KIRSTY IRWIN

LABEL KW Kirsty Irwin is a self-taught fashion designer from Adelaide. Having started at a young age her talent was strong and didn’t go unnoticed. Before Kirsty would get ready for the weekend she would think to herself “if I could wear anything what would it be”?. From there she would then go on to design her own clothes and draw them from scratch. Such a talented person it takes to do this. Kirsty first began working in retail and from there working as a wholesale fashion agent. After gaining experience she then went on to create KIRSTY IRWIN &  JAGGAR the label. Now relaunching her self-named brand  KIRSTY IRWIN. One of her main focuses is on cutting edge style, and quality as well as high-end pieces for individuals.

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You’ve created not one but two labels! Tell us about JAGGAR The Label. How was it creating your first brand? It must’ve been exciting to get your ideas out and creating a collection!

I had actually started Kirsty Irwin before JAGGAR & that is how Australian Fashion Labels stumbled upon me as a designer. Starting up a label is a very exciting experience and I would encourage anyone to give it a crack, if you have a true passion for it.

Tell us, What made you want to create your own self-named label? 

Although I had almost complete creative control with JAGGAR, designing/owning your own namesake label is a completely different experience. This is what I have always wanted to do in life, so I’m just going for it!

Typical day in the office?

Step 1– Get caffeinated… This is a very important step!

Step 2– Answer the abundant amount of emails you have received overnight.

Step 3– Could be anything! The best thing about this job is that no day is the same. Anything from designing, fittings, fabric approvals, to the administration side of the business.

aboutagirl9 What inspires you when you’re designing a collection?

I find both music & travel my biggest sources of inspiration.

How do you go about sourcing your products? Especially leather, I’ve always been so curious about the process (I’m a big fan of leather jackets… I love them!) Tell us about how you source your leather- to creating a leather jacket or leather skirt. What is the process?

I am a huge leather lover, as you probably know. So it’s all about the quality of the leather. I don’t start designing until I have found the leather that puts a smile on my dial. The process for leather styles always take a little longer, so I have to do these styles before the rest of the collection. So it’s really the leather that sets the mood for the collection sometimes.

What’s it like to see both worlds from model to fashion designer?

My sister is the one living the #modellife! I decided to stop that at a very young age. I think immersing yourself in as many sides of the fashion industry is always a good idea.

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What is the most challenging thing about creating a label?

There is so much more to it that just designing. Obviously the business side is another huge aspect. You have to wear many hats, so sometimes you aren’t going to know how to wear some of them.

……And the most rewarding? If I see someone in one of my designs as I am walking down the street I give myself a little mental fist pump. I get a real kick out of girls that just contact me on social media, appreciating all the time and effort gone into their garment.

How would you describe your personal style? Does it reflect into your designs?

I always cringe when having to describe my “style”… I like to mix grungy, worn in pieces & match it back with more structured, sophisticated style. This will definitely be imminent in the KIRSTY IRWIN collections.

Your biggest achievement with your brand?

Seeing JAGGAR on the runway at  Fashion Week, has been my career highlight so far. Watch this space!

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And lastly, any advice  and tips to people who want to get into the industry!

Prepare to work hard & be ready to overcome some hurdles along the way… It’s a wild ride, so make sure you hang on!

Special thanks to Kirsty xx
Website: http://www.kirstyirwin.com
Instagram: kirstyirwinofficial
Blog: http://kirstyirwin.blogspot.com.au

5 Second chit-chat with Kirsty

Most treasured item in your closet? My first ever design… A pair of crazy leather pants!

The person that inspires me the most…… My amazing boyfriend, Tom! He is pretty much a design assistant ha ha.

When I leave the house I never leave without my….. My phone! Instagram never sleeps.

Dream location shoot? Somewhere no one else has ever been allowed.

If I could go anywhere right now I’d go to…………………………… Mexico!

Describe the fashion industry in three words. Exciting, innovative & challenging.

Definition of Style. What does style mean to you? I personally think true style is not something that can be taught; you are born with it running through your veins.

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Millicent Elizabeth : Tiffany Stuckey


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Not to long ago, I became acquainted with Tiffany at the Adelaide fashion festival. We then spoke about her personal brand and from there she explained about what she did. Her brand Millicent Elizabeth is dedicated to providing classical styles for the busy modern woman.

Millicent Elizabeth is a premium Australia clothing label. Made by hand in Australia with the use of superb natural fibers. It is a unique label in a world of mass-market fashion, as garment production is limited to just 100 garments per style. It offers clients a unique opportunity to own these limited designs as once they sell out to be collectable styles.

Tiffany has built her brand on the principle of clean modern understated elegance. Her range is clean cut and exquisitely classic. This is a powerful range and classical that will never go out of fashion and very useful for everyone’s wardrobe.

“Our philosophy is based on the fundamentals that less is more harmonised with smart design which enhances the wearers natural beauty.”

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What made you create Millicent Elizabeth Tell us your story and your brand name.

 My brand names comes from my two middle names which are named after my great-grandmothers. I started Millicent Elizabeth because I felt frustrated as a shopper and couldn’t find a modern minimalist women’s wear brand, in luxurious fabrics.


How did you get started in the industry?
I started off in Merchandising


Have you always wanted to be a fashion designer?
No, I tried a few things before fashion, jewelry design and found it took too long to get tot the end result, I’m pretty impatient, after I design something I want to see it in the flesh straight away to see if works or not.

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Where did you study fashion?
TAFE SA

How do you go about sourcing your products?
I don’t source, I design, pattern make and sew it all together myself. Proudly Australian designed and made!

How long is the process of a Season collection?
it takes at least 2-3 months to put a collection together, source fabrics, designing and fitting.


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What is the feeling like seeing your collection on runway?
It was a phenomenal feeling, it takes your breath away, make all the blood sweat and tears worth it.


Where is the final product made?
In my studio, in the Mill (artist hub)


What is your favorite part about being a fashion designer?

Seeing your designs on customer, make them feel beautiful confident and make the piece their own.

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How and what gives your inspiration for each collection?
my designs are very architectonic, so I look at architecture, art, interior design and film


Who is your target market?

25- 40 year old women who love design and who love the design detail, it’s the all in the detail. I find a lot of my clients are in the design field themselves architects and interior designers.

How would you describe your personal style? Does it reflect into your designs?

I’m very minimalistic, I don’t like over embellishment, for me less is more, black is certainly my favorite colour. I love fabric but I chose texture over print.

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What’s your current achievement with the brand that you are most proud of?

Coming runner-up at this year Emerging Designer Award at the Adelaide Fashion Festival

Who’s your inspiration/ fashion designers who you look up to?
Alexander Wang for Balenciaga, he was the one to bring back-packs in an elegant way.


And lastly, any advice to people who want to get into the industry!
My advice is learn as much as possible from others, as people are your greatest source of information.

If you want to start a label, embodied your brand you are your greatest advertisement.

