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The Fashion Advocate

February 28
Girl sitting on a chair slouched back in a modelling shoot with black top, black leather pants and high black stilettos.

 

Tatyana Designs

Tatyana Designs

Runways are crucial to the development of fashion. They illustrate a moment in time, a shift in trends, a certain look, they reflect the current culture and they represent who we are. It’s not just a string of clothes on a catwalk – it’s a story. Runways are stories, and they’re special.

Claire Goldsworthy, The Fashion Advocate.

It’s that time of year again. VAMFF is here. The Virgin Australia Melbourne Fashion Festival  is fast approaching and the city of Melbourne and fashion devotees from far and wide make their way to the eighteen day long festival. As tribute to this years festival the star of this article is Claire Goldsworthy. A girl after my own heart.

She is the passionate fashionista and founder of the print and digital magazine, The Fashion Advocate and the creator of the collaborative brainchild, The Dress Collective. A collective of emerging Australian designers who manufacture their product in Australia.

This year Claire is at the helm. The Fashion Advocate Runway is a hand-picked collection of emerging Australian designers from around the country. As a vocal and passionate advocate of Australian fashion myself, this runway is one not to be missed by virtue of the fact that its focal point is Australian designers who manufacture in Australia.

Contrary to popular belief there are many emerging and established designers who still manufacture in Australia. In my opinion we should all be following them with great interest, applauding their ethics and moral values, and then setting aside our fashion budget to committing to buying their product, thus supporting their work, and most importantly keeping them in business.

Claire Goldsworthy describes “fast fashion” as “The dirty F-word”! I couldn’t agree more!

Why do we buy fast, dirty, cheap, badly made, unethically produced, highly pollutive fast fashion? Designs that are all too often ripped off from the world’s top designers?? If you have the answer, please let me know, because I am totally miffed as to why these fast fashion giants have such an enormous share of our fashion market. I have written many an article about supporting local Australian fashion and all of you who follow me (God love you all!), well know my opinion on this important subject. Some of you may have already read my article on the Zara Phenomenon

Have we become such lazy and disinterested sheep that we are incapable of thinking for ourselves? Are we so disinterested in our own local fashion market, and our own economy that we have just given up fighting for what is right? Please. Pretty Please. Buy Australian Made Fashion. Support Australian Designers. Vote with your fashion dollar to create much needed change.

Girl sitting on a chair slouched back in a modelling shoot with black top, black leather pants and high black stilettos.

Mhoo Mhoo

Anyhow, back to The Fashion Advocate.

Isn’t it just soooo refreshing to find someone who champions the importance of showcasing, supporting, and bringing to the spotlight, Australian designers, who produce sustainable, ethical product and manufacture in Australia.

Meet Claire Goldsworthy. She is. The Fashion Advocate.

Melbourne Entrepreneur. Fashionista. Editor. Founder of The Dress Collective. Runway Curator. Lover of Australian fashion. Gem.

If you would like to attend the The Fashion Advocate Runway on March 11 get in quick because tix are selling fast!

Here is her story.

Until next time,

Jade xx

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VAMFF … Book your tix! March 01 – March 19 2017

 

Fast fashion has no meaning, no purpose, and no value …

Claire Goldsworthy, The Fashion Advocate.

LM

What is the work of The Fashion Advocate?

TFA

The Fashion Advocate is a print and digital magazine dedicated to Australian made fashion, beauty and lifestyle brands, with a focus on ethical and sustainable content.

LM

What has been the major inspiration for your work?

TFA

I wanted to see change. It drives me mad to see the plethora of fast fashion in shopping centres selling for five dollars a piece. How on earth can a garment be made, transported and retailed for five dollars?

It can’t – unless it’s been created under unsustainable and unethical standards. I was sick of seeing fast fashion crap. Sick of the facts and figures that get released every year about the negative environmental impacts of the fashion industry, and sick and tired of seeing the same style top in ten different stores.

It’s robotic.

Fast fashion has no meaning, no purpose, no value.

The inspiration for The Fashion Advocate was my desire for change; I wanted to promote fashion that matters. I wanted to inspire other people to start thinking about the impact of their shopping habits. I launched The Fashion Advocate to support Australian brands who have morals, values and ethics. To introduce consumers to a range of options that they might not otherwise have known about.

Pale girl with red hair and red lipstick standing in front of a beige wall and flowers being photographed in a modelling shoot in a pale pink satin dress. Designer Teagan Jacobs.

‘Blushed’ By Teagan Jacobs

LM

You are a fashion designer yourself. How does that assist you in understanding the difficulties other designers face?

TFA

I launched my own fashion label straight out of high school and worked everything out the hard way from the bottom up. I have a first-hand understanding of the blood, sweat and tears that go into a locally made fashion label because I’ve been there and done that. I’ve since put that label to rest as my aesthetic has changed, but having the first hand experience exposed me to the ups and downs of fashion.

I understand what brands go through. It helps me connect with designers and it’s not a foreign topic; fashion is simultaneously heart-breakingly hard. It conjures up so many different emotions. My experience helps me write about fashion, beauty and lifestyle brands in a personal way because I get it.

Line up of models waiting to walk the runway at a fashion event. Designs by Habadakas.

HABADAKAS

LM

How much has your own label, Harriette Hill, influenced your own work?

TFA

Although I don’t run the brand anymore, it all started with Harriette Hill… My love of vintage fabrics, traditional sewing techniques and my ethical values all stem from my first brand. When I inherited my great grandmother’s 1950’s and 1960’s fabric collection, I was forced to find ways to make it last and so my journey into sustainability began.

LM

How important do you believe is the unveiling of collections on the runway?

TFA

Runways are crucial to the development of fashion.

They illustrate a moment in time, a shift in trends, a certain look.

They reflect the current culture and represent who we are. It’s not just a string of clothes on a catwalk – it’s a story.

Runways are stories, and they’re special.

Model standing in front of a pale blue wall in an emerald green slinky dress by Dida.

Dida

LM

Yes. Yes. Yes!

LM

How was The Dress Collective birthed?

TFA

Much the same as The Fashion Advocate – I wanted to see change. I had always been interested in fashion and over the years, I worked nationally and internationally in retail, brand management, PR and marketing, runway management, creative direction for various brands large and small, and always in fashion.

I was never truly content with working for other brands as their values and ethics didn’t quite align with mine. I launched The Dress Collective in 2015 to make a positive change for the fashion industry. I just couldn’t sit back and watch the damage anymore.

LM

Please describe the role of The Dress Collective?

TFA

The Dress Collective is an online store that sells only 100 per cent Australian made fashion. It’s also 100 per cent transparent and each designers story is attached to every single item we sell, along with the garment’s design and manufacturing origins. The Dress Collective is more than just an online shop for Australian designers though; it’s a support network and creative foundation, built on a vision of positive and sustainable growth for the future of the Australian fashion industry. It doesn’t focus solely on ‘trends’ or seasonal collections, because that can sometimes create the ideal of ‘past season’ or ‘out of fashion’. Instead, The Dress Collective helps consumers make long term decisions about their wardrobe by introducing them to high quality, trans-seasonal and unique labels.

LM

How difficult is it for Australian labels to produce their collections in Australia?

TFA

Contrary to popular belief, quite easy.

The cost is sometimes higher, but we do have a host of high quality manufacturers in Australia. The question though is about values and profit.

