In Conversation With Tonimarie | X.LAB 

We caught up with the X.LAB team to chat about the woman they design for, how fashion habits have evolved over the years, the special dynamic of working across generations, and where the worlds of X.LAB and Minx naturally meet.

HOW WOULD YOU DESCRIBE THE X.LAB WOMAN IN 2026, AND HOW HAS SHE EVOLVED SINCE THE BRAND’S INCEPTION?

The X.LAB woman in 2026 is confident, self-aware, and intentional in the choices she makes. She values quality over quantity and is drawn to pieces that reflect her individuality rather than following fleeting trends. She leads a busy, multifaceted life and wants a wardrobe that works as hard as she does- offering versatility, comfort, and effortless style without compromising on quality or sustainability.

Since X.LAB's inception, she has evolved alongside the changing fashion landscape. When we first launched, many women were beginning to question the fast-fashion model and look for more meaningful purchasing decisions. Today, that mindset has become much stronger. The X.LAB woman is more informed, more conscious, and more selective. She wants to know where her clothing is made, how it is produced, and the story behind the brand.

What hasn't changed is her desire to express herself through fashion. X.LAB has always been about empowering women to embrace their individuality, and that remains at the heart of everything we do. The difference today is that our customer is seeking not only beautiful design but also authenticity, transparency, and longevity. She wants pieces that become part of her personal story and remain relevant season after season.

For me, the X.LAB woman isn't defined by age, she's defined by attitude. She's creative, confident, and values fashion as a form of self-expression rather than simply consumption. That's the woman we continue to design for every day.

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LOCALS HAVE WATCHED BOTH THE MOUNT AND X LAB EVOLVE OVER THE YEARS. HOW DO YOU THINK THE TWO HAVE GROWN TOGETHER?

The Mount has always had a unique blend of creativity, lifestyle, and community, and X.LAB has grown alongside that spirit. As the area has evolved into a vibrant destination with a strong appreciation for quality and individuality, our brand has continued to reflect those values through locally made, thoughtfully designed fashion.

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WHAT ARE SOME OF THE SPECIAL ADVANTAGES OF HAVING THREE GENERATIONS OF KNOWLEDGE AND EXPERIENCE BEHIND THE BRAND?

Having three generations involved gives us a really special mix of experience, fresh ideas, and different perspectives. We learn a lot from each other, and it helps keep the brand both grounded and evolving. It's also a reflection of who we are as a family business, fashion is something we've shared and loved across generations.

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HOW WOULD YOU DESCRIBE THE SWEET SPOT WHERE THE MINX AND X LAB AESTHETICS MEET?

The sweet spot between Minx and X.LAB is effortless confidence. Both brands celebrate individuality, creativity, and women who aren't afraid to express their personal style. X.LAB brings contemporary, timeless fashion, while Minx adds a bold and playful edge through footwear and accessories. Together, they create a complete look that is modern, distinctive, and uniquely New Zealand.

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WHAT IS ONE ACCESSORY OR FINISHING TOUCH WOMEN OFTEN OVERLOOK?
Probably confidence! It's amazing how much it changes the way you wear an outfit. But if we're talking style, I'd say great shoes. They can completely change the feel of a look and pull everything together and make it feel uniquely personal.

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ARE THERE ANY FASHION “RULES” YOU THINK WOMEN SHOULD IGNORE?
Absolutely. I think women should ignore any rule that tells them what they can or can't wear based on their age, body shape, or trends. The best style comes from understanding what makes you feel confident and comfortable. Fashion should be about self-expression, not limitations.

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VISIT XLAB ONLINE

VISIT XLAB IN STORE:
160a Maunganui Road, Mount Maunganui, Tauranga3116
Mon - Sat, 10am - 4pm, Sunday, 10am - 3pm