What inspired my look today: I was channelling a little Hollywood chic today with the combination of an elevated LBD and a chocolate brown faux fur coat to complement it. And the cutest
Where I went: I had a few different locations today. I went to Carriageworks for Bec & Bridge and Baker Street Studio for the Matteau runway show.
Fave show: It had to be Bec & Bridge. I always look forward to seeing their show every year and it never disappoints. Once again I fell in love with so many things.
Favourite trend: Of all the looks I saw today I particular loved seeing oversized shirts with belt detailing. And the super cute thing that is floral flares.
Pretty as a picture: It’s always really interesting seeing designers’ sets every year and how they interpret their vision into how they produce and dress their show. And the one thing that definitely had me snapping away (it’s lucky my new Huawei P30Pro has the most amazing camera and zoom function) today was the fur runway at Bec & Bridge’s show. So fun!
Everyone was wearing: There were mini bags aplenty today. And there was loads of tie dye pieces along with suits and sandals.
What I ate: My team and I stopped for salad and juice at Bread and Circus in between shows for lunch. Then dinner at home with the family.
Highlight of the day: It’s always great seeing interesting faces on the runway so it was great to see actress Phoebe Tonkin make a surprise appearance on the Matteau runway. Also the seeing plus sized models walk the show was really refreshing to see.
This post was produced in collaboration with Huawei
It’s the second day of Fashion Week and with my first show being Bec & Bridge I opted to wear a piece from their new collection. I’m always a fan of an LBD and loved the look of this midi dress, particularly the finishing details. The tie-up neck ribbon and the sheer panelling give it a hint of drama and elevate it from a being just a simple black dress.
In keeping with the whole glam look and feel of the dress, I felt it needed another equally as glam touch. Given it’s been a little chilly of late I decided on a long chocolate brown faux fur coat. It ticked both the style and utilitarian box and was definitely the perfect statement outerwear to cap off my outfit.
When it comes to a black dress I think you it’s great to have accessories that pop to provide a little contrast. I love this structured mini camera bag by Yuzefi; with the colour blocking and chain strap it gives the look an interesting focal point. I decided on wearing this particular pair of pointed Christian Louboutin pumps because I loved the ankle straps so much. I think the little details are often what makes a look and I liked that strappy shoes worked beautifully with the cropped midi hem of the dress. Gold statement earrings provided just the right hint of glam and made for a strong finishing touch to my ensemble.
New York City is about as far away as you can get from the rural town Narrandera where model Victoria Lee grew up. As a self-confessed homebody, she says even she’s surprised that she’s now based in the Big Apple and miles from home. However relocating to the other side of the world is the logical next step when you’re one of the hottest models of the moment. Along with walking in last year’s Victoria’s Secret show alongside Gigi Hadid and Naomi Campbell, she is also a freshly minted David Jones ambassador joining fellow Aussies Jessica Gomes and ex-AFL player Adam Goodes. I caught up with Victoria to chat about the secret to a flattering photo, the one beauty product she can’t live without and how she stays fit.
What’s a day in the life of you?
Every day is different, which took awhile to get used to, to be honest. But I’ve since learned to embrace this fact and just go with the flow—as much as I can anyway! In general though, I love to wake up early, exercise in the morning, make yummy food and then get on with my day. If I’m working the hours and location always change but if I have some time off I’ll usually take care of any chores or e-mails, catch up with friends, sort the neverending pile of mail, run errands… it’s always a little different.
What is Fashion Week like for you?
This is the first time I’ve been home for Australian Fashion Week in a long time so I’m very happy to be home, but also [being here] where I haven’t done the shows. Actually being able to sit and experience the show is fantastic. I’m really enjoying seeing the way the show comes together and to appreciate the collections and creativity of the designers and all their hard work, from the other side.
What was it like to attend Camilla and Marc’s opening show?
I am such a huge fan of Camilla and Marc and to think it was their 15 year anniversary which was amazing. The show was fantastic—you felt transported to this other world through the lighting, set, sounds and music. Not to mention the collection itself which was stunning—the models looked so beautiful, powerful and strong.
Last year you walked in the Victoria Secret show in Shanghai alongside other supermodels like Tyra Banks, Gigi Hadid and Naomi Campbell. How did that feel?