Is it difficult to manufacture in Australia? No.

Is it difficult to compete with fast fashion when you manufacture in Australia? Yes.

Local manufacturing can be costly, which drives up the cost of the final garment, but the value is in the ethical benefits of local manufacturing, so it depends on what you value and which part of the production cycle you consider to be more important.

Model standing in an urban street scene wearing a cropped black t with netting and loose black and white pants.

Cameron & James

LM

What do you believe is the greatest challenge facing Australian designers in our current market?

TFA

Fast fashion. The dirty F-word!

People are hungry for unique clothing; the challenge isn’t demand as there’s plenty of that.

It’s the cheap fast fashion that causes a problem, and it starts to desensitise people to the bigger problem. You don’t think much about a twenty dollar top because you’d pay the same for pizza, therefore you’re more likely to throw it away, not care for it, and replace it with another twenty dollar top.

It’s a vicious cycle and it’s a hard one to break. The constant struggle is educating people about the importance of supporting local brands and the play-off between fast and slow fashion is an enormous challenge.

LM

What is your opinion of fast fashion? What do you believe is its future?

TFA

Fast fashion has ruined our industry, globally.

It’s raping and pillaging the earth, killing garment workers and devaluing something that deserves so much more credit and thought. I do believe that people are slowly waking up to the impact of fast fashion and slowly making better choices, but it’s going to take a long time to see a total shift.

I won’t stop fighting for slow fashion though, no matter long it takes.

Model lying on steps with tussled blonde hair and sunglasses for a swimwear shoot wearing a black bikini and draped cardigan.

Sets of Seven

LM

What do you most love about Australian fashion?

TFA

The diversity of it. I know labels that make entire garments out of pompoms, and some that make entire garments out of repurposed jeans. There are so many unique and diverse labels locally. I love it! Australian designers tend to be very self-driven and not focus on global trends too much because of the differences in season and locality compared with the rest of the world.

LM

What are your favourite Australian labels?

TFA

All of the labels I stock online at The Dress Collective!

I hand pick them and they’re all so unique, yet very wearable and practical. Black Mob is incredible – it’s unisex and very vocal about the issues it stands for, I love it. DEVOI is another of my favourites; I absolutely love bright colour and prints, and this label delivers both.

Model in a studio with hair bunched up in pigtails wearing a see-through cropped net top with scalloped pink collar with large peddle-pusher wide pink pants with white sneakers and bright pink laces.

Rayan Ardati

LM

Please share your views on the importance of ethical and sustainable fashion production?

TFA

It’s not even a question for me – you either engage ethical and sustainable practices, or you shouldn’t be running a business. If you are going to offer a product to the world, it is your responsibility to do so in an ethical manner; the harm of people or the environment shouldn’t be something that is gambled in the process. It is so very simple to ensure ethical and sustainable production and something you choose. Every step of the process is a choice for brands. We live in an incredible country and we are so very fortunate; we take it for granted. No-one in Australia would accept the garment factory working conditions or pay that are ‘the norm’ in third world countries. No-one would show up to work in Australia for those conditions. If you wouldn’t accept it for yourself, you shouldn’t accept it for any other person involved in the cycle of your business.

LM

How does VAMFF differ to the other events across the Australian fashion calendar?

TFA

I love VAMFF!

It is such an inclusive, diverse festival that appeals to so many different people from all walks of life. The main fashion week is of course very targeted to your fashion-nuts, but the wider calendar includes beauty events, styling workshops, business seminars, shopping activations, film, photography … there’s something for everyone and I’m all about inclusion and diversity.

LM

I believe you are curating your own show this year at VAMFF – The Fashion Advocate Runway. Please tell us more …

TFA

I am SO excited to be curating this event! I’ve handpicked twelve labels from around the country to showcase the diversity and talent of the Australian fashion industry, and all labels are entirely Australian made.

There tends to be a stigma around Australian made fashion and I’m working endlessly to ensure that the wider public understands the industry. People don’t realise that everything you need in your wardrobe – whether it be corporate attire, lingerie, formal wear, swimwear, sleepwear, whatever – can be bought from designers who manufacture locally. The details have been meticulously planned, from the local cocktails on offer to the gifts in the VIP bags – it’s all about Australian made. I’ve partnered with Luna Park too; I’m honoured to be hosting an event at such an iconic and historic venue, it all ties in with the message of valuing local, our roots and delving deeper into everything we buy, wear and engage with.

It’s going to be a very special event!

LM

And indeed it will be! The designers are …

HabadakasTatyana DesignVincent LiDiidap’junk by Kate HannahOroceo CastroLorenza The LabelRayan ArdatiCameron & JamesMhoo MhooBlushed by Teagan Jacobs, and Fool.

Two girls holding hands on a lush green lawn wearing pretty dresses.

Lorenza The Label

LM

If you could speak openly, what would you say to Australian consumers?

TFA

Buy less, choose well, shop local. Start thinking about the impact of your choices and start creating the kind of world that you want for future generations; the world’s resources are not infinite. Support your local designers and design your own image around the message you want to promote; use fashion as a method of positive impact and change.

LM

How can we best support emerging designers in Australia?

TFA

By shopping online at The Dress Collective!

Shameless plug!

LM

Love a shameless plug!

Come on peeps … Shop. Shop. Shop!

Asian model half lying down looking backwards and to the side wearing designs by Vincent Li.

Vincent Li

The Fashion Advocate Runway Designer Line-Up

Follow them on Instagram and show your support!

Habadakas Instagram, Tatyana Design Instagram, Vincent Li Instagram, Diida Instagram, p’junk by Kate Hannah, Oreceo Castro, Lorenza The Label, Rayan Ardati, Cameron & James, Mhoo Mhoo, ‘Blushed’ by Teagan Jacobs, and Fool.

SHOP The Dress Collective!

Annabelle and EveAwaken The HausAzulant AkoraBlack Mob The LabelCameron & JamesDevoiDon’t Do PrettyEspire ClothingHarriette HillJudeLetitia GreenMarcela’s AccessoriesMici JayOroceo CastroRbcca KstrSets of SevenTatyana DesignThe Spotted Quoll StudioVincent LiVousWhy Mary

Model sitting in a photographic studio with dark hair, black and white top and bright red skirt. Designer, Oroceo Castro.

Orocéo Castro

Remember …

“Buy less, choose well, shop local. Start thinking about the impact of your choices and start creating the kind of world that you want for future generations; the world’s resources are not infinite. Support your local designers and design your own image around the message you want to promote; use fashion as a method of positive impact and change”.

Claire Goldsworthy, The Fashion Advocate.

 

Picture of Luna Park in Melbourne, Victoria. One of the runway venues for this years Virgin Australia's Melbourne Fashion Festival.

The Fashion Advocate Runway Venue

See you at VAMFF 2017! …

Until next time,

Jade xx

Coat Hanger Logo done in black on white in the style of chinese calligraphy and paint brushing style with the words Label Ministry placed in capital letters below it.

 

 

Australian Fashion Industry, Bloggers, Editorial, Events, Melbourne Fashion Festival

Tickets on Ourselves

March 17
Model on the fashion runway observed by front row fashionistas and bloggers sitting in "the frow".

Influencers realised they could turn themselves into a business by charging hundreds or thousands for posts, they appointed managers and this led to the ascent of blogger agencies signing talent to work with brands.

