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Aussie Fashion, Australian Fashion, Australian Fashion Industry

Unsocial Media

April 28
Jade Cosgrove for the launch of The Ageless Project May 2020

Well, here it is.

The article on social media I have been promising for years. You will notice that I have named it Unsocial Media, so at this junction you will glean an insight into my feelings on the subject. For those who know me professionally and personally you will know that this is a subject close to my heart and you will also be well versed in my opinion about social media and the destruction it causes in peoples lives, young and old. Those same people have been asking repeatedly when I was going to write this article which I have contemplated for a very long time.

For reasons unknown even to myself, apart from my own intuition, I have resisted until now.

It seems the time is now.

For the longest time, I have been watching, observing, discussing, and lamenting the some positives but largely negative impacts of the shiny, interactive platforms we call “social media”. It is a contentious subject at the very least, and one which creates very heated responses very quickly in any group you care to mention, but especially the fashion industry. For at least the last three years at Sydney Fashion Week, sadly cancelled this year, this discussion has been one that doesn’t get old. Most people I’ve spoken with have a love/hate relationship with it for a plethora of valid reasons.

In our current global situation, where social media is playing an even greater role in the lives of nearly everyone we know, it has become alarmingly apparent to me that platforms upon which the fashion world particularly focuses has reached the lowest ebb ever. You might ask which platforms I am referring to? Well, Instagram mostly and Facebook to a lesser degree as I think it is no longer patronised by the fashion world to the extent it once was.

I have seen a rapid decline in interesting content on Instagram and in my opinion it has just turned into a tart. A once interesting, varied, high quality content experience has now mutated into a highly inane and dissatisfying experience of scrolling, and subjection to copious amounts of people yelling at me through automated videos about subjects which hold no interest or connection to my account. Advertisements that I spend my life trying to lessen (when I can be bothered) answering Instagram’s questions about “why I don’t want to see this”. Followed by nauseating low level porn that I have grown so tired of seeing that my eyes glaze over at having to semi-accept the garbage being presented as “content”.

In the hope of not offending anyone, it is also rapidly turning into a vehicle of self promotion for many. Even in the current global circumstances, where most fashion people have literally gone from working jobs to not at all, I have witnessed quite a number of people continuing to self promote, instead of creating vehicles that collectively help the many in order to drive change and hope for all of our fashion futures.

I cannot be the only person who is so irritated by Instagram brands who have no real brick and mortar presence, and therefore no real “skin in the game’. Massive followings, important Instagram space, yes. Don’t we have to question the actual contribution to the industry? Is it not a question of ethics? We are now so vocal about the ethical responsibility of brands, the hows and the wheres of their production but yet we fail to discuss the ethical presence of those brands on social media and the impact they have on the real fashion and retail platforms.

Then of course, there is the subject of the “influencer” and the role they should be allowed to play within our fashion world. Both difficult subjects I know, and believe me,  I have been present in so many discussions around both these subjects. I know how contentious they are and have been in a few heated discussions of my own. I don’t say that there is no place for these things but I am a big fan of bringing elements to the fashion industry at large that serve the collective and not individuals. Our industry can no longer afford or sustain this selfish approach of self serving and self important behaviour.  Things are way too dire for that.  I believe our focus needs to be around contribution and what serves our collective interests and subsequent global recognition.

Rightly or wrongly, I have a very small Instagram following. I think the term for someone like me is a “micro-influencer” in the sense that my following genuinely follows my fashion work. Importantly, I don’t feel the need to have a large following, and as a dear friend and professional colleague of mine said, “keeping track of and controlling social media is a job in itself and if you are a solo business person it’s often hard to do this. You find yourself wasting time trying to work on your social media presence instead of working on your strengths within your business. I find that I have the potential to waste a lot of time trying to understand growing a business via social media, which can be frustrating when that is not your strength. It can also be hard to navigate the authenticity of accounts and products, as people tend to believe in products simply if they have a good account with lots of followers, which can be just smoke and mirrors”.

Perfectly described don’t you think? And no, she is not old like I am so it is not a generational difference.

To further this narrative, some years ago now, I well remember speaking to another in the fashion world; a beautiful, successful, young woman who described her feelings around social media like she was a cardboard cutout due to the isolation she felt due to the pressures put upon her by social media.  The expectations, the perfect lifestyle, and the constant perceived requirement to post content, several times each day, which would serve to impress or dare I say “trump”, her followers and friends. I am not suggesting that she fell into this trap, because, we all know it is a trap, right? I am only describing the sentiment of her words and the potential debilitating consequences and subsequent feelings of inadequacy and misery for those who do succumb to its powers. A very real problem in our current world wrapped up in our collective addiction to devices, low attention spans, and our unhealthy patterns of communicating through devices versus open communication.

