Ella is the fashion designer and founder of Australian womens street wear label DREAMMONSTAR. I had met Ella a couple of years back and was an admirer of her brand. I was instantly intrigued by her collection when I first came across the label at a Neverland store. Dream Monstar is not only designed but created right here in Australia. Her brand is stylish and fashion forward; Dream Monstar is well-known for their muscle tops, street luxe style and neoprene swimwear collections. Her playful and statement designs would complete any savvy fashionistas wardrobe. Ella is now not only simply sold in Australia, but has succeeded to stock her brand in America. Such as online NASTY GAL and Kourtney Kardashian store – DASH boutique just to name a few.
” Dream Monstar is for both dreamers and monstars, and each collection reflects this. We are dreamers with a soft, feminine side, but we are also monstars, rock inspired groupies. The choice is yours, join us in the clouds or down on the wild side.”
Ella how did you get into fashion tell us your story.
I have always been obsessed with everything design – from fashion to print media, art and architecture. I’ve subscribed to Vogue, Harpers and ELLE USA since I was young and would pour over the pages for hours. I still have all issues archived at home.. I started designing swimwear before I worked on Dream Monstar. My husband designs / owns a number of menswear labels and when we met I realised it was the perfect time to start my dream and create my own label. Dream Monstar was born.
What is your label about? How many years did it take for your brand to make the scene?
Dream Monstar is started as a street wear label for every girl, the ‘dream’ girl who likes more feminine pieces and the ‘monstar’ girl who’s a little edgier.
I was really lucky and launched Dream Monstar as social media was making waves. The label’s social media profile grew fast and with that the brand awareness was strengthened. We then showed at the trade shows in the US, found an LA showroom and sold to Nasty Gal, Dolls Kill and the Kardashian’s DASH stores across the US.
You create day/sleepwear, swimwear and candles tells us a little bit about the progress of each when sourcing to selecting your materials to achieve the final product?
For our fashion and swimwear collections I am inspired by travel, editorial shoots, blogs, fashion sites and runway collections. It’s a long process from sourcing inspiration to receiving samples, shooting our look book and then retailing our product. Each season is completely different, that’s what keeps things fresh.
What is your favourite part about being a fashion designer?
Honestly – the whole process. Sourcing inspiration online is totally addictive, planning and shooting look books and campaigns is also extremely creatively fulfilling. Taking a garment from an idea t hrough to a finished product is such a rewarding feeling. I live for travel – it truly ensures constant evolution and a fresh approach to the process.
On an international level, I am always inspired by Karl Lagerfeld / Chanel, Olivier Rousteing and his Balmain collections, also labels Emilio Pucci, Saint Laurent and Isabel Marant. Also the glamour of the 70s and the history of LA life.
What gives you inspiration for each collection you create, do you go on fashion trips to gain inspiration?
Inspiration can come from many mediums – from a print created in a landscape to interior styling and runway collections. For our collections we undertake intensive research online and also go on vacation for true inspiration. I love getting over to the US for inspiration – almost every aspect of our trips there bring inspiration.
What’s your current achievement with the brand that you are most proud of?
Our stockists in the US are pretty damn cool – we loved seeing Dream Monstar on Nasty Gal and also on Kourtney and Khloe Kardashian. Particularly knowing they had chosen to wear our label, we don’t pay people to wear our pieces.
And lastly, any advice to people who want to get into the industry!
It can definitely be a really difficult industry to succeed in, need to have a creative eye, fresh concepts, financial backing and a super strong work ethic and determination to make it. Never give up and remember, everything happens for a reason.
Special thanks to Ella xx