Suzanne Carbone

 

We all know that fashion bloggers and style influencers love fashion events. And why wouldn’t they? So do I. It is the chance to connect with people who live, work and breathe the fashion blog and fashion industry. To literally dive into the arena of fashion, design, styling, and the creative minds behind the expression of the runway is what keeps these events alive. The passion and enthusiasm abounds at events such as VAMFF. My most recent fashion fix. It is also a buzz to talk to likeminded fashionistas whose minds connect through the vehicle of fashion passion. Like all industries however, events like this do come with their problems. It was noticeable to me this time, the passive aggressive feel that lingered across the entire week around the subject of who could be seated in “The Frow”. So called because it is so easy to be seen with a frown!

When did attending a runway show become so stressful? Where one feels undervalued if they are not chosen to sit front row? And, what, if anything, constitutes the right to sit front row? Unless of course, you are, in all seriousness, a serious lover of fashionwho will, during the event, after the event, work generally, consistently and diligently, towards the growth, success and support of the fashion industry?

I would have to question why there needs to be such an unhealthy fixation with sitting in “the frow”, but do agree that the people who do sit on in “the frow”, should have adequate influence in order to create ‘good’ from their premium seating.

In Suzanne Carbone’s article this month in The Age, leading up to VAMFF, she says that “450 bloggers and influencers have applied for accreditation compared with 200 traditional print and broadcast media”.

I would argue that if The Blonde Salad, Gary Pepper, or Rosie of The Londoner was at VAMFF, sure, give the girls the best seat in the front row! With nearly 8 million Instagram followers between them, they obviously rule the blogosphere. Yeah baby! Wouldn’t that just be too cool for the galaxy of Australian fashion!

 

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I do think however, for a reasonably small event, at least on the world scale, with not quite several hundred fashion bloggers across the country, we should even out the distribution of these seats a little more evenly across the general sector of attendees.

That would mean, VIP’s, fashion buyers, bloggers, journalists, magazine editors, and devotees. Surely there is enough love to share around?

I know quite a few bloggers and style influencers who were not invited to events this year, and were disappointed. Their disappointment in many cases meant they did not attend at all. This I thought was a great shame. It is the bombardment of these faithful devotees which makes these events more interesting, more attended, more photographed, more publicised and generally more successful.

I do think it a shame that invitations on mass cannot be sent out, but I do understand from a costing point of view, that these expensive events need to be carefully curated and funded.

My individual passion is such, that I often pay to attend these events. I am often very fortunate to be able to attend and not pay, but I make sure that I pay back in kind. In the form of a great article, in response to what has been gifted to me. It is fact of life that everything we do, costs money. We all know that nothing is free. Nothing. I do wonder at times, why bloggers think it is their right to be invited to events for free, and even though I am a fashion editor/blogger myself, I recognise the need to support these events with real dollars. This currency, like it or not, is the only way these designers and all other people who are involved in the industry survive. That is the reality.

It is the world we now seem to live in where everyone feels ‘entitled’ to receive something for free. There is a total lack of interest in who pays, as long as we are assured that we don’t have to.

We are drowning in a sea of self importance, and narcissism. We expect our hands to be held in every way, without pulling out the stops, and working ethically towards building one’s following through the vehicle of what used to be the norm. Just sheer hard work.

I love to be invited to events and shows.

It does not equate however to me showcasing someone, or not.

Paying for tickets keeps events going. It support industries. It keeps people in jobs. It allows growth. And secures a future.

If we really believe in our local fashion industry, no matter where it happens in Australia, isn’t it worth buying a ticket?

If we can encourage people, consumers and bloggers alike, to understand why this is such a necessity, then we will sure up a wonderful strong future for the industry we all love, and loose these “tickets on ourselves”.

Until next time,

Jade xx

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Australian Fashion Industry, Editorial, Melbourne Fashion Festival, VAMFF

VAMFF Melbourne 2016

March 16
Models promoting the Virgin Australia Melbourne Fashion Festival 2016.

Well. Here I am in Melbourne. March 2016. VAMFF. Virgin Australia Melbourne Fashion Festival. It’s been a hell of a week for a few different reasons. Travelling interstate for a week of fashion frenzy is, for any seasoned fashionista, and I guess I could call myself that, a hard slog. The “four seasons in one day” Melbourne weather took us from an unprecedented heat wave at the beginning of the week to full on rain a few days later. A pleasant but unexpected development. But! I have to say … well done Melbourne! What a great week. I moved gallantly through the week, albeit with moments of exhaustion, with equal doses of sheer determination and pure adrenalin. I have attended eight events, with some more to come, the last of which was Discovery Runway. I love the established designers, and I truly feel that nobody could love designer clothing and our amazing home grown designers more than I do. (I mean, really, who writes about this subject more than I do!) However, anyone that knows me well will know that the support and nurturing of emerging designers and their creative teams is where my true passion lies.

Anyway, back to VAMFF. Tonights Discovery Runway was a selection of eight Melbourne emerging designers who were invited to showcase their collections in the foyer of the Melbourne Museum, the new home of VAMFF. Four of tonight’s emerging designers have recently been showcased by Label Ministry as a vehicle of support and an offering of virtual love!

ASSK, Article. by Courtney Holm, Amxander & Lois Hazel stood out for me tonight, of course, as I have been pouring over their interviews and collections for weeks now.  Not only that, I have developed a rapport with these designers and have read with interest and affection their perspective on the world we live in, and their representation of it through the creation of their fashion labels. It is always an honour for me to interview these designers, as for the most part, they are grateful, respectful, and genuinely humble in their quest for support. They speak with honesty and transparency about the struggles of being an emerging fashion designer, where larger egos, and unsympathetic ears are often the mainstay of their business interactions. They share their hopes and dreams, the stories of their educational journeys, and how they aspire to design in the same vein and success as their industry icons.

I hope my voice, both in the literal sense of the word and in the form of my editorials brings them the kind of support which is so desperately needed for their guaranteed success. It is extremely heartening to me to hear of their gratitude, and be on the receiving end of their heartfelt thanks.

The love of their trade, their genuine concern for the future of our planet, and their continued efforts to shape a world in which we can all co-exist touches something deep inside me. Draping ourselves in beautiful fabrics, and accessorising ourselves in ethical and sustainable product because of the efforts these young people is something I feel immensely proud to be part of.

I hope that my work becomes their very own public relations voice.

One that is loud. One that is heard. One that makes the difference.

To everyone who participated in the Discovery Runway tonight.

All Hail …

I had the pleasure of interviewing some of them …

ASSK

 

Autumn/Winter 2015 Campaign. Asian girl sitting in an ASSK sweater with black and white textured wall behind.

Photographer | Elliott Lauren | MUA/Hair | Holly Rose Butler | Models | Chadwicks

 

ASSK is an anagram of the designers initials. Sarah Schofield and Agatha Kowalewski. The girls have been living in Paris working in the fashion industry for a few years. Sarah was working at Louis Vuitton, and Agatha was working as a stylist when they started ASSK in 2013. Their business and studio are based there and they have press offices in Paris and in NY.

Both girls are originally from Australia, and Melbourne especially has remained really important to ASSK.

They sell through Distal Phalanx in Melbourne, and have a really strong base there.

Their label has been heavily influenced by technology and internet culture.