Special thanks to Tiffany xx

Website
Instagram: @millicentelizabethlabel

‘Abstracts In A Major’ Kangan Institute Fashion Graduate Event 2014

header I was invited to attend Kangan Institute end of year Fashion Graduate event. Being a former student of Kangan it was great to attend and feel welcomed once again. The event was held at the famous and well-known Federation Square, the section it was held in was a very spacious area known as the Deakin Edge. A number of well-known industry based fashion designers and people of the fashion industry community also attended the event to show support to the students and their pieces. photo 1.PNG

Pop Art / modern art was the theme of the artwork pieces inside the venue. Pop Art is a movement that appeared in the mid 1950’s in Britain. Pop Art is a form of “comic based” looking Art. The artwork was very impressive and was created by the Visual Merchandise students of Kangan.

Jersey Pair Students were waiting in anticipation to show off their collection pieces. All students throughout  the year levels were able to participate and show their collections. The music starts and the parade begins! Models gracefully parade the runway showing off the students remarkable pieces. Steph Bull Wool 1Steph

Millie_Louis 1Millie O’Toole

Showcasing a range of different fabrics and colour palettes. Garments ranged from swimwear, race wear all the way to bridal. Then expression clothing of their individual collection ideas. Millinery students also contributed to the event as well.

grace pair grace 1Grace Price The runway was styled by high profiled stylist Franco Schifilliti for the event. I was impressed by all the pieces and what will be coming up in the future with this great marvelous talent that is on hand. Students with the most impressive and talented work were awarded vouchers and great opportunities with internships from Sussan and Perri Cutten just to name a few. All in all I was very impressed and will be eager to see these talented designers on our Australian market and what next years event will hold, as it is constantly growing and improving.

Amy Bridal (2)Amy Lawrance

Steph Nardella Steph Nardella www.kangan.edu.au


Kangan  Students Interviews

Please take the time and read the students intriguing interviews. They express a lot of knowledge of what they have learnt during their time at Kangan and their student experience at Kangan Institute

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You’ve completed your advanced diploma of design at Kangan Tafe, tell us more about your experience with Kangan and what you have achieved since attending Kangan?

When I first visited Kangan three years ago I immediately fell in love with the atmosphere of the whole place, it felt like the teachers actually knew the students on a personal level and really cared about your work and the direction you wanted to take, regardless of what it was. And that was definitely proved to me over all the years that I have studied there. Each teacher has so much industry knowledge its ridiculous!

I began my diploma barely being able to sew a straight line and after three years I can now safely say that line is so straight there wouldn’t be a dry eye in the whole sewing room!

Kangan also encourages all students to participate in design competitions and many of the briefs they set for assessment are detailed to certain competitions. I have been lucky enough to receive a sustainable practices award from a TISA competition where I dyed organic fabric with onion skins, and more recently had three of my graduation collection pieces showed and MSFW.

Our Advanced Diploma class also got the opportunity to go to Jogjakarta for two weeks in July, to study the traditional technique of Batik. This was one of the best experiences of my life, the teachers and students we worked with were some of the most kind and generous people I have ever met. And the incredible things we learnt will forever be useful to me.

Our class left with an abundance of knowledge and a friendship that will last a lifetime.

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How did you come up with the idea to use the materials you used and why? Did you have a theme as well?

The theme for my Graduation collection was based on Fashion Illustrators and their use of watercolour. I love how unpredictable and unique every drawing is and that you just never really know how the colours will mix or where they will land on the page. I wanted to translate that concept into effortless Resort wear pieces. I love simplistic designs that are easy to wear but still have that exciting element that makes you want to never take it off.

I used a combination of silks, linen and techno spandex, all of which I hand dyed. I decided to hand dye my pieces instead of having them printed because I wanted a challenge and a chance to experiment with a field I am growing a great interest in. And a challenge is exactly what I got, it was so different for every piece and I definitely got better and allowed more freedom for every garment.

What was the process for creating your garments?

For me this was the hardest thing to do. I had several different ideas for my collection, and had to really narrow down what I wanted to do. I did trials, tests, sketches and research and finally come up with something that I loved and then hated and then fell in love with all over again! I feel it’s an idea I can continue to develop and grow with the use of different fabrics and dyes, it’s a collection where the ideas and possibilities are endless.

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What are your goals would you like to be an independent brand or work for a brand?

My goals for the moment is to find my place in this crazy fashion world. I love the industry and all the amazing opportunities it has to offer, but I don’t think having my own label is right for me (not just yet anyway). I’d be happy working for another brand, maybe something commercial?

Advice for anyone who is currently studying fashion?

Do exactly what you want, the fashion industry has a place for everyone and every idea you’ve just got to find where you’re meant to be!


 Millie O’Toole

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You’ve completed your advanced diploma of design at Kangan Tafe tell us more about your experience with Kangan and what you have achieved since attending Kangan.

My experience with Kangan was a three-year journey full of great opportunities; competitions, placement in the industry, runway shows, award nights, being part of MSFW, a trip to Indonesia and the amazing graduate show.

I participated in many competitions throughout first and second year winning prizes and gaining exposure.

But it wasn’t until my final year where I fulfilled every opportunity thrown my way. This included an amazing trip to Yogyakarta, Indonesia with my classmates. We studied their traditional textile design ‘Batik’ with the local students and teachers from Yogyakarta State University. We formed lifelong friendships, saw beautiful sights and gained a skill not often seen until recently.

After this trip I was chosen to show three outfits in Melbourne Spring Fashion Week- emerging student runway 1. This was an amazing experience that taught me a lot about the industry and the lead up to a show. It gave me exposure and I was then approached for a photo-shoot using my menswear outfits.

Upon completing my final year we had a graduate runway show which featured all my outfits and saw me winning not one but two amazing awards, 2014 outstanding advanced diploma student and Outstanding runway collection award.

My time at Kangan won’t be forgotten as the teachers treat you like family and as they have worked in the industry they are able to pass on great knowledge that they have learnt firsthand. Their mentoring and endless encouragement brought the best out of us all.

Millie Trio How did you come up with the idea to use the materials you used? and why? and your theme.

I came up with my theme ‘Industrial Luxe’ due to being inspired by the industrial buckles i found at a fabric store and materials used within architecture such as concrete, metal, rubber etc.

I mixed the different textures of soft and hard through my collection with the varying materials of denim, wool coating, hand knits against the heavier fastenings such as exposed zip details and the buckles.

The materials in the collection were chosen due to the collection being a capsule collection for A/W15. They were selected due to their fibre, colour, properties and texture. All the denim was hand dyed to create the concrete look, the ombre was hand created and the bold graphic print I designed myself from an image of a concrete feature wall I mirrored several times.

I wanted my urban collection to be cohesive with the colour palette and the individual pieces to be easily mixed and matched to create a modern outfit for both men and women of Melbourne.

What was the process to create your garments?

The process begun with forecasting the trends and undergoing copious amounts of research along with sketches. This turned into many designs that had to get condensed into a five outfit capsule collection. From there I made the patterns and fitted the toiles to my fit models and finally I completed the garments after this long process.

What are your goals would you like to be an independent brand or work for a brand?

My goal for the future is to work for a brand and develop more industry skills and later in life create my own brand either on the side or as a career.

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You won not one but two amazing awards. Outstanding Runway Collection Award and 2014 Outstanding Advanced Diploma Student. How did it feel to win such prestigious awards after completing your course?

I was shocked to hear my name read out for best advanced diploma student even though I had put my blood sweat and tears into the collection and the theory work throughout the year. This is due to being surrounded by so many talented designers.

