RUE STIIC

logo www.mingnomchong.com      jilliaaan

Rue Stiic
pronounced: roo steek
Rue: Alley way
Stiic: Our inspirations

Southern Californian born Rue Stiic founder and designer Jillian Beed lives and breathes the California lifestyle with the ocean, organic patterns, natural textures, architecture and rustic chic vibes of Venice Beach intrinsic to the timeless and wearable pieces in her label.

After completing a degree in business at Loyola Marymount University in Los Angeles, California, Beed’s passion for expression and experience led her to her travels and discovery of Perth, where her distant Australian roots took hold.

Loving the WA coastlines and niche fashion culture, a connection between her new and old homes was ignited and has become a strong drive behind Beed’s designs launched end of 2012. 

Not only does the label embrace, but it also celebrates elements of this amalgamated Southern California – Australian lifestyle.

I had the pleasure to interview Jillian, it’s not only inspiring but you can defiantly feel her loving vibe throughout about her brand read below! x

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What is your label about?

Rue Stiic is a style driven, beach inspired label.

It’s about taking one of our easy to wear pieces and creating a cool, easy, yet sexy style. 

The Rue Stiic girl is a little rock n roll, a little laid back, and oozes an unspoken and natural chic.

What’s a usual day in the office?

Australia office: Coffee, emails, Dogtown and Z Boys soundtrack and Blow soundtrack on repeat, more coffee, production planning, designing.

Bali: Coconut and big breakfast, jumping on the scooter and taking on the day of driving around in the Bali heat to factories, suppliers, and meetings. End of the day entitles a sunset beach walk (necessary to ease the muscles and mind from the Bali chaos) and a group dinner with my beautiful friends that call Bali their full time home.

Did you study fashion? If not what did you study?
I studied Business with an emphasis in Entrepreneurship at Loyola Marymount in Los Angeles, California. I taught myself how to design through out the years, so it was great to learn how to properly run a successful business.

www.mingnomchong.com
What made you create this label? Tell us your story

Since I can remember, I’ve had a burning drive to start a label. As a little girl, I had my diary of wedding dress designs that I drew whenever I was having me time. In high school, I started creating surf inspired artwork on white shoes and selling to friends and family…I was hooked after this. After taking the steps I needed to learn and experience how to run a business and a brand, I decided to take the leap and start the label I had envisioned for years – a style driven, beach inspired, lifestyle label. I started small so I could learn how to properly run a business, fashion production overseas, and design pieces that worked for a good range of customers and I have successfully and organically grown over the past 2 years.

 

How many in your team?

Just me and my intern who comes in a few times a week.


www.mingnomchong.com


How and what gives your inspiration for each collection? Do you
go on fashion trips to gain inspiration?
A mix of music, photography, and travel inspire me on a daily basis. Music is one of my biggest inspirations. I get hooked on a few songs and the designs start to flow. My constant travel within Australia, Bali, and the States has also been an important influence on the overall brand and designs.

How did you get to where you are now with your label?
Hard work, endless nights of no sleep, and keeping my head up and my vision in the horizon.

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

A huge milestone this year has been breaking into the States.

 I’m also so excited that people are loving the voice (branding) of Rue Stiic and they see the voice through my designs. It’s been amazing hearing the beautiful feedback from my stockists and customers who happily have more than 1 piece of RS in their wardrobe.

 


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

About 2 years of non stop, hard work.

Before creating your brand did you work for another label?
Out of Uni, I worked with Hourglass Cosmetics based in Venice Beach, California. I was the first intern hired and grew within the business to gain the Sales/Production/Product Development Coordinator position. It was one of the best experiences of my life and I have since put all my knowledge I gained at that position towards building my own brand, but in the fashion industry.


www.mingnomchong.com
Who’s your inspiration/ fashion designers who you look up to?
Tom Ford, Yves St Laurent, Mary Kate and Ashley Olsen, and Acne, while at the same time guys brands: Brixton, Critical Slide Society, and Deus Ex Machina


And lastly, any advice to people who want to get into the industry!
Don’t be scared and don’t think anything is impossible. Put yourself out there, take risks, and do what you need to do to make your path and vision a reality.