She also commented that she struggled to come to terms with the level of comparison she felt in all aspects of her life because of her social media accounts. This ranged from her hair, body and beauty choices, her choice of boyfriend, her living quarters, her lifestyle, hobbies and diet. She explained that she felt this led to an inauthentic expression of herself and the resulting inability to live a life that was just her own. She felt the pressure to keep up with her friends and their illusory social media lives was at times, crushing, and perhaps even worse, that her most personal moments, those which she cherished alongside her greatest disappointments were exposed not only for everyone to see, but for all and sundry, many of whom were complete strangers, to comment on and gloat over. My heart melted when I heard her describe the effect social media had had on her young life. Simultaneously, I was extremely heartened to witness her realisation that her own common sense and innate sense of self prevailed as she declared she did not need social media to revel in her own authenticity and shine in her own beautiful essence.

I post to Instagram rarely now. Largely because I am genuinely busy and partly because I don’t want to bore people with content about nothing. I post when I feel I can motivate, inspire or uplift people who genuinely follow my work and whom I can help. In essence, I try only to share the love and the passion of the work I do in Australian Fashion.

My dear friend went on to say, “I have a love/hate relationship with social media. I don’t spend a lot of time on it because I recognise that it can put me in a negative state of mind. I enjoy it in small doses”. She went on to say, “on the other hand I don’t like the feeling that you may be missing out on some particular thing. Being able to look at so many different activities in one quick moment makes you feel you should be packing more into your day/life. It often confuses what your values are in relation to others.  For example, seeing a picture of a mother baking with their child all of a sudden makes you feel like you should be baking with your children, when this isn’t necessarily a passion of yours. 

It can create unnecessary anxiety in this way.

I don’t often feel jealous because I want people to have amazing lives and love people doing well and succeeding. This makes me feel happy, but social media sometimes makes me feel like I’m not doing/achieving what I should be”.

An older person I know, and a mother of three told me that all her kids are completely addicted to social media, particularly her teenage daughter. She said that she personally used social media as a tool, as she regarded it as beneficial and informative for shopping, trends, and news.

Hmmm. I don’t know what I think about that. Shopping? Well, maybe.

Trends? Does the world actually have trends anymore? I think we’ve moved past that.

News? Well, let’s not go there.

She did make the comment that in their (kids) head, social media was their link to the rest of the world and that it was an addiction. I liked her honesty.

My focus is really on whether social media is negative or positive and how it relates to the fashion world. So on we go.

There is something else that really worries me about the social media world and its particular relevance to the fashion world.

It is just me? … or are many young women and men starting to look like each other?

This insistent and consistent trend for the young ones to look the “same” is really disturbing.

Why and how have we created and consented to a world where individual differences are not celebrated? I am not talking about runways, only general audience here. Why have our levels of self esteem plummeted to the all-time-low of not being comfortable with ‘who we truly are’, and if this is truly the paradigm we are happy to accept, what depths of despair awaits us?

Is the older generation of fashionistas responsible for this and if so, did we not have a duty of care to mentor this younger generation of fashion followers? This tendency to over-do everything … fake tan, enhancing boobs, eyelashes, waistlines, and butts is not only ugly but completely unnatural not to mention the shellac! I don’t want to think for a nano second what the health implications might be down the track and don’t even start me on the eyebrows!!! You can hate me if you want, but I say, it is time to reclaim our natural beauty and encourage the young ones to do the same, in all our glory. We all possess beauty in one form or another, and the tendency to want to look like each other is an aspect which belongs to sheep not the human race.

My purpose in writing this article is not to bad mouth social media as part of me does recognise its benefits, although I do believe that many accounts are reducing to all time lows as every day passes. I do however see a lot of misery and sadness created by this illusory reality which takes us away from our blessed daily lives and the beautiful experience that living in every moment can provide. Whilst our heads are buried in our phones and our social media accounts, real opportunities and real life friendships are walking by. I encourage you to be led by your heart, and return to your true fashion souls. Be who you are and be proud of you. Be strong in your sense of self and by all means, beautify your magnificent self.  I don’t mean to put guidelines around what this might mean for you as individuals, for of course, that is not my place. I also love to beautify myself, and for all the people that love and know me … they will tell you … I am as vain as all Hell!

Ain’t nothin’ wrong with that!

