the strong generation of women who followed her - including their mother Linda Ritchie, a former Miss New Zealand known for both her fashion sense and her philanthropic efforts,

Fashion Quarterly

Featuring the Jasmine Dress