Surreal. It was so much better than I actually expected. I thought I’d be more anxious, that I wouldn’t be fully present and just enjoy, but did. And I think that’s because of the Victoria’s Secret team and the girls I was there with. Everyone is so welcoming and supportive. They know you’re nervous! They really make an effort to make you feel as comfortable as possible and to just have fun and enjoy yourself, which is what it’s all about. It was very exciting, I really enjoyed the entire experience.
What does it mean to you to be an ambassador for David Jones?
It’s a real honour. I grew up shopping at David Jones and admiring past ambassadors Megan Gale and Miranda Kerr. To be a part of such an iconic Australian brand is incredible and I’m so happy to be a part of the David Jones family. Especially now; to be alongside Jess Gomes and Adam Goodes is amazing. And to be celebrating the 180th birthday of DJs is really special.
How did you first get into modelling?
I met with agencies after being recommended by photographers when I was in Sydney one time with my family. However I didn’t start going to castings until I finished school.
Was this always your dream?
No, not at all. Mainly because I grew up in Narrandera, rural NSW. I had no concept of the modelling industry—it was a long way away. Even after I started, I never viewed modelling as a career option. I had no idea what to expect, but I appreciated the fact that the opportunity doesn’t come by every day. I thought I would try it out in between school and university. I’m extremely lucky to have such a wonderful support network that has been by my side every step of the way.
What were you like at school?
I loved sport and athletics but was also very focused on my studies. I worked hard to get the best possible mark on my exams as I could. I ended up being Dux of my school which I was really happy about. All my friends from school try to catch up when everyone is home over Christmas which is always a lot of fun.
What’s something that people don’t know about you and would be surprised to find out?
Growing up I was a real homebody—I hated being away from home. Even on school excursions, I would want to go home ASAP. I couldn’t even do sleepovers. So to now live as far away from home as possible is something that still surprises me!
What was your first big break?
Very early in my career, my first Fashion Week, I walked for Camilla and Marc at Australian Fashion Week.
What has been your biggest pinch-me moment?
Can I have two?! Walking for VS [Victoria’s Secret] and being named as a David Jones ambassador were both pretty special pinch-me moments.
Who do you look up to?
I admire my parents and grandparents—I’m lucky to have such a wonderful family whom I look up to. I also admire women like Elle McPherson, Jess Gomes, Megan Gale, Doutzen Kroes, Diane Von Furstenberg, my agent, Doll, just to name a few! Intelligent, hard-working, very genuine women.
What has been the best advice you have ever received?
My mum always encouraged me to do my best in any situation and not to follow the crowd—be my unique self, always.
If you hadn’t become a model, what would you be doing?
Probably something in health or nutrition. I’ve always been fascinated by the human body.
As a model, how do you stay fit?
I love dance-based workouts—I find my body responds well and they are a great combination of strength and cardio. Along with stretching and recovery I make sure to respect my body and to prioritise sleep and recovery as much as my workouts. Along with proper nutrition. I love food and aim to nourish my body in the best way I can.How do you prep for a big show?
I have a healthy lifestyle constantly but leading up to a big show I’ll make sure to drink plenty of water and get as much sleep as possible. I have a sweet tooth so I might cut back a little on the chocolate. But it’s all about balance.
What is it like living in New York?
I love it. It took a while to get used to—it’s a far cry from Narrandera and Sydney. But it’s an amazing city with such a vibrant and eclectic energy and culture. I’m very lucky to be able to live there and call Australia home. It’s the best of both worlds which I’m very appreciative of.
What do you miss most about living in Sydney?
The wonderful beaches, weather, our laidback attitude, our sense of humour, our fresh food, being close to my friends and family of course. The list goes on… travelling and living away really emphasised to me just how lucky we are as Australians to live here. I know it’s such a cliché, but it’s true—we are the lucky country.
What is the secret to a great photo?
Oh my gosh—good question!! I guess try to relax and keep your chin down.
What is your number one beauty essential?
Oils. I’ve noticed a real improvement in my skin since using them. I love Dermalogica phyto replenishing oil at the moment but I’ll change it up depending on how my skin is feeling. They can be used to remove make up, as a treatment, to prep for makeup, during a flight—just make sure you get one that suits your skin type.