In the heyday of my styling years, I used to tell the scores of women and men I styled, and occasionally even now when I fall back to that work, “look into that mirror and have the courage to see the beautiful soul that is looking back at you. Allow your tears to flow in the realisation of who you truly are, and adorn your magnificent self appropriately”.

It seems the pertinent moment in time to let all you beautiful fashion people know, that I have cried real tears for the state of the fashion world right now. I come however with a message of great hope and to let all of you know that all will be well.

Yes, our industry will change and perhaps the new fashion world will be unrecognisable to some. It is a change that has been coming for a very long time, and one that is timely and sadly, very necessary.

Our new fashion space will be refreshingly re-calibrated, and those people who were temporarily acting as place holders, but who never really cared, will fall away.

Those who remain will be the real deal ; The leaders ; Those who hold, and who always have, held the vision of what is to come and those who possess the ability to take it to new heights ; Those people will rebuild the amazingness of what has never been in question – the brilliance of Australian Fashion.

Be a vehicle of light everyone and hold your heads high. This too shall pass and when it does, the landscape of Australian Fashion will never look so bright …

Watch this space.

Until next time,

Jade xx

Label Ministry Logo

 

Australian Fashion Industry, Editorial, Global Fashion Industry

Meet Sophie

September 13
Sophie van den Bogaerde

It has been an extraordinary journey watching Label Ministry grow, and grow it has.

After the epic success and completion of the Jurassic World Fallen Kingdom Runway in collaboration with Universal Brand Development earlier this year it was time to introduce a young new face to the Label Ministry platform to weave an even greater complexity of magic.

I don’t know about you but I simply don’t believe in looking for things or people.  I believe that whatever and whomever you need to meet, and whatever is right for you, will find you.

My theory holds strong with regards to Sophie who will be contributing to Label Ministry and the next stage of iconic brand building. Label Ministry does not welcome fashion egos or fashion industry tantrums. We are driven by passion and the necessity for hard work to create important change.

Sophie Van Den Bogaerde grew up abroad which instilled in her an insatiable curiosity of all things creative. Completing a BA in Creative Writing and European studies her interests led her to the fashion industry about which she is passionate. Her childhood was filled with using her “lead pencil set very seriously”; carving out designs and entire looks for all manner of clothing on models. She says, “I have always had a fascination with the way people decorate themselves”.

I thought long and hard about that sentence.  It made me remember and reflect upon the very moment that I realised: I always have as well. 

It is, I think, the deeply resonant and unwavering knowledge that the way people dress is an art form all in itself and the unmistakable worldly material stamp of individualising ourselves.

When we realise that ones clothes are not only just the way they choose to cover themselves on a daily basis, we start to realise it often has a much deeper attachment to who they really are.

She continued to explain that her interest in fashion “comes from a delight in both the creation and the observation of personal expression, and that the fashion world hones in on the subconscious expression and statement we make everyday to the world”.

It feels to me at this point like my own words are being spoken …

Sophie will be a contributing editor and her new gig will start with covering some recent exciting fashion news after we both attended New Zealand Fashion Week at the end of August.

Sophie van den Bogaerde

Notably, the amazing swimwear label Heaven, sister label to the globally recognised Aqua Blu showed on the New Zealand platform; the first time ever that an Australian swimwear label has shown in New Zealand.

Led by Creative Director extraordinaire Kristian Chase and Heaven’s designer, Stephanie Cunningham the show was one of the highlights. The wonderfully colourful and superbly created collection always speaks for itself.

To add to the excitement, A SUUPEER exciting personality, no other than Imogen Anthony, walked the iconic show … and you can read all about that in the next article!

New Zealand fashion has always been one of my favourites to follow. Historically, they have consistently produced wonderful labels.  The likes of Trelise Cooper, Zambesi, Kate Sylvester and Karen Walker to mention but a few.

I asked Sophie some questions about her views regarding Australian fashion.

LM

As a young woman, what do you look for when scouring for labels to buy? Which are your favourite labels?

Sophie

I do like labels but for me it’s more about unique pieces.  Patterns and shapes draw me in by way of the energy of the fabric and textures. I look at the way it’s made and I look for detailing like contrast stitching which makes it different to the things I already have or that other people have.

LM

What are your views about ethical and sustainable practices? Do these aspects cause you to buy certain labels?

Sophie

Ethical production is important to me and I am concerned about sustainability. I’m glad about the movement but it doesn’t stop me from buying a label if I like it.  I do however like Afends – shirts and street wear for younger people, made out of recycled materials and hemp. I am also a fan of Windsor Smith, New Balance, One Teaspoon, Maurie & Eve, May The Label, Levis,.

