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Australian Designer, Australian Fashion Industry, Global Fashion Industry, Interview

Heavenly Scarves

August 16

Model sitting in a photographic shoot wearing an emerald green dress on a colourful green patterned modern chair, covered in green colourful scarves.

She is feminine, vulnerable, creative, and kind. Always confident and probably an environmental activist. Supremely human, flawed, constantly in flux, and always learning. A perfectionist of course, and highly passionate, but not fettered by the passing of time or conventional boundaries. Aspiring to soar and constantly on the search for inner and outer freedom, she has embarked on a life long journey to find creative fulfilment through which she can finally liberate her soul.

Linda Valentina Avramides

Model sitting for a photographic shoot for designer scarf label Valentina Avramides wrapped in a scarf and wearing a faux cream shaggy jacket.

One of the things that I love most about Australian fashion is the freedom of expression, inspiration and diversity that is ever-changing, ever-present and ever-evolving. One such brilliant example is Valentina Avramides, a wonderfully luxurious, colourful and contemporary scarf range. The collection exudes sophistication, class and finesse. I am not especially a scarf ‘donner’ but since discovering the superb quality and silky luxury, I am proud to announce that I am probably the newest convert. Scarves, especially silk, are incredibly versatile and they hide a multitude of sins, not to mention incredibly warm in cold weather. The designer, Linda Avramides, a Sydney graphic artist, has just launched her first collection. Her strict upbringing ensured that old Hollywood films took the place of her social life and early influencers were the glamorous and great iconic beauties, Ava, Grace, Audrey, Elizabeth, Natalie and Sophia, who engendered a love of photography, architecture and dance. About to unleash her creative masterpieces in London, Paris, Dubai and New York, the collection is available for pre-order now at Valentina Avramides … but you better get in fast girl because these babies won’t last for long!

Model sitting for a photographic shoot for designer scarf label Valentina Avramides in a red dress and high black shoes.

How was the Valentina Avramides label concept birthed?

I was inspired to do a show of my paintings in 2012, ‘Spirit Dance’; a series of illustrations depicting women in various stages of life and love. The paintings were multi media; collage, Japanese ink brush, vinyl paint, watercolour and pen on parchment. Deeply inspired by the fluidity and energy of dance, I knew it would transpose beautifully on silk showcasing the flow and sensuality inherent in its texture. This showing lead to the creation of my scarf collection where women can literally wear the specific dance of their own life’s journey.

You once mentioned that the inspiration for your label comes from outside of yourself. Please explain the relationship you have to your product?

This is true of creative processes for all people, however, I believe I am especially and consciously connected with my angels. When I began to paint, I had no clear vision; no real idea.

Just raw passion. An inspired, subconscious emotion. Almost a blind compulsion, which I felt the need to express and communicate visually.

At times, I would paint and rest and then I was asked to continue. It was almost trance like. I felt my hand was guided, a little like automatic writing. When the feeling of my trance subsided, I knew my image was completed.

Model sitting for a photographic shoot for designer scarf label Valentina Avramides wearing a black dress and scarf wrapped around her head.

Who is the Valentina Avramides woman?

She is feminine, vulnerable, creative, and kind. Always confident and probably an environmental activist. Supremely human, flawed, constantly in flux, and always learning. A perfectionist of course, and highly passionate, but not fettered by the passing of time or conventional boundaries. Aspiring to soar and constantly on the search for inner and outer freedom, she has embarked on a life long journey to find creative fulfilment through which she can finally liberate her soul.

How did you decide upon the chosen colour palette?

I am very well known for my monochromatic, and grey tonal wardrobe. I almost never wear colour or patterns. I believe strongly that colour heals. I intuitively choose colours to reflect a particular mood and soothe my aura. That is why I always adorn my tonal canvas with a bright flash of colour. A ring, a statement piece… a scarf.

In early 2012 I visited the retrospective Picasso exhibition at the Art Gallery of NSW, ‘Picasso: Masterpieces from the Musée National Picasso, Paris’. I was truly transported by the fluidity of line and extraordinary use of colour to convey narrative and emotion, as well as his ability to depict the female form in all its unique beauty. I was compelled and inspired to paint again.

Where do you see your product in years to come?

I see my scarves in huge demand in all the exclusive boutiques and stores throughout the world, bringing to light Australian design as leading edge and as current as any major fashion capital.

I also intend to expand my range incorporating silk evening coats, wraps, stoles and silk designer evening bags.

Model sitting for a photographic shoot for designer scarf label Valentina Avramides wearing a white contemporary jacket, white pants, lounging on a purple lounge.

What kind of retailers will stock your luxury scarf label?