The internet has always played a big part in the ASSK brand. Agatha and Sarah first connected on the internet and worked with Melbourne artist Oliver van der Lugt over the internet for two years before they met.

Their first four collections were sold via the internet over look books to people they didn’t know. In places they had never visited.

This interconnectivity through technology has been very important to them.

Label Ministry recently interviewed ASSK.

 

LOIS HAZEL

 

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

 

Lois Hazel graduated from RMIT’s Bachelor of Design in Fashion with first class honours in 2012. She then left Australia to work for the New York design house, Marchesa, and Iris van Herpen in Amsterdam. Lois returned to Australia, and her home town Melbourne in 2014. She launched her first capsule accessories range, and then her debut collection “Frayed” in 2015. She is passionate about ethical and sustainable practices, and hopes to bring positive change to the fashion industry by donating five percent of her profits to One Girl Australia.

She loves the fashion industry, but unfortunately feels that it does have its ‘fake’ moments. She says “only a small percentage of those involved really get the credit they deserve. I really want to make sure that in my practice people get the credit they deserve. I want to show my consumers not only where everything is made, but also that they can see it is a team effort”.

Label Ministry recently interviewed Lois Hazel.

 

AMXANDER

 

Model standing in front of a red wall dressed completely in black but wearing a donkey brown jacket with hoodie.

Amxander. Spring/Summer 2015

 

I have always been a fan of designers who tackle the menswear side of things. I feel that menswear is a part of the market, particularly in the emerging sector, which has been, and still is, under represented, at least by local designers. Talent like this, I haven’t seen for some time.  It’s wonderful to think that the dressing of the modern man is being catered for so beautifully. The main thing I love about this label is just simply it’s wearability. No fuss, manly, well tailored, nicely detailed, tasteful and well, I think pretty close to perfect.

It is a privilege for me to be able to write with such genuine enthusiasm about the talent of these young, upcoming, positive, talented, gracious, emerging designers. It is the red passion which fills my veins.

I just had to ask Mr Amxander himself, the questions that were burning a hole in my fashion week head.

Meet Amxander by Label Ministry.

 

ARTICLE. BY COURTNEY HOLM

Model standing in a area of earth moving soil in casual sports luxe attire.

Courtney graduated with First Class Honours from the University of Technology Sydney and her debut at L’Oréal Melbourne Fashion Festival in 2013 led her to re-locate to Melbourne. It’s not hard to see why I loved interviewing Courtney, a young, dynamic, talented designer, who seems to have boundless energy.  Not only is she putting a collection on the runway at VAMFF in a couple of days, she also got married a couple of weeks ago. And I thought I was busy!

She is described by NJAL (Not Just A Label) as “the designer and director of sports-luxe Australian menswear label”, and that her “label is distinct for its assimilation of pop-culture street styling, elemental sportswear and tailoring details”, which is “designed and hand produced in Melbourne, injecting a fresh equilibrium of functional, high-end fashion into a niche menswear market”. And, “her use of varied materials, such as polyurethane plastics, luxury knits, sportswear and hard-wearing materials with quality cottons, silks and wool give each piece inner softness with an overriding masculine exterior. The amalgamation of high fashion detailing with sportswear and street style makes a bold statement while the prevalence of functionality, style and fit ensure a wearable outcome for a discerning customer”. 

Article. by Courtney Holm. The interview by Label Ministry.

Until next time,

Jade xx

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Australian Fashion Industry, Fashion Designer, Interview, Melbourne Fashion Festival

Lois Hazel

March 10

 

With a philosophy grounded in a desire to create timeless pieces of quality, texture and intricacy, Lois Hazel, aims to bring honest pieces with a unique touch to her customers.

 

Model standing on Sorrento Beach in blue wide leg pants with a white top with shoe string straps with bare feet with the headland behind her.

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

 

Lois Hazel graduated from RMIT’s Bachelor of Design in Fashion with first class honours in 2012. She then left Australia to work for the New York design house, Marchesa, and Iris van Herpen in Amsterdam. Lois returned to Australia, and her home town Melbourne in 2014. She launched her first capsule accessories range, and then her debut collection “Frayed” in 2015. She is passionate about ethical and sustainable practices, and hopes to bring positive change to the fashion industry by donating five percent of her profits to One Girl Australia.

LM

How would you describe your label?

LH

Timeless, textural pieces with unique detailing.

LM

I believe you find inspiration in “subversive art”. What does this mean for your garments and your collection as a whole.

LH

I think for me it helps me build my collections around a concept. Starting with a  point of interest such as pleating, a certain texture or maybe even just a point of inspiration taken from the world around me.  I feel I am able to really push my boundaries as a designer and come up with something unique and original.

Model wearing Lois Hazel. Long maxi skirt, cream skirt with frill hem detail over the long skirt, blue sleeveless top with frill peplum and navy three quarter length jacket with wide lapel.

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

LM

Do you believe that fashion and art belong together on the runway?

LH

Definitely, I feel the runway gives designers a platform where they get to create a world.  To show their pieces in complete fullness and how they were envisioned. It gives us a way to draw our audiences in and let them see into our world.

LM

I believed you have worked with Marchesa, Iris Van Herpen, Marianne Kemp and ByBorre. Was there a common thread of inspiration that developed your fashion ethos?

LH

I wouldn’t say there was a common thread, but rather through each of these experiences I discovered more and more about who I am as a designer. Every single one of these designers and artists let me see how they worked. I was able to discover so many different techniques and systems. I found ways to do things and also found ways to do things that in theory shouldn’t be done.  From everything I learnt I was able to create a practice that worked well in and that I was proud of.

LM

Describe your time and experience at the Paris American Academy.

LH

My time in Paris was truly magical. It is such an incredible city and to be able to study there was amazing. I was able to learn from people who had worked for one of my idols, Madame Gres, and learned to appreciate what couture has brought us in fashion.

Relating back to the question about art and fashion, I feel my time in Paris really let me appreciate the art that has gone into and still goes into fashion.

I do believe fashion is a form of art, especially when you truly take the time to appreciate the aspects of design, construction and even the mathematics involved.

Model wearing Lois Hazel in a beach setting with honeycomb caves behind her in a loose fitting v neck top with matching skirt.

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

LM

What do you love about the Australia fashion industry?

LH

One thing I really admire is the community we have here. I am very lucky to be surrounded by such a creative community  where so many are willing to help and share ideas with each other. Helping each other out is extremely important.  Being invited to show at this years Virgin Australia Fashion Festival as part of the Discovery Runway indicates the support Victoria has for young designers.

LM

What do you feel we could do better?

LH

By bringing more production and manufacturing back to Australia. I would love to be able to contact industrial weavers from Coburg, or work with local milling companies.

I remember when I was living in Amsterdam I caught a train to the Tilburg Textile museum. I received the opportunity to learn how to weave my own fabric, and how to use knitting mills and other incredible machinery. During my time in New York I was blessed to learn about pleating, beading, fabric dyeing, as well as enjoying the broad choice of available fabrics.

LM

Do you feel that the Australian consumer could better support emerging designers?

LH

It’s always hard with new labels, as people don’t really know much about them.

Obviously I would love everyone to support emerging designers and buy our stuff straight away.

But I do understand it is essential to build trust and a good rapport with consumers.

In saying that though we are lucky to have individuals like yourself.

LM

Thanks Lois! Glad you appreciate my work!!! Very sweet! 