I love Aussie labels but I gravitate to the UK aesthetic. I like brands but I am not a slave to them.  I like branded pieces to add to my eclectic mix.

LM

What is your opinion of on line shopping?

Sophie

I think it can be very disappointing and for me it is not the most immersive experience. 

Merchandising is essential. I tire easily when I am shopping so online shopping does feed my need for quietness, but it is not a salubrious experience and it encourages fast fashion which I am not a fan of. Also, more often than not it is poor quality product.

LM

What do you think of fast fashion?

Sophie

It is very easy to be drawn into but I try to stay away from it now.  Quite obviously it is targeted at teens and people who follow social media and who are clearly heavily affected by trends.

I simply don’t go in anymore as I know that I will end up not liking it after a very short period of time.

LM

What is your opinion of “influencers”? As a young woman, do you feel they add to the fashion industry at large?

Sophie

The concept of influencers is a complete puzzle to me simply because I am not really sure what they do. 

I don’t understand why we are influenced by them. It is different to me if the are a celebrity, a singer etc but popularity on Instagram for the sake of it?

No. For me, it is a waste of resources.

How can companies justify paying money … Why?

LM

What is your style and from what and from whom do you take inspiration?

Sophie

My style is ever-changing. I would like to think, funky. I like to live stylistically “around the edges”. Ripped, grunge, dark lipsticks. I love alternate patterns but I am not really alternative. I love turtlenecks and I take inspiration from the nineties.

When I was younger I looked for inspiration from Lana Del Rey, Cara Delevingne but now I am just solid in who I am.

LM

Have you ever thought that in our current world many young women strive to look the same? Why is this?

Sophie

Yes.

I believe it is because of Instagram and the way of our modern “influencing culture”.

It discourages individualism and the confidence to just be who you are for fear of lack of acceptance.

Sophie van den Bogaerde

LM

What is your opinion about cosmetic procedures on young women?

Sophie

I actually think it is really sad. Warped. Unfortunate.

LM

Are you a fan of social media? What do you see as the positives and the negatives?

Sophie

Yes, but not completely. I am not obsessed and dogmatic about it. Often, I question its validity and the strangeness of its influence.

I can see that some positivity could be the avenues to communicate new ideas, fashion styles and looks.

I do feel however that it is alienating and most certainly not based on reality.

Everyones likes really amount to nothing, and whilst this may have some benefit for businesses, individuals who rely on it to feed their self esteem is definitely problematic.

LM

Thank you Sophie.

And. A BIG welcome. Your specialness has found its fashion home.

Until next time,

Jade xx

Australian Fashion Industry, Editorial, Fashion Designer, Interview, MBFWA

Monster Alphabets

June 8
Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Every year at Mercedes Benz Fashion Week, which this year has just come to a close, I do a series of interviews about Australia’s emerging fashion designers.

An important part of my week, and perhaps my greatest passion, is to review. to meet, and to bolster, the amazing collections of these designers who are newly graduated or who are nursing their young, wonderful labels through the tender years of their fashion infancy.

This year was no different. A broad array of talented and passionate individuals  whose collections graced the Carriageworks runways at MBFWA 2016.

The life of an emerging designer is a tenuous one, fraught with complex decision making, all weighing on the scales of balance combining creativity and commercialism.  In a world of fast fashion, and the universal hub of fashion manufacturing China, it is no wonder that these designers feel unloved by us all at times, trying to carve out their niche in the small consumer base of Australian fashion lovers down under.

I do my absolute best to make people aware of how dire our industry will become if we continue to ignore the importance of supporting our own.  My thoughts are not revolutionary, but I am completely devoted to my local designers and their hopes and dreams. My wish is that you are too.

So, may I leave you with this thought?

The next time you walk into Zara, TopShop or H&M think about the young Australian designers, who have studied for years, working second jobs just to support their chosen careers.

They need us. All of Us.  Me. And. You. To buy their product.

Their emerging labels need to find a permanent lodging in our heads, as the “Go To” for our next potential fashion fix. That is. If we still value the Australian fashion industry, which I am sure you do!

Meet Sarah Watanabe, the name behind Monster Alphabets, yet another of Perth’s fashion  talents …

For an independent label like Monster Alphabets, we try put an emphasis on slow fashion and an ethical way of producing.  This means that we do not produce big quantities or a large number of styles.  We want our customers to value our clothes and treat them as investment pieces.  Social media speeds up the process and everyone wants new images of new products on a daily basis.  This is not sustainable and works against small labels.