It’s been a huge sartorial week and my wardrobe has had quite the workout. Fashion Week is always a lot of fun to attend but the outfit prep is always insane. It’s important to nail each look given you’re hanging out with some of the most fashionable women in the industry the entire time! That said, it’s also a lot of fun. I had a great time being able to play with a lot of new trends and looks, and feeling like I was showcasing a different part of my personality every single day. One minute I was embracing suiting, a standout trench the next and each time I felt I was able to try something I might not have during an ordinary event.
So if you liked any of my looks throughout the week, I’ve rounded up a few steal options so you can copy and paste them into your own closet.
My daily wrap up of the day that was at Australian Fashion Week.
Shows I attended: 10 Pieces
Location: Icebergs, Bondi Beach
Fave show: 10 pieces
Biggest trends I saw: Emerald green, monochrome, tailoring mixed with relaxed street wear vibes.
The highlight of the day: Watching 10 pieces with the backdrop of bondi; a pit stop at the Vittoria Coffee lounge interviewing the likes of Russh editor-in-chief Jess Blanch and Fashion Week seating director, Miro Kubicek.
It may seem innocuous but when it comes to Fashion Week seating is crucial, especially when it comes to the front row. As the seating director at Mercedes Benz Fashion Week Australia, Miro Kubicek is the man in charge of ensuring that the right people end up in the right places, which with last minute no shows, VIPs running late and the occasional attendee trying to secure a spot in the coveted front row, is no easy feat. Having been in the role for over 15 years, Miro has seen more than his fair share of dramas and here he chats to me about how he maintains order at the shows, how fashion has changed over the years and flirting with Anna Wintour…
Can you describe your role?
So my role is seating director of this event. What it basically means is that I have to make sure that the front row is the way it should be or the way it was designed. I’m dealing with the last minute changes and all the small details that actually happens last minute, which is people not showing up or running late, being tied up in meetings, and I’ll get a notification or I’ll get an SMS and I kind of start adjusting. At the end of the day, the front row needs to look right and it needs to be the right people in there.
Why is the front row so important?
Well, look, the designers, this is the time when they’re presenting their collection and they worked really hard and long hours and all that. SO, it is really important because it makes a difference in sales, in exposure, in how the collection is perceived or how it’s received.
It makes a difference in who sees the collection? How does the hierarchy work?
The hierarchy, it’s more like a mixture of things. It’s not like if you just get editors and give them the preference. That’s one dimension of the whole spectrum, when normally we would have couple of aspects of it. You’ve got the media, you’ve got the journalists, you’ve got the celebrity, you’ve got the buyers, and then the socialite and then sort of the exposure on that level. So, you need to just have a good mixture of it all.
And you’re the man to know it.
I can’t remember a Fashion Week where you haven’t been in charge of this. How did you get in to this?
I was always around events and doing different things, but I got engaged so I was asked to come and do Australian Fashion Week, I think maybe it was 2002 and 2003, which was on the events side. There was a guy who was doing seating, I didn’t know that role existed. I was looking at him and I was thinking “That’s a pretty cool role and I would like to do that one day.” I was doing it the next year.
How has the landscape at Fashion Week changed over the years?
Oh, dramatically. It’s changed. We’re talking here, 15/16 years, when I started. So, in those days, there was no social media or blogging or Instagram or the instant feed of the design. Back then, it was really the old fashioned way. Taking the pictures, and then downloading the pictures, and then the magazine would have those pictures, and they published them. Now, very different game. Everything loads instantly. We have the shows on the screen, straight away. Anybody who’s around that can watch it, Facebook Live streams, Instagram Live streams. With that, also the broad difference in the industry.
How do you stay on top of your game with that? Knowing who’s who and who’s the best blogger to celebrity to editor?
The industry is fairly small. The people are more or less the same, they just change publications. That’s on one side. Yes, you have new players in the game, but you just keep on top of it like everybody else. You read, you look at social media, who’s coming up, who’s doing the right thing, who’s doing the nice things about fashion. We also have a delegates list. So we have lists that is released, that’s given to me with all the internationals and all the locals, and every year or every season, I go through and see who has changed and who is new and who I have to get to know a little bit. So you do your research. There goes a couple of weeks before the event, where we literally just study, like you go to University.