For everyone who would like to support emerging designers, follow Label Ministry!

Other people who support the emerging market are, The Fashion Journey, Broadsheet, and other publications who are helping us get our names out there.

 

Model standing on Sorrento Beach in blue wide leg pants with a blue top with peplum flare design with bare feet with the headland behind her.

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

LM

What does Melbourne mean for you?

LH

My Home. I really love Melbourne, it is a beautiful city and has a lot to offer. I feel very lucky to live here and have it as my base.

LM

Your designs have a freshness and an innocence to them. Have you deliberately designed your collection in this way?

LH

I wouldn’t say I have. For me I let my designs just happen. It’s always very free at the beginning and then once I have a concept in mind I just go with it and see where it ends up. I don’t have a set direction that I want to take my collections in but rather just see where they take me. Maybe that sense of natural wondering brings this innocence and freshness about.

They slowly evolve out of a random thought, an image, a beautiful textile or a moment of clarity.

LM

Where do you source your fabrics?

LH

I mainly source my fabrics from a New Zealand company called Wall Fabrics who have an office in Melbourne.  I was also lucky to find an incredible fabric store in Bali last year. It was there that I found a lot of the silks seen in “LINEAR”.  I hope one day to go back and find some more of these beauties! One day I hope to be able to create my own textiles working alongside world renowned weavers.

 

Model wearing Lois Hazel in a beach setting with honeycomb caves behind her in a loose fitting v neck dress with frill hemline.

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

LM

What is your opinion on ethical and sustainable fashion?

LH

I think it is extremely important, and I am happy that it has become an important topic for discussion. As a designer I have a responsibility to look after all my contacts. Fashion is such a powerful and influential industry. If any of us were to disregard the impact it has on us environmentally and socially we would bring much harm to the world around us.

Ethical and sustainable fashion practices are a necessary discussion for both individuals within the industry and consumers.

LM

Where are you garments made?

LH

I am proud to say that all Lois Hazel garments are made here in Melbourne. I am lucky to work with a variety of different companies as well as have the time to produce a number of styles in house here in Fitzroy.

LM

Who is the Lois Hazel women?

LH

I like to see her as fun, and wanting to invest in her wardrobe. She is aware of the world around her, and takes interest in the effect her choices have.

Model at Sorrento beach standing barefoot on the sand wearing a Lois Hazel cream skirt and cream top with shoe string straps.

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

LM

What defines the Lois Hazel label?

LH

I would say a desire to create timeless pieces with unique detailing that were developed and produced in a sustainable and ethical manner.

LM

Do you believe that Australian women dress well?

LH

I do, and I love how here in Melbourne you see so many different styles.

LM

If you could bring about any particular changes within the Australian fashion industry, what would they be?

LH

Bring more production back to Australia. Not only in manufacturing but also in fabric production, dyeing, and weaving.

We have so much potential, talent and live in such a unique land.

The back view of model standing on Sorrento Beach in blue wide leg pants with a white top with shoe string straps with bare feet with the headland behind her.

Model | Sarah Baxter | Photographer | Kim Mennen | HMUA | Emma Gillett

LM

What is your view of fashion collaborations?

LH

I think they are great! There are so many people out there with different views and talent! Being able to work together really allows for things to mature and evolve.

LM

What do you see as the future of the Australia fashion industry?

LH

I see consumers becoming proud to wear Australian made goods!

I also hope to see the recognition of more of our talent around the world.

We are lucky to have individuals like Ellery, Zimmerman and Maticevski paving the way.

LM

Who are your favourite international designers and why?

LH

I wouldn’t say I have a solid favourite, but I admire the works of a number of different designers. I love the couture collections from fashion houses such as Dior, Chanel and Valentino. Their work is inspirational.

LM

Do you see yourself as expanding to overseas markets?

LH

I do, and I hope that this year I’ll be able to start the journey.

Studio shot of the back view of model Dijok Mai standing in a black Lois Hazel jacket.

Photographer | Anthony Tosello | Stylist | Julia Sarteschi | HMUA | Brooke Pearson | Creative Direction | Violette Snow

LM

Do you think raising the awareness of the Australian consumer would help to ease the difficulties of being an emerging designer?

LH

Definitely. Consumers are what really run this industry. Their support of emerging designers would go a long way to helping us achieve more faster and easing the pressure we feel in the early years.

LM

If you could suggest ways to support emerging designers as a whole, what would they be?

LH

I think making the time to go to events like the Discovery Runway or keeping an eye out in the Fashion Journal for us, and any blogs that focus on introducing emerging designers to the public.

LM

Yes! Yes! and Yes!  Bring it on!

LM

What is your view of social media. Do you see it as mostly positive?

LH

I think it is great! Especially Instagram which has already brought me so many great opportunities and linked me up with a variety of different people.

As a emerging designer my budget is limited for marketing, so having a platform like Twitter, Instagram and Facebook is wonderful.

 

Studio shot of model Dijok Mai sitting on a white stool modelling Lois Hazel, wearing blue wide pant and white top with shoe string straps, flat white sandals with black elastic detail.

Photographer | Anthony Tosello | Stylist | Julia Sarteschi | HMUA | Brooke Pearson | Creative Direction | Violette Snow

LM

What is your opinion of people who describe the fashion industry as fake?

LH

I love the fashion industry, but unfortunately it does have its ‘fake’ moments. Only a small percentage of those involved really get the credit they deserve. I really want to make sure that in my practice people get the credit they deserve. I want to show my consumers not only where everything is made, but also that they can see it is a team effort.

LM

How do you feel about fast fashion, and the impact it has on a label such as yours?

LH

My hope for fast fashion is to see it become more sustainable and ethical.

Obviously it does make it harder for me when something can be offered at a more affordable price, but I feel as an emerging designer I have the opportunity to do things differently and create a uniquely diversified product.

LM

So my lovelies, the next time you’re thinking of buying something, check out Lois Hazel.

Accreditations:

Photographers | Anthony Tosello | Kim Mennen | Kristy Milliken

Stylist | Julia Sarteschi

HMUA | Brooke Pearson | Emma Gillett

Creative Direction | Violette Snow

Models | Dijok H. Mai | Sarah Baxter | Georgia Asapwell | Madeleine Rose Tudor

Other:

Hessian Magazine

Folk Collective

One Girl Australia

Iris Van Herpen

ByBorre

Broadsheet

Until next time,

Jade xx

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Australian Fashion Industry, Interview, Melbourne Fashion Festival, Men

Article. by Courtney Holm

March 9
Model standing in a area of earth moving soil in casual sports luxe attire.

I have been talking recently about the rising talent of some emerging menswear designers in Australia.  They are the new breed of emerging talent, and I feel the shift of greatness realigning our current industry. At least as we know it. It feels like I have stepped on a veritable goldmine of dynamic, enthusiastic, talented, passionate and downright savvy artists who have decided that the business of dressing men, needs … well, addressing.

Quite literally.

And how lucky are we that they seem to sitting right in our backyard.

Downunder.

Melbourne actually.

Ready for the upcoming fashion festival in Melbourne, VAMFF.

The spotlight for this article, is Courtney Holm. The name behind the label known quite simply as Article.bch.