And then for my name to be read out again for the best collection of the year was honestly the best feeling. I had so many emotions circulating through my mind from shock, to excitement and extreme pride for what had accomplished.

Advice for anyone who is currently studying fashion?

Stay true to yourself


Bec Waldmeyer

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You’ve completed your advanced diploma of design at Kangan Tafe tell us more about your experience with Kangan and what you have achieved since attending Kangan. We have been offered a lot of amazing experience which being at Kangan, especially this year with doing the advanced diploma. In June we were given the opportunity to go the Indonesia for two weeks to study Batik dyeing at the Yogyakarta State University. It was an incredible trip, we learnt so much about the countries incredible culture and of course about the beautiful art of batik. We met some amazing people and we also bonded a lot as a class which has made this year even better because we are all so close now.

I was also able about to be a part of Melbourne Spring Fashion Week’s emerging runway 1 with some of my class mates. I still can’t believe I was able to be apart of it. To be able to have your garments in MSFW while your still a student is amazing! I loved every part of the experience.

I was so lucky to have the teachers that I did at Kangan, as I have learnt so much valuable knowledge from them that I will have with me forever. bechtree What was your theme for your collection? My theme was called ‘Mirror Image”. It was inspired by identical twins, in particular mirror twins. I have a twin brother so that’s kind of where I got the idea from.

 

Congratulations on winning 2014 Textile innovation Award!

How long did it take you to create your collection? What was the process?

I made three digital prints and got them all printed at the hub. Laser cutting was also featured in my collection which I got made at Melbourne Laser Cutter. For my digital prints I used a photograph I took of a hydrangea in the botanical gardens. I then used photoshop to edit the photos into three different print designs using various mirroring, layering and rotating effects.

My laser cut design was inspired by the pattern of one of the three print designs. It took me a couple of days to create the prints  (from taking the photo to the finished products).

I was really happy with the results! And it was great because I was able to get it all done on shore, which was important to me. bectwo

What are your future ambitions and goals in the industry?

I would like to one day own and design for my own label, but at the moment I’m happy. I really want to be working or interning for various companies to gain as much experience as I can.

Bec was awarded with a Perri Cutten internship


Brittney Hunt

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You’ve now completed your Advanced Diploma of design at Kangan Tafe we met six months prior to your completion. What’s it like to have finished? What are your future plans?

I am super relieved to be finally finished studying, but it is sad because I am going to miss my class mates and teachers, because we have gotten so close over the past year.

As for future plans, I really just plan to get a job in the fashion industry and start at the bottom and after a lot of hard work, make it to the top.

How did you come up with the idea to use the materials you used and why? Did you have a theme as well?

I really wanted to continue with the grass weaving technique I learnt from an Aboriginal Elder. I felt so honored to be taught the technique and I felt it was imperative to continue such a raw and unique part of Australian culture in my range. I then built the collection on top of this material so I named it ‘Textured Androgyny’ because I wanted to experiment and blend a whole heap of textured fabrics together into a collection while still making it marketable to a Melbourne clientele. I also wanted to achieve subtle sexuality in this collection, by having open backs, and cross bust darts. These days women walk around with their legs, stomach and chest out to get attention from men, and I just don’t understand it. Clothing should empower women, not denigrate them. britts work

what was the process to create your garments?

It honestly starts how every other collection starts, with a sketch then a pattern and then it is sewn. It sounds quite simple when you put it like that but it’s still hours of work, but I love it all.

What are your goals would you like to be an independent brand or work for a brand?

I would love to start my own brand straight up after school but I honestly need the experience in an established design label first so I can learn in a business setting.

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You said that you wanted to create a knit wear range, tell us more.

I’m really excited about this next project of mine. Next year I will be developing a collection of high end knitwear basics, that are made and sold in Melbourne. I will be developing it on the side of hopefully getting a job in the industry but I am very confident and excited to start.


Advice for anyone who is currently studying fashion?

If you want to be in fashion for your whole life then definitely do it, but if you’re just like meh I’ll just do fashion, then don’t. I know it is a bit harsh but there is sooo much that goes into just studying fashion. People seem to glamorize the fashion industry which is fair, but there is so much behind the scenes you don’t see. It’s many hours of overtime and extremely hard work. I know it’s a bit harsh but it’s the truth.I wish anyone studying good luck and I know it’s hard right now but you will get there.


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You’ve completed your first year of your Diploma in Applied Fashion Design and Technology at Kangan. What is your current greatest achievement since attending Kangan?

I just finished my first year Diploma in Applied Fashion Design and Technology at Kangan Institute. I received Outstanding 1st Year Student 2014.  A set of marker pens and a Susan Internship. I was shocked and very happy.

How did you come up with the idea to use the materials you used and why? Did you have a theme as well?

The material I used for my dress is 100% Cotton. I followed a Tom Ford brief our teacher gave us. The theme for my dress is Diamond Rain, a myth that unicorns showers in diamond rains. photone

Photo by: Bianca Fioritti for Aevoe

What are your goals for the fashion industry?

My goal is to make clothes that make people happy also as environmental friendly as possible. 

How do you keep motivated throughout your course?

Fashion is always the motivation. 


Well done to all the talented Kangan students. I wish them the best on their careers in the fashion industry!

Special thanks to

Kangan Institute,Melissa Jackson,Grace Price,Millie O’Toole,Bec Waldmeyer,Brittney Hunt and Yisha Wang

xxx

Alyce Cowell

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Alyce is a blogger, stylist and writer and is superb at what she does. I met Aylce briefly at the InHabit launch party at Westfield. Her personality is bubbly, friendly and very outgoing. Alyce has experienced many different genres of the fashion industry, she shares a fascinating insight in our interview about her experience. It is a must read to all inspiring bloggers, stylist and fashion writers.

Aylce started her career with a Bachelor of Journalism, specialising in public relations and marketing, before relocating to sunny Melbourne six years ago to style for Sportsgirl (later becoming Head Stylist) and blog for 2Threads as a paid contributor and Fashion Week reporter.

In early 2010, Alyce was appointed Editor-in-Chief of COVET – a fashion and style magazine based in Melbourne – where she worked with renowned photographer Anthony Licuria to create the publication.

Soon after, Alyce defeated over 1,400 competitors in a nationwide search to find The Westfield Insider and Australia’s Savviest Shopper meaning she blogs, shops and styles for a living as well as running social media channels, attending events, presenting video and acting as a fashion commentator and brand ambassador for print, TV, radio and online media such as WHO Magazine,MorningsA Current Affair and Yahoo!7.

Most recently, Alyce joined forces with fellow bloggers and fashion addicts Alice McGenniss-Destro of Catwalk of Words and Ashli Templer of Walk the Stalk to create THE INFLUENCER – a fashion blog with a difference focussing on their three very different styles, personalities and ways with words.

With the growth of her career and following on social media, Alyce now splits her time between being The Westfield Insider, blogging at THE INFLUENCER and broadening her freelance career.

Behind closed doors, Alyce likes music, sunshine and her friends and family. She is particularly fond of Australian fashion, counting Ellery, Dion Lee and Josh Goot as some of her favourite labels.


http://alycecowell.com/story/

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What did you study?

