“All my pretty ones? Did you say all? O hell-kite! All? What, all my pretty chickens and their dam at one fell swoop?”
– Shakespeare Hamlet
Photographer: Sanny Chong MUA: Bev Wood Model: Erin Hannah Production: Jacqui Brown for The Studio
LM
What is the philosophy behind your label?
OFS
To make clothes that are feminine and desirable.
We focus on wear-ability and tailoring, and aim to create garments that fall effortlessly around the body. We love Western Australia; its attitude, its culture and its landscapes. We just try to embody our beautiful lifestyle into a beautiful garment.
LM
What is the inspiration behind your label?
OFS
Shakespeare used the imagery of a hunting bird’s ‘fell swoop’ to indicate the ruthless and deadly attack by Macbeth’s agents. This old world and savage definition of the phrase, being rapid and fierce action, defines One Fell Swoop. Justifying our belief in the idea that beauty is often born from tragedy.
We were very engrossed in referencing the past in our early collections. We would be inspired by history, art and past eras. This has given us a foundation to develop our own handwriting, which has become the signature of One Fell Swoop. Our past is reflected in the simplicity and effortless style we embody today. Our practice is the same now as it has been from the start; every shape is created from draping on the form.
LM
What do you think of today’s street fashion?
OFS
We feel it has kind of lost direction. It lacks the subcultures that use to be so varied and committed. The subcultures that do exist seam to be washed out versions of themselves with no enthusiasm, making most things appear to look the same.
Photographer: Sanny Chong MUA: Bev Wood Model: Erin Hannah Production: Jacqui Brown for The Studio
LM
What is your advice to young women and the way they dress?
OFS
Less is More. “Simplicity is the ultimate sophistication” – Leonardo de Vinci
LM
What influence do you think social media has had on our current fashion industry and do you think it is a positive or negative influence?
OFS
We sit in two minds: On the positive side it’s incredibly exciting to be so constantly informed of what is happening globally. It allows a relatively small label in Perth the scope and platform to reach a global audience.
On the negative side, there has been a decline in the market’s attention span and the quest to learn or be informed seems to have taken a back seat for being fed information.
LM
What is your favourite social media platform?
OFS
Photographer: Sanny Chong MUA: Bev Wood Model: Erin Hannah Production: Jacqui Brown for The Studio
LM
Why do you think this country has so few men’s designers?
OFS
This is an issue that is really familiar to us, as Daniel was the menswear buyer for an international store in Perth. We have designed menswear in the past, but unfortunately the demand just doesn’t seem to be there. It is an area we would very much like to enter again.
LM
What do you think of the phenomenon of fast fashion and how has it affected you as a local designer?
OFS
We feel it has had varying implications on how people consume fashion. No one can deny the market has been saturated with cheap imitations of original designs. This in turn, has diminished the level of respect and importance given to designers who develop unique and original products. However, the rush to consume poorly made, mass-produced garments has also had a positive backlash. We feel there is a growing community of consumers who appreciate quality and originality and who are actively seeking to challenge the mass-produced moulds.
LM
When your designs are photographed how do you like to see them represented and on whom?
OFS
We believe in the true process of collaboration. We leave our product in the hands of the creatives shooting them. Our steps in the creative process are complete when we have created, designed and produced our garment. That is our voice in the process. Those who are artist in their field add their talents.
LM
Do you think our obsession with youth and only directing fashion to the very young has created a restricted playground for designers at large?
OFS
We don’t really believe that we as a label have an obsession with youth. We design for a very broad demographic of 20 – 60 years of age. We have numerous long-standing clients who have followed us from the beginning and grown with us. There are a couple of special clients who come to mind where both the daughter and mother wear our clothing, sharing and swapping.
Photographer: Sanny Chong MUA: Bev Wood Model: Erin Hannah Production: Jacqui Brown for The Studio
LM
What designers do you love in Australia? Overseas?
OFS
We respect and love all designers who are producing honest and original designs regardless of their aesthetic. It is kind of hard to name particular designers as its changes from season to season and with the context.
LM
How important is the role of a stylist to a fashion designer?
OFS
I think that very much depends on the designer and what the project is. There are times where we want to be hands-on with the production and styling of our campaigns and solo shows. Other times we want to collaborate to express something different and perhaps unexpected.
LM
How important is the runway exposure when offering a new collection?
OFS
A runway show elevates the collection, expanding it into a performance of ideas and expression. It is the perfect way to illustrate, in a heightened and somewhat surreal manner, the aesthetic that drives and is created by a new collection.
LM
It helps us immensely as our designs centre around movement and form; it gets them off the hanger and brings them to life.
Amen! Just as well Label Ministry is on that one too!
Check out their latest collection here.
Until next time,
Jade x
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