Courtney graduated with First Class Honours from the University of Technology Sydney and her debut at L’Oréal Melbourne Fashion Festival in 2013 led her to re-locate to Melbourne. It’s not hard to see why I loved interviewing Courtney, a young, dynamic, talented designer, who seems to have boundless energy.  Not only is she putting a collection on the runway at VAMFF in a couple of days, she also got married a couple of weeks ago. And I thought I was busy!

She is described by NJAL (Not Just A Label) as “the designer and director of sports-luxe Australian menswear label”, and that her “label is distinct for its assimilation of pop-culture street styling, elemental sportswear and tailoring details”, which is “designed and hand produced in Melbourne, injecting a fresh equilibrium of functional, high-end fashion into a niche menswear market”. And, “her use of varied materials, such as polyurethane plastics, luxury knits, sportswear and hard-wearing materials with quality cottons, silks and wool give each piece inner softness with an overriding masculine exterior. The amalgamation of high fashion detailing with sportswear and street style makes a bold statement while the prevalence of functionality, style and fit ensure a wearable outcome for a discerning customer”. 

Perhaps I should start this piece by sharing what I thought was a wonderful piece of her wisdom.

 

Support other brands by being a nice human and treating your fellow colleagues with respect, share contacts with them and collaborate.

 

I firmly believe in supporting local industries. As long as we have a Melbourne manufacturing industry and I am a part of the Melbourne community, I will support it.

 

LM

Firstly, I LOVE your menswear label. What inspired you to design for men?

ABCH

Thanks Jade. I started the menswear journey at university. I was studying fashion design at UTS which is primarily targeted at teaching womenswear design. In my third year we did a menswear subject and everything kind of fell into place. I’d been struggling to find any satisfaction in womenswear design, but as soon as I began designing clothing for men, it felt right. I decided to major in menswear in my honours year. From there, I just knew that was what I was good at and I wanted to pursue it. I started my label a few years later after working with some amazing designers such as Romance Was Born and Strateas Carlucci.

LM

Why sports-luxe, and what is the finer definition of this term in your view?

ABCH

I have been championing this style since before I graduated but for Article. by Courtney Holm, sport-luxe is not just a catchy phrase. It’s a timeless way of styling and designing. I design high-end fashion, but it is heavily influenced by the things in my world. One of those things is health and fitness and a love for the comforts and technicality of sportswear, such as technical fibres, compression panelling, elasticated waistbands, pullovers and drawstrings. I weave these things into high fashion garments to make them the ultimate wearable goods. To me, this term means a sense of quality and durability.

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

Article. by Courtney Holm

LM

I believe the production of your garments is in Melbourne … has that been challenging for you to maintain?

ABCH

Yes, all my goods, apart from a t-shirt which is manufactured in Sydney, is produced in Melbourne. It is definitely a challenge, especially for keeping costs down. That is the hardest thing. I firmly believe in supporting local industries. As long as we have a Melbourne manufacturing industry and I am a part of the Melbourne community, I will support it. I feel sad that so many industries are seeing manufacturing go offshore, fashion included. I believe that soon there will be a return to local manufacturing and buying, but if we lose all our skills here in the meantime, it won’t be good news for our fashion labels in the future. 

LM

What do you see as the main challenges for an emerging designer in Australia?

ABCH

The main challenges I have faced are finding the right stockists for my niche non-traditional menswear market. Also, Australia has so many amazing designers, but often they are forced to go overseas and prove themselves offshore before they are fully embraced by our country. I find this annoying if anything. It’s also a challenge when starting a fashion business if you don’t have a lot of capital upfront, you have to wear so many hats for a long time until the business is profitable. 

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

LM

Do you believe that the Australian fashion industry as a whole is supportive of emerging designers?

ABCH

I believe that in Melbourne there is more support for emerging designers than in other cities in Australia. I have lived in both Brisbane and Sydney, but the support in the Melbourne community has been outstanding in comparison. I still think we have such a long way to go if we compare ourselves to what other countries do to support their emerging designers, including fashion business specific grants, championing local manufacturing, industry contacts and mentoring. Fashion is a massive industry with huge potential in Australia, but often fashion businesses are not treated with the same respect.

LM

If you could change three things about the support structure of our current industry, what would they be?

ABCH

  • More pathways to funding/investors for fashion businesses
  • More support from Australian media/PR agencies for emerging designers
  • Initiatives that reward and champion local manufacturing. Reinvent “Made in Australia”. This should be something to be proud of.

LM

Do you think it is more difficult to design for men than women?

ABCH

No. I find designing for men much more satisfactory and it comes more naturally to me.

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

LM

Is the market of male consumers easier to please on the whole, or do you think it is more challenging than the womenswear market?

ABCH

I think it is more challenging in Australia, as men dress much more conservatively. What you see is really either formal/corporate or casual street/surf wear. It’s a small market of men who are truly “fashionable” in this country, however it is growing! Overseas the market is larger, but the competition is greater. 

LM

What is your view of the importance of showing your collections on the runway?

ABCH

I think it is so important to show the world that Article. by Courtney Holm is not going anywhere.

We are here to stay, and are a reputable brand who intends to grow! I think it’s important to keep being involved in runway shows as at this stage, it’s the best way to get your collection “out there” and I am using this runway to launch my latest collection which I am so excited to reveal on Thursday!

LM

I understand you use a lot of technical fabrics. Could you please explain what this actually means and how these are fabrics produced?

ABCH

Technical fabrics utilise modern technology to create a fabric that is somehow enhanced or gives a greater performance than a woven or knitted natural fibre in the traditional sense is able to. I use coated waterproof fabrics and zippers, super lightweight membranes that weigh just over half an once per metre, ripstop fabrics that don’t tear under duress and compression fabrics that improve circulation. Mostly these fabrics are produced with technical yarns woven into the fabrics. Some are coated. Nanotechnology has allowed man-made fibres to be modified beyond what used to be perceived as cheap polyesters and the like. Now these materials are highly technical in their molecular makeup and refined for specific performance use in mind. It’s quite fascinating, especially when you start to mix these with natural fibres. 

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

LM

What are the benefits of creating these fabrics?

ABCH

It’s the future!

Imagine a lightweight fabric that is as strong as armour? Or a material that releases smells, sounds or temperature changes? Imagine clothes that can change colour on their own to reflect your mood? The technology is already here, it’s just a matter or time before they are readily integrated into our clothing. Some things will be incredibly useful and powerful, other things will be purely for aesthetic and fun. The materials I use in my collections are just scratching the surface of what is possible. 

LM

Who would you describe as the Article. by Courtney Holm man?

ABCH

He’s a guy who loves to dress for himself. He doesn’t mind colour, cool fabrics or standing out. He is a creative and a thinker, he is into fitness, health and technology. However, ultimately he wants the clothes to feel amazing on his skin and last for a lifetime of use. 

LM

How do you believe the menswear market differs in Australia to international markets?

ABCH

I mentioned earlier that the Australian market is more conservative, I think there are a greater number of guys overseas dressing to stand out and to make their own statement. I think in Australia, these statements are made by wearing socks with suit pants, or having one unique accessory. We are much more conservative and slower on the uptake of trends. It’s gradually changing and I do see more guys dressing with some interesting ideas especially as new menswear labels pop up and gain momentum here. 

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

LM

Do you see yourself growing and expanding to other markets and if so, where?

ABCH

Yes, my hit list is Korea, Hong Kong, Japan and London.