High end, exclusive retailers throughout the world across the globe.

What designers are your heroes?

Christian Dior has inspired me in all its incarnations, from its inception to its latest collections. I would always opt for vintage Dior and Dior inspired creations.

You have always believed that your product is most suited to the overseas market. Why is that?

I find there is greater sophistication and emphasis on history and culture in Europe. I have strong family ties and friends scattered throughout the world. Culturally I align myself more with a European salon than the Australian outdoors and beach culture.

Model sitting for a photographic shoot for designer scarf label Valentina Avramides in a black dress and high black shoes.

Your range consists of three different sizes and two different styles? What inspired you to create the feminine tie, as well as the conventional square scarf style?

In my first collection, I found that the large square scarf was a shape that would best showcase the proportions of my paintings and artwork. I then expanded my collection with a smaller version of the square scarf to make it more versatile, later bringing in the tie scarf which is unisex and current.

I have always found my design inspiration in street-style as opposed to runway. My silk scarves are statement pieces that add an edge to any wardrobe and the ties can be worn as statement unisex jewellery.

Your scarves are made in Australia, with only the hand rolling of the square scarves being finished overseas. How important is Australian manufacturing to you?

I believe in supporting local industry and talent, in the same way that I wish to be encouraged and mentored by my peers. I worked closely with Think Positive (Digital Fabric Printers). A group of artists and technicians who strive to maintain high values, have uncompromising attention to detail, strict quality control and believe strongly in sustainability.

Model sitting for a photographic shoot for designer scarf label Valentina Avramides in an emerald green top with open shoulders and white trouser.

As an Australian artist I want to collaborate with like-minded, creative Australians. Australian design is leading edge and world class, and we must commit to our future by nurturing the amazing talent we have here.

What do you see as the current problems in the Australian fashion industry? Do you feel supported?

I feel that new designers need help to establish a business plan and general business advice. Too many designers start big, invest big and fail quickly.

I know we don’t like to focus on difficulty, but it does inspire other designers to know of your challenges when launching a label. What have yours been?

My biggest challenges have been to find locally made fabric, an almost impossible task, and competitively priced local hand finishers in order to produce a 100% Australian designed and manufactured product.

How important is it for you, to follow the dream of realising your own label?

I believe totally in my creativity and passion which is reflected in the Valentina Avramides label.

It is and will continue to be, my life’s work.

You see your label in London, Paris and New York … what retailers do you hope will stock your amazing collection?

Saks, Barneys, Macy’s, Nordstrom, Neiman Marcus, Harrods, Victoria Beckham, Galleries Lafayette in Paris, and Corso Como in Milan.

Model sitting for a photographic shoot for designer scarf label Valentina Avramides wearing a black dress with converse.

What advice would you give to someone who is starting their own label?

To carefully do your research, have a clear business plan, and engage professional advice.

How would you like Australian designers and creatives to be better supported?

I would like to see more open access to government grants and workshops for new emerging designers.

When can we look forward to another collection?

2018!

Model sitting for a photographic shoot for designer scarf label Valentina Avramides wearing a black strapless bra and covered in a scarf.

What Australian designers inspire you?

Zimmermann, Scanlan & Theodore, Constantina, Dion Lee

And international?

Giambattista Valli, Gucci, Prada, Christian Dior, Armani, Nina Ricci, Nicolas Ghesquiere, Balenciaga and Lanvin

How would you best describe the Australian aesthetic?

Colourful, outdoorsy, wild, unfettered and free.

Where do you see yourself in five years from now?

Designing my successful label and travelling between the major, global fashion capitals.

Meet Valentina Avramides on Instagram

Shop Valentina Avramides … pre-order now!

Model sitting for a photographic shoot for designer scarf label Valentina Avramides wearing a black open shoulder top, white pants on a bright yellow chair.

Accreditations

Designer | Linda Valentina Avramides

Photography | Karlstrom Creatives

Hair & MUA | Chris Chisato Arai

Stylist | Jade Cosgrove | Label Ministry

Production | Cartel Public Relations

Model | Kyra Charalambu

Until next time,

Jade xx

Australian Fashion Industry, Editorial, Photography, Styling

Karlstrom Creatives

November 8

Picture of a girl in black and white with large round sunglasses and long brown hair.

Karlstrom Creatives | Photography | Peter Karlstrom | Stylist | Leigh Karlstrom

The passion and love comes from creating something that is yours. We see what we do as a story and the characters just come to life.

Petter Karlstrom

One of my most favourite topics within the realm of Australian fashion is the creative team. We often take for granted the contribution that these teams make to the success of independent designers, important events, and the general gorgeous hype that our industry rocks. No other creative team is more deserving of this kudos which is the topic of my latest editorial.