 

Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Model | Alana | IMG |Photography | Shuwen Yu | Sydney MBFWA 2016

LM

I believe that you and your sister started “Monster Alphabets”. How did this eventuate?

MA

I was in between jobs in the latter half of 2011 and I saw a gap in the market for black clothes that expressed a unique twist with modern design.

As the label grew I dragged my sister Kacey into the business. She assists on the business side of the label.  She does the bookkeeping and basically makes sure I don’t do anything stupid.

LM

I love the name. Where did the inspiration for the name come from?

MA

Kacey briefly studied art at St Martins College in London. One of the projects she produced was called Monster Alphabets.

It was the study of implementing different characteristics and personality to each letter of the alphabet.  I liked the curious concept of the name and decided to steal it.

LM

What is the philosophy behind your label?

MA

Jenga. Design is like playing a game of Jenga.  How many elements can you eliminate before it crumbles. Less IS sometimes more.

LM

You talk about the “Japanese Design Pysche”. Could you please explain this further?

MA

It’s the subtleness in the detail. The alternate expression of beauty while not exposing too much skin.

LM

What is the inspiration behind your label? As an architecture student, does this influence your garments and collections strongly?

MA

I actually graduated from my architecture degree and worked full time before switching to fashion.

The design principles that I learned during my architecture days are the same minimalistic approaches and ethos that I now apply to my designs.

Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Model | Anna | Photography | United Images | Sydney MBFWA 2016

LM

As an emerging label, how difficult has it been for you to secure a position within other markets, such as the US?

MA

I’ve only been active in Australia so I am not an international label yet but hopefully one day!

LM

Who are the people from whom you take inspiration and most admire within your industry?

MA

Diana Vreeland … her eccentric philosophy on fashion and life in general is so inspiring.

I am still looking for the Diana Vreeland of this generation.

LM

Lol! Aren’t we all?

LM

What do you love about the fashion industry in Perth?

MA

The fashion industry in Perth is so small that we all know each other and are extremely supportive towards each other.  There is nothing better than seeing a Perth face at events like MBFWA.

LM

Do you see yourself living and/or working in the eastern states?

MA

It is definitely something that I am asked about all the time.

With the digital proximity that is available to us now, I don’t think the geographical location is as crucial as it was before.  I am bit of a cavewoman so even if I lived in New York, I would probably still stay at home 20 hours a day sewing up a storm in the basement … #getalife

LM

What do you think of today’s street fashion?

MA

I personally feel that social media has made such an impact on street fashion.  My personal view is that girls want to stand out from the crowd – thus their focus is on creating an image that will outshine everyone else’s on Instagram and other social media outlets.  The priority now is to stand out even if it means compromising on style.

LM

What advice would you give to aspiring fashion designers?

MA

To accept the unpredictability of fashion.  Sometimes things just doesn’t make sense in fashion.  Just accept it and move on…

Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Model | Subah | IMG | Photography | United Images | Sydney MBFWA 2016

LM

What is your advice to young women and the way they dress?

MA

Be true to yourself.  Wear something that makes you comfortable physically and mentally.

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?

MA

I think it has changed EVERYTHING from marketing strategy to the retail environment.

I think bringing any interest to fashion is always a good thing for the industry.  However I think providing the social media influencers with too much power when it is not justified will eventually become a questionable reality.

LM

Agreed!

For an independent label like Monster Alphabets, we try put an emphasis on slow fashion and an ethical way of producing.  This means that we do not produce big quantities or a large number of styles.  We want our customers to value our clothes and treat them as investment pieces.  Social media speeds up the process and everyone wants new images of new products on a daily basis.  This is not sustainable and works against small labels.

LM

Agreed a million times over!

LM

What is your favourite social media platform?

MA

Instagram. As a fashion designer, visual images is our currency.

LM

What age bracket do you design for?

MA

It’s not so much the age bracket, but I do tend to design for professional ladies who have a strong interest in the arts.

Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Model | Juliette | IMG |Photography | Shuwen Yu | Sydney MBFWA 2016

LM

What do you think of the phenomenon of fast fashion and how has it affected you as a local designer?

MA

It has crippled my label but it has also motivated us to create designs that cannot be recreated by the fast fashion business model.

LM

Wonderful!  When you refuse to  join them … 

LM

Do you think fashion in Australia differs greatly to other countries?

MA

Yes. I think ultimately we design clothes to suit the climate we live in.  I also think that the climate dictates a lot of the cultural aspects too.  In Australia, we have beautiful sunny weather and gorgeous beaches. It is inevitable that we design garments that celebrate and accentuate this gift from Mother Nature.

LM

When your designs are photographed how do you like to see them represented and on whom?