I studied a Bachelor of Journalism at Griffith University on the Gold Coast before making the move down to Melbourne! I chose this because my passion has always been writing, which is why I went into fashion writing and blogging.

What firstly made you want to become a stylist? And how long have you been a stylist for?

I’ve been told I’ve always had an ‘eye’ for putting together interesting outfits, but it wasn’t until I moved to Melbourne in 2008 that I started working as a personal stylist in the Style Me Studio at Sportsgirl. I love creating unexpected combinations!

 Had you previously study any fashion related courses? Or did you learn on the job.

I’ve never done any fashion-related courses, but I had always loved fashion and enjoyed putting outfits together. As for things like body shape, what shapes work together, colour combinations and that sort of thing – I learnt all of that on the job. I believe you can learn the technical side of it, but you need to have a natural knack for what looks cool!

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You have worked and experienced for so many different genres in the fashion industry from working as Editor-in-Chief of COVET to blogging as well now being a stylist tell us about having experienced all this what was it like to be apart of these different aspects of the industry?

I’m one of those people that gets bored easily, so I like to move around and break up my day. This is why I dabble in styling, writing and blogging! They all go hand in hand so it works quite well.

What would you say is your favorite part about working in the fashion industry?

People say the fashion industry is very superficial, but for me it’s fun! And if I’m going to spend five days of my week doing something, it needs to be something I like doing and enjoy waking up for. I love that we get to play dress ups all day and it’s a really creative industry to work in. I’ve always wanted to do something creative!

Tell us about your exciting current role as a The Westfield Insider what does it entail?

In 2010 I won a nationwide search to find The Westfield Insider, which means I shop, blog and style for a living. I blog about current trends, how to wear certain items, what I’m wearing, beauty tips and that kind of thing. I also take customers on personal styling sessions, attend events and act as a media ambassador too.

Most treasured item in your closet?

When I was about 19, I got really into op shopping. I once found a MOSCHINO belt (the black one with gold letters, as seen on Peaches Geldof!) for 50c. It’s missing the I but I don’t even care! It’s my favourite wardrobe item.

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You were previously head stylist at sports girl style me studio what was it like?

Fun! Customers could sign up for free styling sessions with me and I would take them through body shape, what suits them and current trends before playing dress ups for an hour.

Five items every girl needs in their wardrobe?

A pair of jeans in the perfect fit

A wide brim hat

A leather jacket

A stripe tee

A pair of denim cut-off shorts

If you had a time machine what is your favorite fashion era you would like to travel to?

The 70’s! I’d be decked out in paisley flares, fringing and a floppy hat.

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Favorite stylist trick?

A wide brim hat makes everything cool.

Who inspires you?

In terms of fashion, when I see girls in the street with a real sense of personal style, that inspires me. They don’t follow trends, or they at least put their own twist on them, and they really don’t care what anybody thinks.

When it comes to my career, I get inspired by really hard working people who have reached their goals. Corny but true!

Lastly 
what advice would you give anyone looking to work as a stylist or a fashion writer?

Do as much work experience as possible, even if it’s not a fun job. Fortunately, most of the girls I’ve worked with are willing to do that in order to get ahead! Don’t expect you’ll be styling the model, because you’ll probably be ironing 200 white t-shirts instead.

If you want to get into fashion writing, start a blog and give business cards out to people you meet so they can check out samples of your work. Spend time interviewing and writing fashion stories and try get them published in smaller fashion mags!

Special thanks to Alyce xx

Website
The Influencer
Westfield Insider
Alyce
Instagram: alycealyce

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Delightful Darling

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 Meet fashion designer student Hayleah Ralph. Hayleah is inspired by all things fantasy and mystical. Having always been surrounded by Art at a young age, her childhood days were filled with countless art and craft activities. She was encouraged to express herself and think outside the box and question normality.

Now as a designer Her imagination runs wild and free. She strongly encourages the expression of ones self through fashion and to be the main character of your own fairy tail.
Hayleah is finalising her studies at Academy of Design (Bachelor in Design Arts Majoring in Fashion Design) Inspiring her to create her own fashion label right here in Melbourne called Delightful Darling.
Her creations are marvellously unique wholly inspired and based upon fairytale books. I was thrilled to collaborate with Hayleah and her collection, it is based on “The Folk of the Faraway Tree” by Enid Blyton.




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How long have you wanted a career in fashion? 

Many designers have dreamt of being a designer since when they were little, but for me it was right at the end of year twelve.
When I was choosing what university courses to apply for. I have always enjoyed being creative and dressing up but it wasn’t until then that I really considered a career in fashion.

Tell us about your brand delightful darling

“Life itself is the most wonderful fairytale.” Delightful Darling aims to embody and share the essence of this statement with the world. Specialising in feminine aesthetic and child like details. The label is all about expressing yourself and having a play with your own look. The collection is exceptionally versatile; incorporating many reversible pieces. This creating ultimate wear ability and allowing the customer to tailor the collection to their own personal style.

Youre currently a student at academy of design in your final year of fashion design , tell us more about your current experience with the academy of design and what you have achieved since attending.

Through out my time at the Academy I’ve been encouraged to really push myself as a creative,br I feel this has shaped me into the designer I am today. Last year I was lucky enough to be selected for a scholarship with a group of nine other students. I traveled to Paris and London on a two week study. This experience was a huge eye opener for me because i had experienced so  much culture and exciting opportunities with the scholarship. This year I also asked to participate in “ A Capital Collection “ runway show as part of the Virgin Australia Melbourne Fashion Festival cultural program. I was asked to create two looks based on the 60’s. This was a great event as it allowed me to network with other creative people.

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How did you go about sourcing your material for this collection?

A lot of research!! I used utilised websites such as aliexpress and alibaba to help me out.

   What inspires you with your brand?

I tend to find my inspiration for Delightful Darling through children’s story books. The launch collection is based on “The Folk of the Faraway Tree” by Enid Blyton. The clothes incorporate many hidden details and features like The Enchanted Forrest itself. I aim to carry the story book theme through out all future collections and base every new collection on a different story book.

Who is your target market?

The target customer is a woman who showcases the same fairy tail style and attitudes that the Delightful Darling holds. Puts great thought into how they visually present themselves and uses their style to express themselves in a way of empowerment. The environment in which the label is aimed at are occasions such as tea and garden parties but also whenever the customer wants to feel “classy and fabulous.”

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This collection you created something very different with your garments! Tell us.

 

The collection incorporates some detachable accessories such as cuffs and collars. This adding to the wear ability of the collection and also a feminine touch to any outfit . These accessories also carry their own surprise whimsical feature, they are scented with Jasmine. When these accessories are purchased they also come with a small bottle of scented detergent for them to be hand washed with to reinforce the scent.

What gives you inspiration?

As a designer I gain my inspiration from many places. I really like femininity and anything bright and colourful. I love Spring afternoons and fairytales. I remember standing in Lincraft once and getting overly excited about this beautiful rainbow chiffon material that I found. It had immediately reminded me of a butterfly that I had seen, i knew at that moment i had to have it and create something out of it. I ended up buying the whole ten meters that was left of it!

Have you completed any internship? 