What’s your biggest pinch-me moment?
There was few ’cause I’ve been involved with a lot of different Fashion Weeks over the years. I’ve been part of New York Fashion Week and Dubai, Hong Kong, Singapore, Berlin, so there’s a lot of international stuff. I met a lot of really famous people, which is always very exciting. But, you know, as far as fashion, I think the moment with Anna Wintour was really, really special. That goes back to 2008 I think. I looked after her for about a day, a day and a half, and then we were running into each other throughout the week in New York and it was really cool. We were like buddies. We flirted a little bit.
It was fun. It was good.
Well everyone does want to be your best friend because they all want to get front row, that’s for sure.
It’s funny. I come to Sydney to do the Australian Fashion Week every year and it literally is, there’s a group of people that you never hear from until the week before Fashion Week.
“Hey buddy, how are you?” It’s like oh, Fashion Week’s coming up, yeah. It’s part of the game. It’s fun.
Any front row faux pas over the years?
Similarly to the previous questions, there’s so many. In general, some nights people can be quite nasty. A lot of people that don’t belong in the front row try to be in the front row, get a little bit aggressive at times. Verbally aggressive, not physically.
Yeah. You’ve seen it also, over the years. People sometimes stubborn, they think if they sit there and don’t move, then nothing’s gonna happen.
I try to control the front row. At the end of the day, it’s like “You’re gonna move.”
Does security ever get called?
No, I don’t think we ever needed to call security for seating. I have a chat and I kind of engage in a manner that, after 30 seconds or 40 seconds of talking to them, they realise that this is not the right thing to do.
All right. Well thank you so much. It’s such an insight into what you do and this whole week, so thank you so much.
Growing up on a farm in a small rural town in NSW, Jess Blanch grew up surrounded by fashion magazines and the images of photographerPeter Lindbergh. Having worked as a journalist at The Australian before making the move into magazines, the editor-in-chief of RUSSH magazine says she always dreamed of being a writer, and somehow “fell into” fashion. It seems a job she was destined for however, with over eight years and counting in the role. I caught up with Jess during Fashion Week to chat about the Australian design aesthetic, her favourite trends from the week and the show that really stood out for her…
What trends have really stood out to you?
One trend I really love is the oversized bag. I first saw it at the Camilla and Marc’s show and it was almost a moment of thank goodness now I can finally put all my things in the bag. I think there’s been a really soft, 90s thing going on which feels really quite fresh, and it obviously suits our lifestyle here. I love these 90s slip dresses and the way the coats are going over the top of them and knits are going over them, and unexpected colours like we saw before. There’s been a lot of green.
There has been a lot of green.
I think last year it was yellow; it’s almost like there’s just this kind of Pantone colour that everyone makes movement with. But I think also the trend is, what I’ve seen is a lot of streetwear. Everyone’s kind of doing their own interpretation of a Polo sweater and layering. And I think the nice thing this year is I feel that the brands are really sticking to what they do and maybe the trends are becoming less relevant.
What is Australia’s take on fashion?
Obviously some trends are often set in Paris and Milan, but I think Australians are not designing that way. I think the designers here are very much global brands in their own right these days. They’re distributing direct to the likes of retailers like Net-A-Porter and Matches, and they travel so much. I think it’s really coming down to designing for a lifestyle, and that’s what I loved about the Romance [Was Born] show last night, because what they do so well, is they really turn their brand into culture. And it’s not about the pieces, it’s about the match of the music, with the performance, how they wear the clothes, the makeup that goes with that. It’s not just a collection that’s just about pieces. And I think that also Double Rainbouu did that really well, it was really nice to go to the Lansdowne, and what I loved about that show was particularly the casting, because the kids wearing the clothes are the ones that we see on the street. You go and get a coffee and you’re like, “who is that amazing boy?” And so it’s so nice to see them in that show, it’s very real. I guess it was a way to show what Sydney culture is about and how we live here.
Is that why Fashion Week is so important?