Thank you to Jillian Beed xx
All pictures are from the collection motel del mar

http://ruestiic.com/

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The Serpent & the Swan

  serpent-swan-fashion-banner
Designed by two sisters from Sydney Hayley & Lauri Smith. The Serpent & the Swan label is inspired by a shared childhood love of the animal kingdom as well somewhat dark and morbid fascination with the anatomy of creatures and their mystical incarnations. Since launching in 2009, Serpent & the Swan has been creating women’s & men’s and androgynous unisex collections paying special attention to cuts lines and shapes.

sistersHayley Smith has had over 10 years experience in the fashion and costume design industries. Designing for some of the world’s top global fashion brands as well as working alongside musicians creating garments for stage and film.

Lauri Smith comes from a background in fine arts and special effects, which includes the production of prosthetics, props and monster making for television, music clips, clay animation and feature films.

Unique, handcrafted, animal-inspired trimmings adorn each garment. The subtle yet striking hardware takes on many forms including buttons, brooches, zipper-heads and toggles and has become a hallmark of the Serpent & the Swan’s unique handwriting.

Incorporating their different creative backgrounds and a distinctive shared visual aesthetic, the label aims to offer a collection that is both beautifully designed and inspired by the designers own vision, rather than influenced by runway trends.

Serpent & the Swan made their much anticipated debut at MBFWA in 2013 with an installation in The Box, receiving critical acclaim from media and buyers in the Fashion Industry.

Serpent & the Swan has been receiving consistent press coverage in esteemed publications including Vogue Australia, ELLE Australia, GQ, Cleo, RUSSH, Nylon, Remix and Catalogue magazines and well as a number of online publications and celebrity product placement.

Serpent & the Swan collections are sold in selected boutiques throughout Australia, internationally and online.

Now time for the nitty gritty of this intriguing brand. I had the pleasure to interview these two creative sisters!     

Your two sisters who have created this brand, tell us more.

sister3

 

What is your label about?

Serpent & the Swan comes from the idea of dualism in nature.

We have always had a shared interest in how animals have been symbolized throughout the centuries and the great significance they hold to many cultures and belief systems.

We believe animals have a deeper more inherent meaning which continues to inspire us and our collections.

Our desire was to create interesting fashion that lasts beyond trends and create something truly unique.

 

What made you create this label? Tell us your story

We decided to create our own fashion label after both of us were working in the creative industry for many years – Hayley head designing for global brands and Lauri creating limbs and monsters for various projects… we thought we should collaborate and create something truly unique.

How did you get started in all this?

The idea first came to us over a family dinner one night. We decided to merge our creative abilities and backgrounds to create a label that is unique and expresses our joint visual aesthetic.

We both had full time jobs so every weekend we would devote to conceptualizing, designing & visualizing Serpent & the Swan.

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

Our inspiration are not people as such, they are more animals, nature, anatomy and sound that truly inspires us.

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

We draw all our inspiration from Nature & sound – whether its from the outer (animals, plants, universe) or inner (anatomy, nerve systems, bone connections) when we are stuck we generally go for a walk in nature or go to the museum which always helps and sparks many concepts.

Who is your target market?

Our customer is anyone who appreciates attention to detail and doesn’t want to follow anybody else really. An independent sole who creates their own path.

How do you go about sourcing your products?

We start by selecting fabric from our favorite Sydney based textile agents, then let the fabric talk.

Where is the final product made?

Our final product is manufactured right here in Sydney Australia.

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

Definitely the latest musical collaborations we have been involved in. We had the divine sounds of Sarah Blasko singing at our MBFWA show earlier this year, which was incredible! Also recently the lovely Megan Washington modelled for our latest transeasonal collection we just shot last week.


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

You have to make your own idea a reality. So as soon as we discovered this was something that was worth pursing we acted on it.

What are your future plans with your label?

To grow our brand internationally. Targeting the USA and Asian market as that’s where most of our organic traffic and interest via our website has come from.

serpswan

What’s your feeling for future trends

 We don’t follow trends. On the contrary, we try to ignore them. We aim to create pieces that can be worn whatever trend is happening or not happening.

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

Stay true to your own unique vision no matter what.

Also one word to live by TENACITY!

http://serpentandtheswan.com/

https://www.facebook.com/serpentandtheswanfashion

http://instagram.com/serpentandtheswan

Special thanks to  Hayley & Lauri Smith