Last year I interned for nine weeks at Megan Park. It was a great insight into the industry and networking opportunity.

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What are your goals would you like to be an independent brand or work for a brand? 

My goal is to develop my label Delightful Darling over the next few years while working for an established designer within the industry to build up my experience. Then ultimately I’d love to work full time on my own independent label.


What fashion designers do you look up to?

There are so many designers that I look up to. One in particular is Melbourne based designer Petrova Hammond, who is the head designer for “Lady Petrova”. I really admire her outlook on the fashion industry and her feminine aesthetic. I actually invited her to the “A Capital Collection” runway that I participated it at the beginning of the year. It was a great opportunity to have a chat to her and hear her advise. I have also invited her to my graduate show at the end of this year and am excited to have her view my collection.

What are your future plans do you wish to achieve?

 

I would love to have Petrova stock the Delightful Darling label in her boutique . This would be a great achievement for me as I feel the label it extremely suited to that environment. I would also like to travel some more and experience all that life has to offer.

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Advice for anyone who is currently studying fashion?

Never let an opportunity pass you by!

Special thanks to Hayleah xxx

Models:
Adriana Perri
Lewis Macmaster

Photographer: Ebony Finck
Ebony J Finck Photography

Website
Instagram: Delightful_Darling

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casper&pearl

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Casper&pearl was created by eighteen year old, self-taught  South Australian designer Stacey Hendrickson in 2011. Since it’s inception, the label has seen itself in international publications and on the backs of celebrities such as Ashley Madekwe, Becca Tobin, Aimee Song and Bambi Northwood-Blyth. In just three short years the brand has emerged itself as the one to watch, being stocked in high profile boutiques across Australia, New Zealand, United States and Canada including Urban Outfitters and Revolve Clothing.

In each of casper & pearl’s seasonal collections you will find more than just quirky and creative clothing,
you’ll find a concept and a story that is told through shapes, fabrications and exclusive prints. Metaphors and hidden meanings are encapsulated to create archive pieces of art and expression; worth collecting and cherishing forever. To wear the brand is to embrace an expression of love and personal exploration, each time you slip into one of their pieces, you become a part of an exclusive fanciful world.

With each new season the brand strives to deliver beautiful and high quality product to an ever-growing global fan base. A strong design aesthetic that screams femininity, playfulness and confidence underlies within each collection and resonates with their signature eccentric style. It’s thanks to the design teams’ meticulous eye for detail and innovative ideas that girly girls across the globe can stand out in the crowd.

I personally met Stacey at the Norwood Parades, it was lovely to meet  Stacey and have her story about her brand and  range  story  featured on my blog. Her passion creativity shines out from her collection.
Stacey’s hard work and determination has definitely paid off.

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What made you create casper&pearl –  Tell us your story and about your brand name.


Casper was my nickname growing up as I was so pale, and Pearl was my best friend’s nickname. We played in paddocks and had tea parties, I see the c&p woman as a girly, fun and sweet spirit, just like a child.


How did you get started in the industry?
I made my own clothing, and then clothing for friends and family. I’m a self taught designer, and just started out by having a market stall at the Gilles St Markets



Have you always wanted to be a fashion designer?


Yes, definitely. I had no other option.

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Where did you study fashion?


I studied at TAFE SA for a semester, but I started casper&pearl at the same time so I had to make a decision because I didn’t have time for both.

What is the feeling like seeing your collection on runway?


Amazing – I can’t describe it.


How do you go about sourcing your products?


I make and design my own fabrics.

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How long is the process of a Season collection?


About six months?

Where is the final product made?


China

What is your favorite part about being a fashion designer?


Making my day dreams into tangible form.

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How and what gives your inspiration for each collection?


Overseas runways, street style, story books, history, art.

Who is your target market?


Feminine and quirky women aged 18-25


How would you describe your personal style? Does it reflect into your designs?


Yes definitely – very bright, colourful and comfortable.
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What’s your current achievement with the brand that you are most proud of?


Dressing Ashley Madekwe! And being stocked on Nasty Gal


Who’s your inspiration/ fashion designers who you look up to?


I love Christopher Kane and Valentino


And lastly, any advice to people who want to get into the industry!


Don’t give up or listen to people that tell you that you can’t.

Special thanks to  Stacey xx

Website: casperandpearl.com
Instagram: casperandpearl
Facebook: https://www.facebook.com/casperandpearl

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Georgia Guy

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http://www.georgiaguy.com.au

Georgia Palmer & myself
Georgia Palmer is the creator of Adelaide fashion label Georgia Guy. Having completed her advanced diploma of fashion design and technology at Tafe SA, graduating in 2011. Georgia  last year won Emerging Designer Award in 2013 and since then never looked back.

Her unique brand is well known for her bold silhouettes and individual designs. Georgia takes pride in her quality of garments.
Every piece is hand made in her Adelaide studio. From designing to patternmaking as well as cutting and sewing which makes every piece of her collection unique. Using materials sourced from around the world. Having a great attention to detail and highlighting on quality of craftsmanship.
I met Georgia at the Norwood Parades for AFF2014. I was able to get a feel for her textures and quality of her garments which were so beautifully pieced together. Below I interviewed Georgia as she gives us an insight to her life as a designer.

 

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What made you create this label? Tell us your story about your label Georgia Guy?

After finishing my study it felt like a very natural progression to make, I wanted to create clothes that were modern, classic and feminine without being girlie. Georgia Guy is my maiden name so it really is a reflection of me, my style and my life. Wear ability is a key factor for me and something I really take into account when designing as I want customers to not just love their clothes but feel comfortable in them.

Did you study fashion?

I studied an advanced diploma of fashion design and technology at Tafe SA, graduating in 2011.

What is your experience working in the industry before creating your brand?

I had very little fashion industry experience prior to starting my label, which made it a little more challenging and a big learning curve! The year in-between finishing my study and putting together my first full collection (Spring Summer last year) was spent creating small runs of different styles and selling through a small Adelaide based boutique. I also worked in store once week which was great seeing first hand how customers reacted to my garments.

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How many years did it take for your idea to hit and start becoming a reality?

After spending a year making bits and bobs I put together a full collection and entered it into the SA emerging designer competition last year and won. That really gave me the boost that this dream could become a reality and what I was doing was worthwhile. 

 

How did you select and source the materials you use for your collections? What’s the progress for you?

I tend to start off with a few designs in mind- key features/silhouettes and feel that I want to achieve before seeing a few local fabric agents. Fabric choice is a big dictator for my collections so once that is chosen I can get stuck into designing/patternmaking and sampling. My designs really evolve during the patternmaking and sampling process and during that time I can see how things will work together and any gaps in the collection I need to fill. 

 

How and what gives your inspiration for each collection? Do you go on fashion trips to gain inspiration?

I try not to focus on gaining inspiration as it has always happened very organically for me, seeing a photo in a magazine or finding some fabric will set me off and once I’ve started ideas generally flow pretty easily. I try to keep up to date with what is going on in the world as well as spending a lot of time checking out fashion/street style blogs. I am very excited about the fashion icons exhibition which is coming to the Art Gallery of SA as historical fashion has always been very inspiring to me.

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Where is the final product made?