Fashion Week’s really important and I think for Sydney we’re really lucky, particularly at offsite shows, like Matches yesterday at Wylie Baths. We’ve got such a beautiful city and I think that it’s a great opportunity to show people these little pockets, the things that we know and love, and the collections. Obviously things in the lighter collection it’s a natural environment for it, so it’s good to see the week thriving.
What have been some of the highlight shows this week?
Well, I mentioned Romance last night and I loved that, because it was a real spectacle and it always is, and they have fun and don’t take themselves too seriously. I thought that Camilla and Marc show was super strong. It’s their 15th anniversary and I was really happy for them because the brand really evolved over the years and they’ve done a really great job of designing but also running a successful commercial brand and I think that’s really important. It is probably my highlight along with Romance. I’m looking forward to Chrisopher Esber tonight as well.
What does the RUSSH reader get out of Fashion Week?
I think RUSSH readers are very fashion savvy, when we talk about our audience, we often say that we’re the magazine that the influencers like to read, like Carmen Hamilton last night, she’s like “I’m a fan”. The RUSSH reader is very savvy, they know where things are being made, they really care who’s designing them, so they want Fashion Week to really show them new things, and kind of give them a deeper insight into the brands and the lifestyle behind the brands and who those designers are and where they’re getting their ideas and inspiration from. And that’s what we try and do, we don’t just report on looks, we actually try and report on the culture of the design sentiment and what’s happening at the time.
Have you always been interested in fashion?
No, first I’m interested in publishing, so I guess, looking back, I grew up in the country on a property. There’s a big gap in my family between myself and my siblings and I just had lots of fashion magazines in the house. So I think I just fell in love with the, yes it was the 80s and it was all Peter Lindbergh images, and I think I always just fell in love with that, the escape of fashion and that sense of the woman as well, and how fashion could make you feel. So I never planned to be in fashion, that was never my plan.
No, no, I want to be a writer. Sometimes I’m in my office and I’m like, “leave me alone, I just want to write!” Running a magazine is very different to that. But then I got into publishing and I actually started writing for The Australian newspaper as a journalist and I loved that and that sort of led to magazines and then finally the RUSSH opportunity came about and it just felt like a natural evolution for me. But I remember in the early days everyone was like, “fashion, how did that happen?”, I’m like, “I don’t know.” I just fell into it.
No, you’ve always been super stylish!
It’s nice of you to say that. Yeah, maybe I knew more; I learned by osmosis I guess. When I first began the editorship I really spent a lot of time travelling for the international fashion weeks and those weeks and those trips can sometimes be six weeks at a time, and you just take a lot in when you’re on the circuit. You’re like a sponge in your first few seasons. That was amazing experience.
What is the key to success when you’re an editor?
I think they key to success as an editor, or really anyone, is having great people around you. I’ve got a team that I really admire and respect. They’re just great people; they have great taste in music and food and everything that I love and share and I think that’s what makes me excited to come to the office every morning. It’s have such a nice environment and we all collaborate. It feels like a collaboration between all of us with our contributors. Whether they be models or artists that we’re working with, that’s probably the most exciting, fulfilling part of the job.
Who is the designer to watch?
Well, it’s not over yet. That’s a good question. A lot of people have been talking about Acler which is interesting. The NewGen show is coming up and I think that’s a really important one to watch because the ideas in a NewGen show are very fresh. They haven’t had that commercial rush and that’s always a good show to see.
How do you approach Fashion Week as an editor?
A lot of people ask me “how many shows are you going to today?”, and I think, sometimes as an editor, it’s great to see the shows, but obviously we spread them out between our team. It’s really important for my Fashion Team to be there and seeing everything. But I really try and connect with the designers over the week and really find out what’s going on with them, spend some time with them. Sometimes it’s nice if there are after-show dinners and those kind of things happening, because it’s really good to see where they’re at. I think we’ve always done a good job of telling the designers’ stories, and that’s what I’m trying to learn about them during the week. Where are they going, what their inspirations are, and where they want to take their businesses.
What’s a day in the life of you?