MA

I think once the garment is handed over to the wearer, I enjoy seeing how they style them.

LM

Do you rely on fashion bloggers to spread the word about your label and how serious an effect do you think they have had on our industry?

MA

My label belongs to a very small niche.  Not a lot of bloggers endorse my dark aesthetics.

I think bloggers have been a major catalyst in this social media phenomenon.

Sometimes I feel like there is no censorship and at times I am wary about the opinions that are broadcasted on the web.

Blogging is not a protected profession so when they upload misleading information or weak content which can defame people, I find it very upsetting.

 

Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Model | Anna Orsman | IMG | Photography | United Images | MBFWA 2016

LM

Why do you think fashion bloggers often look the same at events?

MA

Wow I thought it was just me that noticed! Ahhahaha!!!

LM

Nope!

MA

I think this could be due to the necessity to attract more and more people?  I ‘m really not sure.  It’s really unfamiliar territory for me.  I have never been the popular kid at school.  I was always the weird one who avoided the spotlight.  This desire to be so loved and get as many “likes” as possible is a very foreign concept to me.  Perhaps that is the reason why I have such modest number of followers haha!!!

LM

Well. I could argue that one’s contribution to the industry is more important than one’s following …

LM

Do you feel the industry needs to have a set of slightly older fashion bloggers to create a wider and broader space for a diverse representation of labels?

MA

ABSOUTELY.

Every human needs to wear clothes to protect themselves from the weather.  It is a primary necessity to wear clothes for human survival.  Style is what makes this process fun.  I strongly agree that there is a desperate need for more diversity in fashion.  My mother has a blog because she felt like there was a gap in the blogger world for older people.

Her idol is Iris Apfel.

LM

Mine too!

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?

MA

No, not for my aesthetics.

Perhaps it would if I was running a label that solely relied on social media to measure success. If the interested in a label is largely generated by the power of the Instagram shock factor, then this would apply as only girls of a certain age can pull off the “half naked”, “sheer- sequinned” bodysuit … top … dress …nipple cover …

LM

How hard have you found it to show your collections and make connections overseas?

MA

I do get invited to take part in overseas events but as an independent fashion label, it would be irresponsible of me to do so when I am not ready to fund a bigger production line in keeping with greater demand.

Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Model | Bianca IMG | Photography | Getty Images | Sydney MBFWA 2016

LM

Do you feel that the industry as a whole helps you to succeed?

MA

The panelists of Project Nextgen were all very important members of the fashion industry.  The fact that they saw something in a small label like mine with such a small social media following restored my faith in the industry.

LM

How could you be better supported?

MA

I think by educating people on the importance of shopping local would help alleviate the pressure that is experienced in the industry.

I think at the end of the day, if our business flourishes in Australia, we are one step closer towards international success.

Don’t we all want to see more Australian labels gracing the catwalks of Paris, New York and Milan?

LM

Yes. Yes. And Yes. We certainly do!!!

LM

What designers do you love in Australia? Overseas?

MA

I am a big fan of TOME.  Their minimalistic approach to design is breathtaking.  Yohji Yamamoto is my idol. He studied at Bunka as well so our teachers would often use his garments to demonstrate pattern making skills.

LM

Who do you think dresses the best, men or women?

MA

Men.  There is less to choose from so less chances of getting it wrong.

Sarah Watanabe, designer of Monster Alphabets from Perth, Western Australia showing her collection for the first time in Sydney at Mercedes Benz Fashion Week 2016 at Carriageworks.

Model | Alannah | IMG |
Photography | Getty Images | Sydney MBFWA 2016

LM

If you could change anything about what’s trending right now, what would that be?

MA

Narcissism ..

LM

Me too! Have you read my recent article NarcisSista Fashionista???

LM

What do you think about the prevalence of tattooes? Piercings?

MA

I don’t mind them at all.

LM

Do you think they had their day?

MA

Tattoos and piercings?  I think the phenomenon that was attached to it, ie. the taboo side of it, is gone.  As my friend Jono once said, having “NO tattoo is the NEW tattoo”.

LM

If we were speaking about fashion today, do you think we are becoming more modest or less so in our self expression?

MA

I think modesty is very rare when we talk about the fashion of today.  I think the danger is when the clothes end up wearing you, rather than you wearing the clothes.

LM

Why do you think some designers have gone broke in recent times?

MA

I think it is a combination of the difficult retail environment as well as the impact that social media has had.  The speed at which we are expected to develop new collections is ridiculous and just not financially viable.

LM

What advice would you give someone moving into fashion design?