I work from a city studio which is a shared space with several other designers, photographers and an architect. From there I do all the designing, patternmaking, cutting and sewing. Every piece is hand made by myself which is incredibly time consuming but does give me complete control of every piece I put my name to.

Last year you won Emerging Designer Award at the Adelaide Fashion Festival’s Designer Showcase.

Tell us what was it like to win such a prestigious award what opportunities did it open for you?

That was such an amazing night, I can’t believe its been a year already! It was a huge surprise and honor to win as it was my first full collection and what a way to kick things off! Winning the award has opened many doors and helped me to promote my label in a way I could not have done before. As well as brand awareness it has given me as a designer and my label cred within the industry.

 

Your showcasing your collection at Adelaide fashion festival 2014 this year what direction have you taken with your collection this year?

My spring summer collection this year came from wanting to create a collection which has broad appeal and is wearable. I have also embraced the trend for sheer fabrics by sourcing a beautiful sheer stripe which I have accentuated by playing around with the direction of the stripes. The collection is light with crisp elements such as angled seams and clean silhouettes softened by the use of a beautifully soft cupro blend fabric. There is also a subtle sexiness to it through the use of open back tops which show off just enough skin and giving knee length lady like sheer skirts short lining. The result is casual elegant and easy to wear.

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Who’s your inspiration/ fashion designers who you look up to?

Locally I love checking out Bianca Spenders work as it has the clean modern feel I really love. Internationally I really love vintage YSL, Roskanda Ilinic, Gucci (especially the 70’s throwback collections) and most recently at New York fashion week Delpozo- loved it!

 

And lastly, any advice to people who want to get into the industry!

Be prepared to work really hard! Also, as in life, treat people how you want to be treated as it’s a close knit industry (especially in Adelaide).

Special thanks to Georgia Palmer xx
Check out more of her beautiful collection from her new spring summer 14/15 collection online!

Website: www.georgiaguy.com.au
Instagram: GEORGIA_GUYAU

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ONEBYONE

ONEBYONE-LOGO-2011_LOGO450PXwww.oneby1.com.au

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Matt Newman created ONEBYONE the label way before it was the popular renowned street wear brand it is today. Matt was fresh out of completing his Diploma in Graphic Art and Diploma in Graphic Design. Matt originally started his brand by focusing on creating board shorts with an outcome to eventually be sponsoring extreme sport and water sport brands.

Today his ONEBYONE street wear company was recreated into the world of fashion. His style is out of this world and there is much meaning behind his brand along with his different themes with each season. He is a man who breathes for summer with a seaside lifestyle. His outlook on life seeps through his creative ideas in his clothing. Providing the image of his brand it has today.

oneboneyboneWhat is your label about, I’ve noticed with a few things with ONEBYONE is that you have a strong theme having in your videos for each season; tell us more about that and your story. 



My ONEBYONE label does have a theme to it. If you watch the videos we always use the same models in each film so that you feel apart of the story and can visualize what is happening each season. It’s kind of like a runaway love story in each season. Each season brings something new such as a change, new beginning the way life really is. Life always changes as well as clothing and fashion. My brand is a journey through the themes.


When I had first started ONEBYONE, I had focused my brand as only the intention of creating just surfboard shorts. This stopped quickly as I didn’t want to put in a genre.

I could see the industry was changing as to when I first started my brand. Rip curl, Billabong and other big brands were being out grown by street wear brands. If I kept creating surf wear my brand would eventually die out, I had to develop my range further to become street wear brand. When I converted my brand into street wear I wanted to stand out and be more adventurous than other brands. All my seasons have themes and this corresponds with the seasons.


What’s a usual day in the office?

My usual day is talking to stores, dealing with manufactures, working daily on designing and looking after my brands image. Making sure production is on track. I’m already ordering for next winter 2015!
Writing and replying to emails, PR and searching for fashion bloggers who I can collaborate with. Then designing at night, sometimes till 12am it’s the only way I get into the zone I cut myself from everything and make that commitment at night.

Did you study fashion? If not what did you study?

No I didn’t study fashion.

I went to Holmesglen Tafe Melbourne studied a Double Diploma in Graphic Design & Advanced Diploma in Graphic Art

1660365_10152274055251518_1589364016_nWhat is your favorite part about being a fashion designer?

My favorite part is seeing someone wear my label. If its out in nightclubs, beaches or down the street. Seeing your brand out and about gives me a rewarding feeling about myself and the brand.

How did you select the materials you used?

The materials I use is a cotton viscose. 55% cotton 45% viscose. This makes the material feel very soft, In fact it’s what people notice when they come into store and touch our clothing. It also fits nice as well comes out of the wash without damaged to the garments. The quality is better than your normal cotton t-shirt and the quality is important when you purchase anything in stores and online.

How many in you’re team?

Three part time and one full time around up to six people when the store is open at Philip Island in the summer. The brand is constantly growing and expanding there could be more employees in the future!
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How did you get to where you are now with your label?

It started as a hobby, I would dedicate long nights without making any money at the start. Anything that I did profit I would put it all back into my brand. From hard work and dedication is where I got to where my label is today.

How and what gives your inspiration for each collection? Do you
go on fashion trips to gain inspiration?

I tend to have a theme in each collection. Sometimes it can relate to what’s currently going on in my life at the time. Sometimes it can as well be reflecting about the summer that has just past. Emotions as well come to play with each theme and collections are part of that. I just can’t come up with the collection straight away. Life’s journey is what makes my ideas come to life or where I am traveling at the time. Such as my pervious collection was called “Lost Heaven” That reflected on how I traveled to Thailand. It’s just all about my current situation and what is happening around me will reflect straight into that season as well a mix with current trends.


Who is your target market?

Well, I say 16-35 but to be honest as I mature the brand matures.
So it grows with me along with the target markets.
onebyeone8 How do you go about sourcing your products?

Well normally I buy samples and from overseas then I do some quality assurance measures on them. Washing them multiple times seeing how it takes. Then from there I get a feel for what’s in trend and I create my own look. I normally send over the trade sketch to china to create the sample that is reproduced with my own unique touches to it.

An example is that I liked a jumper that fitted well it but it was produced with polyester but I wanted to make in different material. So I sent swatches of material that I prefer. Then I create a jumper that will match the fabric and add my own special touch to it to make it unique.


Matt how did you learn about fabrics?

I threw myself in the deep end and taught myself about fabrics.
I learnt on the way with creating my brand and when you create something that you love and passionate about, you become very determined to learn everything you can to pursue your dream.
Dedication is the key!

Where is the final product made?

The product is designed by me in Australia. Final products are made in China.

46570_10151315144366518_598883346_n What’s your current achievement with the brand that you are most proud of?

My most current achievements are often being the most popular/top seller brand on the iconic. Which is fantastic as you know they have more than 250 male brands on the iconic and to be top seller is absolutely the best feeling. I am really  proud about my brand and knowing that the public loves it really makes me feel I’ve achieved a great outcome!
As well opening up my own store down at Phillip Island, which has been around for about 5 years now.

How many years did it take for your idea to hit reality and start How long did it take for your brand to become the strong brand it is today?