During Fashion Week? Not a lot of sleep. I’ve got to say. I was woken up by a toddler at 5 this morning and I went to bed after midnight. Every year I’m like, “I’m gonna be super organised…” It’s always a lot of people to see. It’s a great week though. Sometimes you feel a bit superpowered in Fashion Week because you’re like I’ll have three hours of sleep and I’m not tired at all.
Well, you look amazing after having not much sleep. Thank you so much. Enjoy the rest of your week.
I told you I’m all about the suit at the moment. And with it being the last day of Fashion Week for me I couldn’t pass up the opportunity to wear this beautiful Alexander McQueen blazer. The cut, the fit and what a colour! These Maggie Marilyn pants have a slightly sporty vibe about them and made the ideal contrast piece to the structured, polished feel of the blazer.
When wearing such a bold, vibrant colour I think it’s a good idea to keep accessories quite pared back. I kept to a simple black quilted mini top handle bag by Dior to carry all my essentials and Christian Louboutin bow heels to give me some additional height (this is also a must when wearing wide leg pants). Small frame Poppy Lissiman sunglasses rounded out my look and helped marry the sleek and fashion forward look I was going for.
Credits: Blazer, Alexander McQueen; Pants, Maggie Marilyn; Bag, Dior; Shoes, Christian Louboutin; Sunglasses, Poppy Lissiman
As one of the most in demand models in Australia, Roberta Pecoraro has had a busy few days to say the least. With her signature to-die-for curls and blunt fringe, Roberta has walked in multiple shows during Fashion Week, and it seems her next stop may be further ashore as she pursues an international modelling career. Having already appeared in a Country Road campaign and in editorials for Vogue and Grazia, there’s no doubt that she’s well on her way to making her dream of walking in a Gucci show a reality. I caught up with Roberta backstage at the Hansen and Gretel to chat about how she got into modelling, her signature dish and the highlight of her career so far…
You’ve walked in a lot of shows this week. What have you walked in so far?
So far I’ve done Camilla and Marc, We Are Kindred, Macgraw…wow, I’m forgetting them all now. And Hansel and Gretel right now and … I’ve forgotten heaps.
And so what’s been the biggest highlight of the week?
Probably the Camilla and Marc show. It was a beautiful show, the set, it was amazing.
So did you always want to get into modelling?
I did, actually. During high school I really got into it and then after high school I finished school and at [Sydney] Fashion Weekend, [modelling agency] Chic has a stall, and they saw me walk past, and they asked me to come in for an interview and a meeting. From then on, I signed with them.
And so far what has been your biggest career highlight?
Probably last year opening for the Dion Lee show. It was opening all of Fashion Week so that was an amazing opportunity.
And what has been the biggest surprise being in the fashion industry?
Biggest surprise … just all the opportunities that you get. Even travelling overseas, you’re so lucky to be able to jump from one city to another and I’m really appreciative of those opportunities.
And what has been your biggest pinch-me moment?
Biggest pinch-me moment? I actually don’t know this one.
Have you met anyone that you never imagined meeting?
Well, I got to meet [Victoria’s Secret model] Georgia Fowler not too long ago so that was amazing.
And so if you could walk for anyone, who would you walk for?
I’d love to walk for Gucci one day. Definitely a goal of mine.
Is the plan to stay in Australia or go overseas?
I’d like to go overseas during September, to try Fashion Week overseas.
And where do you see yourself in five years time?
Five years? If I can still be doing this, that would be amazing. But I love to cook and anything involving food, so maybe something involving food.
Nice, what’s your signature dish?
I like desserts so, I make these little Italian brioche buns with ricotta.
Need to come to your house for dinner. And what do you love about fashion?
How creative you can get and [being able to] show your personality through it. You can be a different personality one day to another.
What’s it like to show at Fashion Week for the very first time? Bella Pereira and Gemma Fitzgerald are the pair behind the eponymous label Pereira Fitzgerald. Founded in 2015 the brand has a focus on luxury fabrics, dramatic silhouettes and strong tailoring and this year marks their debut at Mercedes Benz Fashion Week Australia. I paid a visit to the girls prior to their show to chat about the ups and downs of putting on a show, founding a label with a little help from Kickstarter and the one woman they’d love to see wearing one of their designs.
Ladies, congratulations on your debut collection at Fashion Week.
Bella: Thank you so much.