MA

Develop a very thick skin. Get used to hearing “no” all the time.

LM

When you hear an emerging designer, with a full heart, and exceptional talent, describing the pursuit of their passion in this way, something needs to change. And. Fast.

A picture of Sarah Watanabe, designer of Monster Alphabets from Perth, standing at the foot of the runway, dressed in a black dress and black boots, after her show at Mercedes Benz Fashion Week Sydney 2016 in Sydney.

Monster Alphabets | Designer | Sarah Watanabe | St George NextGen | MBFWA 2016

LM

How do you cope with the commercial aspects of your design trade?

MA

The most challenging thing is finding the balance between design that is still commercial enough that it will sell and bring an income while maintaining the Monster Alphabets aesthetics.  I don’t want to produce watered-down designs just so I can make a sale.  This is not the reason I started the label.  Kacey and I sit down every week to balance the books and see where we are and strategise.  This part of the business is just as important, if not more important than the other, more fun aspects.

LM

Who are your favourite bloggers?

MA

I am really bad at this kind of stuff. I am not really familiar with many of them.  I do like whiteandcapsule.com however. I think her style is very unique and so refreshing!

LM

How important is the role of a stylist to a fashion designer?

MA

I enjoy how the stylists can challenge the way we see clothes. At times I see my garments styled with items that I never thought would match, but when put together it works!

LM

How important is runway exposure when offering a new collection?

MA

It helps to draw attention. In a setting like MBFWA a lot of the heavy weight industry members are present, together with key national buyers. It is the perfect opportunity to present a range.

LM

What do you feel the fashion industry needs to offer in Australia which it is not?

MA

Diversity.

LM

What are you most looking forward to this year, showing at MBFWA 2016?

MA

Being selected to show at MBFWA was a huge step for my label.

Until next time,

Jade xx

Meet Monster Alphabets | Monster Alphabets Facebook | Monster Alphabets Instagram |

Accreditations |

Photography | Stefan Gosatti | Getty Images | Joe Corcoran | United Images |

Assistant | Model | Bailey Jones | Bailey Jones Instagram

Mother and Father PR

Thanks To |

TheFashionSpotOfficial | Zara Wong | Perth Fashion Festival |

Fremantle Fashion Collective | Mother and Father PR | Getty Images | United Images

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.

Bloggers, Editorial, Global Fashion Industry, Instagram, Interview, Photography, Styling

To Love, Honour & Instagram

February 16
Anna from Mother Pukka, with her daughter Mae, in Shoreditch. Photographed outside the Splice TV building painted by Camille Walala.

 

My husband recently showed me a video he thought would interest me. … what an understatement!!!

I loved it!

And I’m pretty sure you will too. With over five million views already, I guess I’m not the only one who thinks it hilarious. To all the wonderful Instagram Husbands out there, I’d like to thank you, for lots and lots of laughs.

I’m sure I speak for everyone when I say we appreciate you and love you … our Instagram lives would not be the same without you!

I was so intrigued and fascinated by the way the video was produced, I just had to find out who was behind it’s creation.

Michelle and Jeff Houghton, a married couple from Springfield, Missouri in America’s mid west, are the ingenious creative minds who birthed the concept. They are parents to their little boy, Elias and Michelle is also a counsellor and an artist.

Her Instagram husband, Jeff, is a comedian and talk show host.  Jeff creates a syndicated show called The Mystery Hour, which is what Instagram Husband was written and produced for. Michelle also writes and performs for the show.

“we thrive on keeping things interesting and are driven by a desire to connect with others and chase after our dreams. I am an avid Instagrammer and I love tacos, philosophical conversations, indie music, podcasts, and creative expression”.

Their Instagram account is the “official account bringing support, comport, & praise to all you human selfie-sticks out there …”

It is truly brilliant and hilarious. Quite simply, I’m hooked!

I hope you love this piece as much as I’ve enjoyed creating it.

 

 

 

LM

I absolutely love what you are doing … how did you start Instagram Husband?

IH

Jeff, my husband, came up with the Instagram Husband concept and wanted to do it as a video for his show, The Mystery Hour. He thought of it last summer, after having a lot of experiences where taking a pretty photo got in the way of experiencing the moment in both our lives and the lives of our friends.

LM

Is Instagram Husband a collaboration, as often I see many things that are posted by different people?

IH

In some ways, yes, it was a collaboration, in other ways no. We have a group of writers who write for The Mystery Hour and we collaborated on the video for that entity. The idea of Instagram Husband was Jeff’s and everyone who was involved was doing it for the show.

LM

How has Instagram changed your life?