When I first started off business was booming in retail, it was a very easy environment to sell clothes to stores before Recession hit. When I first started people had money to spend, Chapel street was booming, Bridge Road had shops everywhere.  During recession it became a really tough time for retail. It first affected with surf wear shops and then moved on to the other fashion brands. No one was taking on new brands onboard, I had to restructure everything and re-born my brand in a tougher environment. The retail market is a whole different ball game, I had to make sure I could keep up with my competitors in this new environment.

Who are your inspirations? What Fashion designers who you look up to?

My inspiration and who I look up to happens when I go to Hong Kong yearly. The big brands there are just so incredible especially the window displays there such as H&M and Louis Vuitton are amazing. Checking out the street wear too whilst I’m there really give me an insight to new ideas for the brand.

321007_10150385989521518_223669426_nAnd lastly any advice for people who want to get into the fashion industry?
If you know what your up for and have a passion and love for designing then go for it. Also another word of advice is that you have to put in the hard yards and dedicate your life before you start making any profit.

Special thanks to Matt Newman

Instagram: ONEBYONE_CLOTHING
Facebook: https://www.facebook.com/ONEBYONECLOTHING

Dean & Nadine

Logo-full-smallERhttp://www.deanandnadine.com/


Founded by artist and designer Lisa Murphy, Dean & Nadine is a unique collection inspired by geometric shapes coupled with beautiful pattern and colour combinations from fashion trends both past and present. The collection is both unique and modern with no one piece being the same allowing people to express their individuality through the Jewellery of Dean & Nadine.

lisamurLisa’s journey into the fashion world began on the completion of her Graphic Design degree from The Surrey Institute of Art & Design in 2003. Her first step was joining the world-renowned fashion leader Diesel at its head office in Italy, where she designed premium fashion invitations in addition to developing concepts for their online market. Lisa was then extended the offer to join the Arcadia Group in London, the brand house of well known labels such as Topshop and Miss Selfridge. Lisa continued to grow her creative ability in designing graphics and window installations as well as point of sale, press packs, and exclusive look-books. After spending 5 years in the fashion industry she then launched herself into the world of advertising working her way-up to Art Director for several leading Global Agencies.

With a desire to explore her naturally creative side in an entrepreneurial way, Lisa moved to Australia in 2011 where she studied at the Sydney School of Jewellery. After discovering Polymer Clay and falling in love with it’s ability to make unique pieces, Lisa’s dream of combining her two passions for fashion and jewellery became a reality with the launch of her jewellery line Dean & Nadine in 2014

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Tell us your story
My journey into the fashion world began with the completion of my Graphic Design degree from  & Design in 2003. My first step was joining world renowned fashion leader Diesel at its head office in Italy, where I designed premium fashion invitations. In addition i also  developed concepts for their online market. I was then extended the offer to join the Arcadia Group in London, the brand house of well known labels such as Topshop and Miss Selfridge. I continued to grow my creative ability in designing graphics and window installations as well as point of sale, press packs, and exclusive look-books. After spending 5 years in the fashion industry I then launched myself into the world of advertising working my way-up to Art Director for several leading Global Agencies.

With a desire to explore my naturally creative side in an entrepreneurial way, I moved to Australia in 2011 where I studied at the Sydney School of Jewellery. After discovering Polymer Clay and falling in love with it’s ability to make unique pieces, I combed my two passions for fashion and jewellery and it became a reality with the launch of jewellery line Dean & Nadine in 2014.


What is your label about?

Dean & Nadine is a unique collection inspired by geometric shapes coupled with beautiful pattern and colour combinations from fashion trends both past and present. The collection is both unique and modern with no one piece being the same allowing people to express their individuality through the Jewellery of Dean & Nadine. I carefully make all the pieces by hand, each piece is individually cut out and transformed into stylish and fashionable Jewellery.

How did you get started in all this?

It was about 8 years ago when I first started making Jewellery when I was living in London. Walking home though Covent Garden I stumbled across across a few bead shops and was instantly hooked. Like a magpie I am drawn to anything that sparkles!!! I was soon making Jewellery using precious stones and wire wrapping them.  I started to sell at local fetes and craft shows.

Every spare moment I had in the evenings I would be making new bits of Jewellery. It wasn’t until I moved to Sydney that I discovered polymer clay. Being a freelance Art Director / Designer, I used my quitter times to make Jewellery. I really wanted to have my own brand and start it from scratch so I decided to create Dean & Nadine. I came up with the brand name and it just stated from there.
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What’s a usual day in the office?

Each day is always very different for me, which is great! I love the variety and also being able to have full creative freedom in what I do. Every week I usually sit down and draw up a weekly plan, this helps me stay organised and focused on what needs to be done for the week!

When you are your own boss you have to be very strict with yourself and set goals that are realistic and having to make sure you stick to them. It can be very easy to get distracted or loose track so this is a great way to make sure things are getting done. It is important to achieve something every day, no matter how big or small it is.

A typical day could be anything from sketching some new designs, coming-up with new product ideas, liaising with stylists, hand crafting pieces, marketing, selling, shipping out products, sourcing materials, ordering in supplies, working on the website or preparing for the markets or speaking to retailers – lots of variety and it does keep me super busy.

I like to take a break during the day even if it is for half an hour. Walks are great to clear your head and get a fresh perspective on things. Most of my ideas usually come from stepping away for a bit.

Did you study fashion? If not what did you study?

I studied Graphic Design at a fashion college. I worked for a few fashion companies after I graduated including Diesel and Arcadia Group (owner of the Topshop brand).

What is your favorite part about being a Jewellery designer?

I love coming up with new designs, that is my favorite part of the job. As well as exploring, sketching and researching but making sure I am having fun doing it! It’s really nice having the freedom of creativity and not working to a restrictive brief. It is also great seeing people enjoy wearing my creations and when the pieces appear in a fashion shoots that is very rewarding.

 

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How did you select the materials you used?

I studied at Sydney Jewellery school and completed a course specializing in polymer clay. I fell in love with the medium as it is very versatile and allows me to express creativity though shape, patterns and colour combinations. It is also a very unique material, there are not a huge amount of modern fashionable polymer clay artist around but it is becoming increasingly popular with Jewellery designers.

 

How many in your team?

It is just me at the moment, but my boyfriend helps me out with the markets. He is the Dean in ‘Dean and Nadine’ which came from both our middle names! Ha ha

How did you get to where you are now with your label?
My label is still very new it has been going for less than 6 months now. I just try and sticking to my goals every day and make sure I achieve something new every day. It is important to build up a network of contacts. I find social media a great way to meet new people. It opens up a lot of new opportunities and is a great networking and business tool.

When you are doing something you enjoy it really doesn’t feel like work. I think this makes you work harder without even realizing it! You can achieve anything when you love what you do.

It is also important to make mistakes and not to worry about them. This has been my hardest challenge and it can hold you back. Every mistake I make I learn something new and improve on the design or the product.


How and what gives your inspiration for each collection?

I usually keep up to date with the latest fashion trends though magazines, Pinterest, Instagram, Blogs and research. I enjoy going to art galleries and exhibitions also design and fashion events.

Photography is my second passion so I usually take pictures of whatever I see and keep a gallery of inspiration images. Inspiration can come from anywhere or anything so it is always good to get out and about and experience new things.

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Who is your target market?
 