What an exciting time for you. How does it feel?
Gemma: Incredible. It was always in the path for us, I think.
Tell me your story. How did it all begin for you?
Bella: We met through mutual friends. I don’t think I always thought that fashion would be my path. I was studying science at the time.
Studying science? That’s crazy!
Bella: I think we immediately clicked, definitely. I knew that Gemma was an incredible machinist and into designs. I was really interested in learning about crafting a garment. Basically the conversation really just rolled from there.
Gemma: I studied fashion design. I was working for Zimmerman before. It just comes naturally. We were destined to meet.
Bella: Yeah, I think so. I find it hard to think of another person [I’d like to do this with]. We definitely don’t agree on everything, but we can always find a medium.
Why was it so important for you to show at Fashion Week?
Gemma: Just to branch out. I think it’s really important. We’ve done so well, so far. Our friends, our family.
Bella: Yeah, and a very close-knit, amazing group of loyal clients. They have kept us going, but I think we’re at a point now where we’re really ready to take it to another level. It’s also our beginning in wholesaling. We haven’t been stocked anywhere except in our online store, so far. That’s really exciting for us, as well.
What are the benefits of showing at Fashion Week?
Bella: It’s an international stage. It’s like everyone is there. IMG have been incredible in giving that to us in terms of the people that are there are so influential. Whether it’s a buyer or an influencer. It’s a huge stage for us, and everyone’s in the same room at the same time. You can’t really compare that to anything else.
What have you found to be one of the biggest challenges so far?
Gemma: I think it’s just time. Everything’s new. We’re both well and we’ve hired some amazing people to work for us, which is great.
I don’t think everyone realises how much work goes behind a show. What are some of the things that have surprised you?
Bella: [Everything] down to music composition. That’s a massive task and it is so important to have captivating music while the show is happening. Music, as well, that tells a story that’s in line with our collection and the kind of people we are. It’s so important that it makes the audience feel the way that you want them to feel.
The amount of conversations and emails and drafts and playlists that go back and forth. That’s one tiny thing in the whole production. It’s not just everyone shows up and you smack the garments on a girl and run down the runway. Everything is so considered and thought of. Nothing is by chance, nothing is a coincidence, everything is purposeful.
How would you describe your style aesthetic?
Gemma: It’s quite glamorous in a way, but then it’s like everyday glamorous, so you can definitely work with it on a day-to-day basis.
Bella: We love the idea of being really feminine, but also embracing the feel of feminine strength. I think we’re taught that powerful dressing always has a masculine edge and we’re very much about turning that absolutely on its head. You can dress really delicate and beautiful and feel really feminine but still feel powerful and confident and you can do anything. It’s all about those outfits that give you that and for me, I want an outfit that feels like that.
Do you guys feel that you are on the same page for your style? Or does one want a bit more of something else?
Gemma: Definitely, we’re a little different…I’m a bit more girly, feminine.
Bella: I like things long and tight, I guess.
Gemma: We start with one idea and then it goes there and it goes there and then neither of us like it and then it’s just this beautiful thing we create.
Bella: And I think it’s important, as well, because Gemma comes up with ideas that I never would, and I come up with ideas that she wouldn’t and it’s not necessarily something that I would wear, but it’s something that I love and appreciate and think is divine. I think that’s important. We’re dressing for a range of women, not just this narrow focus of ourselves, which is really important.
What would be your advice to young girls wanting to get into the fashion industry?
Gemma: I think just work hard. I mean, that’s a tale as old as time, obviously, but it’s hard when you have to intern and you have to do this and you have to do that and you’re studying, but that’s the real world. And, if your mum’s saying, “oh, that’s too tricky, don’t do it,” just do it!
Bella: Do what you feel really passionate about. You’re gonna end up there anyway, so you may as well. I think it’s just hours and hours of really hard work, but nothing good comes from anything that’s not hard work. No, if you want a boring life, don’t do this!
Do you think it is as glamorous as they make it?
Bella: No, it’s not glamorous…It’s up at crazy hours of the morning and going to sleep at crazy hours of the morning. Obviously it changes, that’s not sustainable all the time but definitely in the lead up to Fashion Week it is that real around-the clock dedication. I think you need to take it very seriously from the beginning if you wanna be taken seriously. I think there’s no way we could have made big sales in the beginning if we didn’t have one-hundred percent belief in what we were putting forward. We wouldn’t have done it if we didn’t have that really propelling us forward.