LM

What is your view generally about ethical and sustainable fashion?

ABCH

I believe every fashion business has to make a choice about whether they will go for the cheapest option, or the more sustainable and ethical option. Sometimes these two things align, but often they don’t. Everyday choices towards wastage, how you treat people in and outside of your business and research about where your products come from and the people involved are what make you sustainable and ethical.

You can’t claim ignorance in our current climate, it’s just not good enough. We have all the resources at our fingertips, and it takes a lot of work and time to investigate the various options we have in sourcing, manufacturing and delivery but I believe that it’s essential to ensure our future. 

LM

Where does the inspiration for the designs on your fabrics come from?

ABCH

Various things that take my interest. Body parts, photos I have taken of my drape work, sketches and more. Usually it’s a very literal thing that I will manipulate over and over until I get an abstract result that I am visually excited by.

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

LM

Please tell me more about your love of pop culture, street styling, and elemental sportswear?

ABCH

I love sportswear, I am also a pilates instructor and personal trainer, so active clothing elements are always are part of my designs. I love styling. I have quite a knack for it and feel I can take the garments apart and reconstruct them in many different ways to achieve various looks. The street look is what I am aiming to promote through the label. Pop-culture icons have inspired me as I love the way an individual can champion a look and the two can become almost inseparable. 

LM

You describe your garments as ethical. What does this entail across the entire process of production?

ABCH

  • Minimise wastage in development and cutting. 
  • Engaging manufacturers that are legal, treat their workers fairly and don’t outsource without your knowledge – this is much easier to do if you live in the same country you manufacture in!
  • Treat your employees well and fairly, this includes your sub-contractors and your interns.
  • Don’t claim ignorance. It’s really hard to know where everything comes from, especially fabrics. Keep searching and investigating all that goes into your brand and make everyday improvements.

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

LM

Do you love what you do?

ABCH

Yes.

LM

What advice would you give to emerging designers? I recently read an article which claimed fashion design is a ‘false dream’. What do you think?

ABCH

It’s hard to say without reading the article personally. Fashion can seem glamorous and all, but it’s really a hard slog. I think people realise that the hard way a lot of the time. If you go to a good university, they should prepare you for that. In saying that, don’t let anyone tell you that you can’t do something or that it will never work. They might be right, but they might be wrong. Take all the feedback with a pinch of salt, and think critically of your own work. 

Model standing in an urban setting under a bridge dressed in the sports-luxe wear and technical fabric inspired by pop and internet culture, and elemental street styling.

LM

What do you envisage for the future of the Australian fashion industry?

ABCH

I envisage a return to local manufacturing and the revitalisation of our industry.

I’d love to see (or create) a hub for fashion designers to develop, grow and emerge into the world from the design studio space. A space which offered manufacturing, printing, knitting and dyeing capabilities and a place where designers are truly supported by the local government and media. 

LM

Where would you like to see yourself in five years from now?

ABCH

Running a financially lucrative business that is able to continue to pioneer new styles in menswear around the world while also supporting the local industry. Creating new jobs and helping to develop other emerging designers. 

LM

What are you most looking forward to in the showing of your collection at VAMFF?

ABCH

Hanging out with all the other amazing designers, seeing my clothes come down the catwalk for the first time and launching what will be our biggest year and collection yet!

LM

Go Courtney! Label Ministry will be there cheering you on! Check out Article. bch!

Accreditations:

Design & Styling| Courtney Holm | Facebook | Twitter| Instagram

Photography | Brooke Holm | Facebook | Instagram

Creative Direction | Graphic Design: Instagram 

HMUA | Chantal Lee |  Chantal Lee

Model | Tom Brennan | Instagram 

Pop Video Accreditations:

Design & Styling | Courtney Holm  

Shot, Cut & Directed by |  Noel Smyth 

Music | Marcus Hollands | Instagram

Talent | James Kremers (Scene) | Instagram

Hair and Makeup | Martell Hunt

Until next time,

Jade xx

website_logo3.5

 

Australian Fashion Industry, Interview, Melbourne Fashion Festival, Men, VAMFF

Amxander The Great

March 3
Model standing in front of a red wall dressed completely in black but wearing a donkey brown jacket with hoodie.

In my opinion, Amxander is headed for the big time. The world at large awaits their obvious talent and next week, Melbourne, is their fashion oyster!

 

It is ramping up to that time of year again.

Melbourne. VAMFF. The fashion festival that spreads as far and wide as the city of Melbourne itself.  The excitement is palpable and why wouldn’t it be?  With so many designers descending upon Melbourne to show their collections on the runway, and many of whom, call Melbourne home.

I am particularly excited this year as I have always been a fan of designers who tackle the menswear side of things. I feel that menswear is a part of the market, particularly in the emerging sector, which historically and currently is significantly under represented, at least by local designers.

This year however, I am thrilled to say I will be watching with great anticipation as Jason Pang’s label, Amxander shows off! And show off they will.

Talent like this, I haven’t seen for some time.  It’s wonderful to think that the dressing of the modern man is being catered for so beautifully, with the likes of ASSK, Article. by Courtney Holm, and of course the highlight of this article, Amxander. The main thing I love about this label is just simply it’s wearability. No fuss, manly, well tailored, nicely detailed, tasteful and well, I think pretty close to perfect.

It is a privilege for me to be able to write with such genuine enthusiasm about the talent of these young, upcoming, positive, talented, gracious, emerging designers. It is the red passion which fills my veins.

I just had to ask Mr Amxander himself, the questions that were burning a hole in my fashion week head before I wear myself out with my own excitement over the coming week in Melbourne …

 

Male model standing in front of a blue wall in white t but with colourful blue tones jacket and two fluorescent tubes being held by hands and arms on either side of him.

LM

I absolutely love your label. It has been a long time since I have seen such innovative, interesting, and most importantly wearable men’s fashion in Australia. Who is behind the AMXANDER label?

AMX

The label AMXANDER was formed from the ideas and experiences of a few close friends.

We all come from various design and design-related marketing backgrounds. Our business manager, Jake Chen, Art Director, Edmond Chua, and myself, Creative Director.

All of us joined together with the goal to bring a new light to the menswear market, which we found to be especially under-represented/under-developed in Australia.

LM

You describe your label as ‘print focused’ design? Would you regard this the same as sublimation garments?

AMX

The idea of print should not be constricted to only being sublimations or digital applications. By print we mean creating a motif – a symbol. It may be through different textile applications, for example knitting, embossing, or embroidery. There are various ways to ‘create print’. This is the core idea behind our label and we try to think of new ways to communicate our symbols in new and innovative ways each season.

LM

You have been described by NJAL (Not Just A Label) as ‘Black Sheep’ … ‘designers revolutionizing the industry and forging their own paths’. How do you see yourselves?

AMX

It truly is an honour for us as a young label to be given such credit. I see us as a small team of hardworking individuals who have a clear vision of what our take on a menswear brand should be. I am glad that we are still able to have that vision and keep our minds focused – relieving ourselves of the fads that revolves around this industry. We try to keep ourselves on the right track.

 

LM

How would you describe the AMXANDER man? Who specifically is your demographic?

AMX

The AMXANDER guy is someone who understands and appreciates fashion in an understated manner; someone who would like to stand out from the crowd and exert their individuality from time to time, but also be cautious of not going overboard.

LM

Do you intend to take your label overseas?

