Pip Edwards has taken a ‘step back’ from her hugely popular fashion label P.E Nation.
The designer revealed on Sunday that while she will remain a force at the brand, she will no longer hold the creative director position she took over following the departure of co-founder Claire Greaves in March.
‘Following P.E. Nation’s celebrated and successful re/brand at Sydney Fashion Week, I will be stepping back from the role of P.E. Nation’s Creative Director, to pursue new creative challenges,’ Pip wrote in a lengthy Instagram caption.
‘My time leading the brand as Creative Director has been an incredible run, and while I am handing over that role, I am maintaining my P.E. Nation directorship and substantial shareholding/ I am forever grateful for and proud of what we have created, and P.E. Nation will always be in my heart and soul’ she continued.
‘As the brand grew, I grew. And much like the re/birth of P.E. Nation, it is now time for me to pursue my personal Re/Creation era.’
Pip concluded: ‘I want to thank our loyal, committed and amazing P.E. Nation staff and community, both in Australia and abroad, for a phenomenal 10 years of birthing, living and breathing everything P.E. Nation, and for enabling us to collectively reach unforgettable heights.’
Pip’s athleisure brand P.E Nation confirmed Claire was stepping back from the business in March, with Pip, 44, taking over as the sole creative director.
The shock decision ended one of Aussie fashion’s longest lasting relationships, and the friends have since been hit by rumours of a falling out.
Pip Edwards (pictured) has taken a ‘step back’ from her hugely popular fashion label P.E Nation
‘In P.E. Nation with my business partner – she was the product one. She was an amazing designer and I was more the marketing side of things,’ she said on the Kyle And Jackie O Show.
While she didn’t comment on the circumstances that prompted Claire’s exit, Pip said she has fond memories of working with her former partner as she praised for being an ‘amazing designer’ and gushed over how well they worked together.
Pip went on to give an insight into how the business has changed since Claire’s exit, revealing there are now many more people working on the brand’s designs.
‘The two of us got together and really kicked [P.E Nation] off. But now there’s a team of… lots, the design team has got eight [people],’ she told hosts Jackie O Henderson and Kyle Sandilands.
The designer revealed on Sunday that while she will remain a force at the brand, she will no longer hold the creative director position she took over following the departure of co-founder Claire Greaves in March
Pip’s comments came weeks after she seemingly took a thinly-veiled swipe at Claire in a social media post amid rumours of a falling out between them.
She posted to Instagram to share a picture of herself backstage at P.E Nation’s first Australian Fashion Week show since Claire’s departure.
In a caption alongside the snap of herself and her smiling colleagues, she penned in an apparent swipe: ‘We did good. My fave team ever.’
Pip also recently wiped all traces of Claire from P.E Nation’s social media in a seemingly telling move.
The act erased years of posts promoting the sportswear brand, and all traces of her former business partner from the page.
Countless photos of the friends attending events together and promoting their brand are now gone, as Pip starts a new chapter in her professional life.
Pip’s athleisure brand P.E Nation confirmed Claire (right) was stepping back from the business in March, with Pip, 44, taking over as the sole creative director
She poignantly captioned her post: ‘The past has been celebrated and now we pave the way for a new beginning.
‘This fresh start has been initiated by wiping the slate clean to usher in a new age @p.e.nation #penation.’
Following Claire’s shock exit, Pip had taken over as the sole creative director and is giving the brand a huge overhaul and relaunch.
At the time, P.E Nation said in a statement that Claire would be ‘pursuing other creative endeavours’ and taking her career in a new direction.
The brand told the Daily Telegraph: ‘After 10 years of driving P.E Nation with friend and co-founder Pip Edwards, Claire Greaves has made the decision to step out of the day to day running of the business.
The shock decision ended one of Aussie fashion’s longest lasting relationships, and the friends have since been hit by rumours of a falling out
‘Claire will remain on the board and will retain her shareholding as the company continues to thrive in the very creative, visionary hands of Pip Edwards at the helm, along with the board of directors.
‘The business has secured and developed an extremely strong product and design team.
‘Pip and the company are in complete support of Claire’s transition to pursue other creative endeavours and wish her the absolute best in her next chapter.’
Pip and Claire, who were recently hit by rumours of a rift, co-founded the athleisure brand in Sydney back in 2015, and turned it into a globally thriving business.
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