And so Gemma you used to work for Zimmerman, they’re such a powerhouse in the whole fashion industry. What was the biggest thing you learned from them?
Gemma: Well, I was in the design room, so I saw everything from fittings and cuttings and seamstresses, pattern-makers, everything. It totally helped me.
I couldn’t think of a better learning ground.
Gemma: Yeah, even down to my drawing. But they taught me how to really hone it in and – I don’t know it’s good when the sketches matched what your vision is, sometimes that’s not so easy.
How do you decide who goes to your show?
Bella: We have an amazing publicist. Well, that’s the thing, we are so new, we don’t have those connections, and it’s just been amazing to team up with someone who does and to give us that head start in getting ready for what people that we need there.
Is it a bit daunting to have so many magazine editors and so many important people within the industry front row at your show?
Bella: It’s very much like a pressure, but it also fuels the adrenaline that keeps you crazy, so it’s worth it. It’s really exciting. Super exciting.
Gemma: Our mums will be front row. Really excited [about that].
And can you tell me a little bit more what we will see on the runway, what will we see coming up?
Gemma: Well, we went to France to buy fabrics earlier this year, so there’re things inspired by French silk and-
Bella: Very much like that Rococo [style]. How fashion is depicted in those paintings, that really lustrous, incredible silk, we’ve really tried to capture that. But again, it’s really soft with this kind of contrast of really sharp tailoring, big, oversize silhouettes. We don’t really do anything halfway, we’re very zero or a hundred, I guess, in everything.
Gemma: If we’ve got a ruffle, it’s a ruffle.
Bella: I do think you can really wear these pieces to anything, they’re definitely not like your average everyday casual piece, they are pieces that we want women to really reach for and be excited to reach for it in the wardrobe every morning.
Gemma: And be confident, too. We know a Sydney blogger and she dresses up every day just to go and buy milk. And we love her, she’s amazing. And I suppose she’s got that confidence, and we want everyone else to have that confidence, you know? Dress up, you’ll feel amazing, and you’ll look amazing.
Bella: Even if you’re gonna pair it back with something really casual, it’s that amazing feeling of having a beautiful handmade piece of clothing on your shoulders, and it feels gorgeous and it’s just… priceless.
And if you could have anyone wearing your label, who would it be?
Gemma: We have spoken about this, Cate Blanchett really comes to mind.
And what’s next for you guys after Fashion Week?
Gemma: Well, hopefully we’ll have offers after Fashion Week.
Bella: Yes, it’s just kind of getting into those commitments with them, delivering, seeing our clothes stocked, hopefully internationally at some stage. We’re big believers in owning our way in Australia first, but that’s definitely a long time off for us, to see our clothes hanging in The Bon Marche or somewhere incredible.
So the fashion industry is so hard to get into, what was the pivotal point that you got into a fashion?
Gemma: Well, we started with Kickstarter.
Bella: Our first collection was pretty small, eight piece collection that was made from entirely silk satin. Really heavy, lustrous, really high end premium silk satin. And we had all of these friends and family members that were so interested in what we were doing and we kind of hit a bit of a roadblock in terms of just taking things to the next level and in terms of production, all those things you run into when you start a business in fashion and garment production. And so what we did was through Kickstarter, which is a crowdfunding platform, we started a campaign that basically had all our pieces up for sale, and our friends and family, anyone who knew about us, potential clients, could go on there and purchase at a discounted price with the understanding that the garments would be delivered four months in advance.
Such a great idea.
Gemma: We weren’t asking for money and everyone was so excited anyway.
Bella: We’re surrounded by such beautiful people and our families and friends and everything, so it just meant that they could have a part in our beginning as well, which was really special.
Gemma: We also got some overseas clients from that as well.
Oh, did you?
Bella: Yeah, we did, because Kickstarter itself has its own marketing strategies that involved our campaign so that helped us enormously as well.
That’s incredible. Well, I wish you very best at the show and I can’t wait to see it.