AMX

Taking the label overseas has always been an initial plan of ours. So far we have showcased in New York, London, Paris and also have a wider presence in Asia.

Model standing in front of a red wall dressed completely in black but wearing a donkey brown jacket with hoodie.

LM

I particularly love your collection ‘Forage’, but I love the others too! How do achieve making each collection look so distinct?

AMX

Our main idea revolves around the fact that the menswear market doesn’t shift around trends as much as womenswear – as such, our collections are based on a ‘theme’ rather than being a seasonal inclusion.

You’ll notice that our collections all feature classic menswear silhouettes (the tee-shirt, sweatshirt, etc.) and each collection uses prints, textiles and other techniques to bring forth the theme that the collection is named after.

Each theme that we explore revolves around existing masculinity ‘myths’ and symbolism. For example, our first collection, Shatter, revolved around the primal man, contrasted against the digital revolution, and our second collection, Hounds, revolved around the classic hounds tooth motif – traditionally a symbol of wealth in the late 1800s.

LM

Please define the term ‘Capsule Collection’

AMX

‘Capsule Collection’ to me is a sufficient sized range that a label puts together that represents a clear theme/concept.

It is also an appetizer for the core concept behind the brand and what it has to offer.

As you can see from our website, we’re currently offering our 5th collection’s capsule to communicate the core ideologies behind the collection via simple garments.

Model standing in front of a red wall dressed in a white t and facing the camera looking through clear perspex and a frame of white paint.

LM

Where do you find the themes/names for each collection?

AMX

As with all ideas, these themes come from curiosity. We throw these ideas around, and sometimes we hit an idea that just resonates well for each of us.

LM

I believe you worked for Mary Katrantzou in London. Wow! What did you love most about this experience?

AMX

She has always been an inspiration to me since my days in university. The best part was actually getting exposed to the fashion industry at an international level.

Hectic schedules, business meetings, fabrics you can only dream of creating, top models, London Fashion Week backstage – these are only a few a many things that I got to be a part of and I remember it all very fondly.

Model standing in front of a red wall kicking a virtual white ball above his knees.

LM

You say you wanted ‘to bring a breath of fresh air to the Australian menswear market’. I believe you have. How did you formulate your plan to bring this into being?

AMX

We have noticed that there has been a drastic shift in the once static high-end market that resulted in contemporary labels really making an impact on the fashion scene. What was especially interesting was that we found men wanted to escape the pencil pushing life, and express themselves as individuals. We wanted to create an avenue for this and thus created AMXANDER.

LM

Where and how do you look for inspiration?

AMX

I usually articulate ideas from what I experience every day. I am a very ‘visual’ person. Random things capture my attention in day to day life – whether it is a well dressed stranger or things that I see on the media. I am not one who is fixated about where I draw my inspirations from; it is something that is ever changing.

LM

How do you feel about the support levels within the Australian fashion industry?

AMX

It is gradually improving as more and more organizations realize the importance of their input in cultivating Australia’s next generation of fashion creatives.

Of course, it would be great to see large retailers take on emerging labels – it’s going to be a risk, but it could pay handsomely for the industry.

LM

Do you believe that there is more support for Australian emerging designers overseas? If so, why?

AMX

I must admit that there is a much bigger platform outside of Australia; the market for fashion is  just more responsive to interesting ideas. There is still a level of conservativeness here in Australia.

LM

Do you believe that the creation of a successful menswear label is more difficult than women’s wear?

AMX

Women generally spend more time and effort deciding and putting together what they wear. So my answer would be yes.

It almost takes double the effort selling clothing to men as apposed to women – that’s just how it is – for now.

Model standing in front of a grey wall in a grey jacket, patterned shirt and black pants.

LM

Do you believe that Australian men dress well?

AMX

I believe they actively care for their appearance but it can be quite monotonous – in a good way.

Most men seem to favor blue-collar dressing and/or what I call ‘slouch-chic’ (a combination of various loosely-cut garments, almost loungewear-like).

LM

If you could offer Australian men advice on how to dress better, what would that be?

AMX

I might be a bit biased on this one but I’d obviously hope to see more men willing to tackle a wider range of textiles and colours.

Most of my male friends tend to say that they feel comfortable in t-shirts and chinos/jeans.

This is where a subtle pop of color or small applied details could separate one from the crowd without going overboard.

LM

What is your opinion of the way Australians present themselves in general?

AMX

Australians are generally quite outspoken and can easily adapt to being in most foreign situations.

From experience, they definitely light up the room!

Model standing in front of a grey wall in a patterned jacket, black shorts and loafers.

LM

Your designs almost remind me of a media/visual arts graduate’s work. How have you taken your vision of patterns and transformed it to fabric?

AMX

We design as a team. Despite being in different areas of design, we all come from common arts backgrounds. (Sketching, Painting, Computer Aided Design etc.).  This is a form of language that we communicate with. Together we figure out ways of executing our work in 3D context.

LM

Where are your fabrics sourced?

AMX

It varies but most of the time it would be locally sourced in Australia or Asia.

LM

Where are your garments made?

AMX

Some garments are made in-house. Otherwise, we work closely with our pattern makers (who have over 40 years experience) in Hong Kong.

LM

Does the production of your garments require particular machinery?

AMX

It depends on the requirements of each season, but we do sometimes require particular machinery to create certain things outside of the basic industrial machinery.

Male model standing in front of a grey wall in black pants and a digital print long sleeved T.

LM

What are the ultimate dreams of your label?

AMX

For me, I hope that AMXANDER can be a pioneer in the Australian menswear fashion scene.

We hope to be able to showcase to the world that there is a lot of creative talent down under. That we deserve the spotlight once in a while.

LM

What is your view of the runway and do you believe it is an important vehicle for exposure?

AMX

I believe having put together a runway show is an important vehicle for exposure but it is not the ONLY way. Established labels invest a lot of time, money and effort into putting together runway presentations and this may not be a luxury that all upcoming designers can afford.

Today, even the biggest brands are testing non-conventional ways of presenting their line and most have been extremely successful.

LM

Do you believe that much of your exposure is achieved through social media?

AMX

Social media has definitely played an important for us growing as an independent label.

I believe it is the most direct and efficient way to interact with our customers and they seem to react to it well.

Male model standing in front of a grey wall in black shorts and a patterned T with short sleeves and a rust leaf motif on the front.

LM

How do you feel about the traditional roles of editorial?

AMX

Editorials have been an important segment for decades.

Traditional or non-traditional, the images we see on most blogs or fashion websites are in fact editorials. Whether it be a set of backstage photographs or snaps of a dolled-up model from someone’s iPhone, any images that have been stylised in one way or another is a form of editorial work – that’s how I see it.

LM

How do you select working with particular stylists and creative teams?

AMX

We surround ourselves with people whom we feel comfortable with and who respect us for being creative individuals.

LM

What are you most looking forward to in your involvement with VAMFF?

AMX

It is our first runway show with VAMFF and so far the pre-runway preparations have been very smooth.

We are definitely looking forward to meeting new people and get as much feedback as we can to further grow AMXANDER.

Until next time,

Jade xx

Label Ministry logo which is a picture of a stylised coathanger

 

 

 

Accreditations:

Model: Greg Han & Benjamin Charles |  Photography: Chen Chi  & Vikk Shayen | Stylist: Jake Chen |