Who are they? Karlstrom Creatives.

I absolutely love the work of Petter and Leigh Karlstrom.

They have reached, what I consider to be, the pinnacle of creative prowess.

Petter and Leigh Karlstrom are the dynamic duo. Quite literally. Petter is the photographer, Leigh the stylist.

I first discovered their work when I interviewed the amazing Chisato Chris Arai, another creative genius. Definitely one of Australia’s most coveted makeup artists. If you have not discovered Chris Arai yet, do yourself the pleasure of checking out her work. Just navigate through the menu to her article. Truly inspiring.

But back to the Karlstrom duo. Their work is fresh, inspiring, different, engaging, and pure creativity. It is the epitome of imagination and fantasy, and I love it!

I can’t sing the praises of these people enough. I know, I know. You think I say that about everyone I interview. Well I do try to sing everybody’s praises. That’s true. But it is never undeserved, as I am blessed to be granted interviews with the very coolest of people!

Every now and again, you come across people and talent that is truly special. And this article is about these human gemstones.

Petter told me, “the streets inspire us. Characters and spaces. I usually get an idea from being at a cool location and then the rest just comes naturally”.

Australian Fashion Industry, Editorial, Photography, Styling

Colouring In

April 6

If you put something together and it doesn’t look so good, the fashion police are not going to come take you away. And if they do, you might have some fun in jail.

Iris Apfel

The wonderful American Style Queen, Iris Apfel, commenting on how women combine the elements of good dressing …

well, after all, Iris should know …

Who better than Iris to show us all how to put the ultimate in fashion craziness together with some other garments which equals perfection?

Our current world is so homogenised in every way. And the way we dress has become a victim to it. Whatever happened to wearing crazy colours, either on their own, or together? I have styled many people over the years who have been afraid to wear colour. Want to add colour to your wardrobe? Here’s how.

Remember that colour does not have to be always worn near the face. It can be introduced into an outfit with colourful shoes or a handbag.

Wear colours that make you feel good and remember that as we age, hair colour and skin tone changes. Revise your colour choices often. Finding confidence in this ability is how we all secure a connection with our own confidence and creates our sense of wellbeing. Be prepared to take a “fresh look” at yourself and reassess how you can improve your image. If you’re not comfortable wearing colourful garments introduce colours through nail varnish, lipstick or your hair!

Model with blue hair standing in colourful skirt and top with high heeled white shoes for a campaign shoot.

Photography & Styling | Karlstrom Creatives

Colour does not have to take the form of block colour. Sometimes we look better in plain colours or colours that are infused within a pattern.

If you prefer to wear plain, block colours because you feel they suit you better, try introducing patterns and interesting prints through cute shoes and handbags. Another idea is the simple layering of colour underneath another block colour, such as white or black. I like to call it ‘colour referencing’.

Remember, all you are trying to achieve is a “joining of the dots” effect – a visual reference of design and colour, continuity and harmony.

Colourful tops, and even tops with a blend of more muted colours, can look great underneath plain understated jackets.

An outfit of block colours works a treat with a gorgeous pair of leopard print ballet flats and a stylish Gucci handbag! Things do not necessarily have to match but there does need to be a marriage of harmonious elements and colour tone. Tonally they work together and there is enough visual space between the two items to make the combination work. The natural balance of the outfit then becomes effortless and an understated elegance of good quality and taste becomes the highlighted theme.

All beautifully constructed outfits and exceptional dressing comes down to the combination of colour and texture, and the ability to achieve the all-important balance of proportion.

It is always a good idea to be generally aware of what is trending, not because your individual style depends on this, but because it allows you to have a choice of product in every season to add different elements of value to your wardrobe.

Picture of a girls face with clear round plastic sunglasses in a 1950's style showing the reflection of the surrounds in the lenses with bright red lipstick.

Photography & Styling | Karlstrom Creatives

If you wear black or grey, wear colour that compliments your main palette. Try to move outside of the normal combination. For instance, lime green and acid yellow are exceptionally beautiful with black. Gerbra pink is divine with charcoal.

If you are teaming these items with jeans or casual trousers, bring the reference of colour from the top of your body (ie. lime green top), down to the feet with gorgeous flats in a tonally appropriate colour, or paint your toe nails in a tonally balanced shade in open-toed heels.

Introduce visual depth and weight and experiment with colour, tone and texture.

Adhering to these general rules will mean that you achieve a lovely balance in your wardrobe that you will be pleased to visit every day!

Until next time,

Jade xx