Dean & Nadine is for anyone who wants Jewellery that is unique and get noticed. Being one of a kind pieces you know when you wear Dean & Nadine Jewellery you won’t find anyone else with exactly the same piece.

 

There are various styles within the collection that would appeal to different people and can be worn on different occasions. My customers so far have ranged from young trendy girls to older sophisticated ladies. I have just started making cufflinks too, so am now attracting the guys! Really anyone can wear Dean & Nadine.

The styles range from eye-catching statement party pieces to bespoke wedding creations. I have also been mindful to design Jewellery that is more subtle for day-to-day wearing. There are lots of black & white staple pieces that are perfect to wear to the office to add a bit of glam to your day. I am also launching lots of new colour combinations – so keep a look out for these new pieces on my instagram http://instagram.com/deanandnadine and http://www.deanandnadine.com ! I aim to have something that suites everyone and that matches any outfit!

Where is the final product made?
I handmake everything in my small studio (my flat) in Bondi Juction. I look forward to having my own shop and studio one day!

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What’s your current achievement with the brand that you are most proud of?

I am proud that it has featured in various fashion shoots, It’s such a great feeling seeing your product on a model as well on print. Also receiving beautiful and amazing compliments and comments from people. It’s great to get encouragement as being a creative person you usually doubt yourself from time to time.

Who’s your inspiration/ fashion designers who you look up to?

It is always an inspiration to see the vintage cool looks by singers Lana del Rey and Paloma Faith and get inspiration for styling, funky outfits and accessories.

Tatty Devine – Jewellery designers are inspiring, they have a great brand story from growing it from scratch then being discovered at the markets to now having their own studio and retail outlets.

Mister Zimi, Mimco and Gorman are great brands they inspiring me with colour combinations and their gorgeous fabric patterns.Cara Delevingne is also a great fashion icon at the moment she is in so many fashion campains – there is no escaping her!


And lastly, any advice to people who want to get into the industry!
Be brave and do what you love to do! Being an emerging designer is like being in a band, you have to put in hours of work and gigs before you get noticed. Try to do as much networking as possible, use all social media channels to promote your work in a professional way. Don’t give up, trust that you are doing a great job and follow your dream!

Special thanks to Lisa Murphy xx

Direction, make-up & styling: Mercer_
Instagram: @mercer_makeupandstyling
Facebook: facebook.com/mercermakeupandstyling

Photography: Elle Archer 
Instagram: @ellearcher 
Tumblr: http://elle-archer.tumblr.com/

Model: Sandra Nielsen
Instagram: @sandyeight

APOM

apomhttp://www.apom.net.au/

APOM is the collaboration between Kajsa Kvernmo and Kate Brook, a partnership bound by a mutual affinity for handcrafted techniques, narrative and the natural world.
The two met at university started designing together in their final year, both undertaking a second degree, with a dream to pursue, years of interning and work experience behind them, a vision unlocked and empowered by our chance encounter

Kajsa is Sami indigenous Norwegian, which is a group of people who have a rich culture, their own language, and deeply engrained tradition. The Sami have a deep connection with nature, they live by the law of nature and learn from an early age to respect and cherish it.
 Kate grew up with polish heritage and spending time on her grandparent’s farm in the Adelaide hills. As a child, on adventures with siblings she would dream up dazzling stories assisted by her, grandfathers involvement in horse racing and a her grandmothers closet full of race-wear treasures.


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Prints are an integral part of the APOM brand. They work with a local artist each season to design a print that is unique to their own label. Collaborating with local artists to turn their creations into unique prints and an inherent narrative behind each collection, they strive to bridge a connection between the wearer and the creator of each APOM garment. Kajsa and Kate pride themselves on making beautiful wearable clothing that is not too delicate to be lived in. From the high quality fabrics to the carefully designed cuts and details, the collection resonates with those seeking both quality and beautiful design

What is your label about? 

APOM is a label dedicated to easy wearable day to day clothing.  Beautiful quality flattering silhouettes.

What’s a usual day in the office? 
We religiously sit down every morning with a cup of coffee and de brief. Plan the day, talk about what’s happening with the label and have a giggle. Besides the coffee everyday is different from the next depending what stage of the season we are in. We could be pattern making the whole day or visiting suppliers/ customers or the factory.

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SS 14/15 Carousel The Minty Dress Photography – Amie Milne Styling – Rebecca Vitartas

 
Did you study fashion? If not what did you study?
 
Kajsa and I both studied Fashion design in Melbourne.

What is your favorite part about being a fashion designer? 
We are very lucky to have a career in something we love doing, not a lot of people can say they get to go to work doing something they love with their best friend. Our favorite part of our job is seeing each collection come together, after months of pattern making and toiling seeing a beautiful array of garments is the best feeling.

 
How did you select the materials you used?

We are always drawn to texture and color, we initially pick out a few key fabrics and try and fill in the gaps with some basics. We work with an artist each season to design a new print based on the inspiration behind the collection.

Before creating your brand did you work for another label?

Kajsa and I both interned in our last year of university.

 
What made you create this label? Tell us your story

We both finished university and where at a point in our lives where we wanted to create something for ourselves. Tired of throw away fashion we hoped to create something a little more meaningful.

 
 
How did you get started in all this?

We always had a love for creating which led us both to study fashion, which eventually led to the label – an outlet for us both to be creative.

 
 
How did you get to where you are now with your label?

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SS 14/15 Carousel Boss hostler pant Photography – Amie Milne Styling – Rebecca Vitartas

We have worked extremely hard for the past two years. We started the label fresh out of university and were a little niave. We made a lot of mistakes but learnt hard and fast not to make them again.

How and what gives your inspiration for each collection? Do you  
 
go on fashion trips to gain inspiration? 

We base each collection on a narrative, creating a story inspired by something that has come into our lives during the previous 6 months. It could start with a song, a movie a news story anything that has sparked a thought of inspiration and stayed with us.   Before we begin designing again we like to get out of the studio, we often take a day or two and get out of Melbourne to refresh and relax and talk about what we want for the next season. 

 
Who is your target market?
The APOM lady has her own style. She likes to be comfortable but still feel elegant.  
she has an active lifestyle,  and needs her clothing to cater for that. We have found there is no limit on who wears our clothing, we have found women from all ages wear APOM clothing the way they want.

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SS 14/15 Carousel Photography – Amie Milne Styling – Rebecca Vitartas

Where is the final product made? 
We have a factory in Melbourne that makes about 80% of our garments, all our printed garments are made  in India. 

 
What’s your current achievement with the brand that you are most proud of?

 
Seeing our first collection materialize and sold in stores around Melbourne. It was the first time we saw our clothing on a rack. These first few months were very exciting times. Every little achievement APOM gets we still get a bit of a buzz out of, the Label is still growing and every day is exciting for us.

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SS 14/15 Carousel Banjo shirt Photography – Amie Milne Styling – Rebecca Vitartas

 
 
Who’s your inspiration/ fashion designers who you look up to?

We admire women who have ever lasting style like Katherine Hepburn and Grace Kelly. We get inspired by local artists and makers but some of our favorite designers are Phoebe Philo and Proenza Schouler for their innovative prints and textured fabric

Special thanks to Kajsa Kvernmo and Kate Brook xx