IH

I have a lot of good friends who I have met through Instagram, actually, which is the greatest impact it has had on my life.When I find a new Instagrammer from my area who has similar taste, I follow them and then start commenting on their posts out of mutual respect and admiration. Often that has lead to online friendships which have lead to hanging out in real life. Some of my closest friendships started that way over the last five years. Instagram has also enhanced my connections with my friends because we have access to knowing what is going on in each other’s lives. It starts conversations about things we otherwise wouldn’t know about, and I love that.

LM

Do you feel we have created a problem of “oversharing” on social media in general? Do you feel that Instagram specifically has created an aspect of “oversharing” in our life?

IH

I think we do have a bit of “oversharing” going on in our culture, but I don’t think it is unique to Instagram. I am a counsellor and work primarily with adolescents. To them it’s not Instagram, it’s Snap Chat. For others, it’s Facebook. Regardless the medium, we do go to ridiculous lengths to provide interesting and appealing content related to our lives. I think we are going to look back in 50 years at this time period and see a lot of good things that have come from social media, but we will also recognise a lot of mistakes we have made culturally with regards to our obsession with it. We cannot learn those lessons until we go through them, however. I do see a lot of individuals online who go to extremes to get “likes” and ultimately gain validation from that, which creates a culture of comparison, and as Theodore Roosevelt said …

 

Michelle Houghton and her Instagram friends sitting around talking in a large room with a big open window on a cloudy day.

 

“Comparison is the Thief of Joy”

– Theodore Roosevelt

LM

Are you addicted to social media?

IH

You know, it sort of depends on what lens I am looking through to say whether or not I am “addicted” to social media. There have definitely been times in my life where I have spent more time on it than others. Also, compared to some people who are rarely online, I am definitely addicted, and yet compared to those who very obviously check their phones every few minutes, I am definitely not. I probably check my Instagram and Facebook feed a few times a day, but I don’t let myself get sucked down the rabbit hole of spending a chunk of time there as much as I used to. I really enjoy photography and curating a space which exudes my asthetic, so Instagram tends to be my “addiction” more than other mediums of social media.

LM

Do you believe that people lead “fake” lives through Instagram, as is often suggested?

IH

I have a hard time saying what is “fake” and what is “real”– with social media, because I truly see a movement toward people sharing the rawness and realness of their lives online. This is probably in response to all the curated lives we are seeing others live through the social media lens. I think it takes a real balance to share authentically what is happening in your life online, because you don’t want to make things “too” pretty or you are not relatable, and yet you also don’t want to over-share your struggles or the not-so-pretty side of things, because if you’re doing that all the time it can come across as humble-bragging, which is equally off-putting. In the end, I think we all want people to see the best in us. It just happens to be on a different platform and a different level with social media.

LM

What was your motivation for starting “Instagram Husband”.

IH

We started Instagram Husband because we thought it was a funny concept. We really enjoy making people laugh, and Jeff has a knack for coming up with relatable concepts to do that. It just so happened that this video connected with a lot of people.

LM

What do you feel are the main differences between Facebook and Instagram and are you fan of both platforms?

IH

I like both Instagram and Facebook. I tend to lean towards using Instagram more because I am such a fan of art and photography, and I follow a lot of people who use Instagram to showcase their work in both genres. I like Facebook to hear about what is going on with family and friends.

LM

What do you see as the positives of Instagram. And, the negatives?

IH

Instagram positives: good photography, platform for people to connect, photos often convey concepts in an easily-deliverable way where people connect to an image, community, and inspiration. Instagram negatives: tends to lead us to compare ourselves with others (just as all social media platforms do), FOMO– personally I have a hard time seeing vacation pictures of other people or people around the world in beautiful places if I’m spending my hours at work feeling uninspired and unmotivated.

LM

What is your opinion of buying followers and likes?

IH

I don’t really know anyone, (well, at least to my knowledge) who “buys” followers and likes–  to me it seems like another marketing ploy mostly for businesses or brands wanting to seem culturally relevant. I would be very suspicious of individual people who do that for personal accounts but I haven’t really dealt with it.

LM

What is your view of people who share a difficult personal moment on the Instagram platform?

IH

I sort of answered this in #7, but I’ll add to it by saying this– I heard a podcast where Elizabeth Gilbert interviewed Brene Brown, author of Daring Greatly and Rising Strong among other books about shame and vulnerability. She asked her about sharing personal stories in what she writes. What she had to say about it really resonated with me. She said that she never publicly shares a personal story that she has not already fully processed. Her rule of thumb being that if her healing is contingent upon what others say about that story, then she should not share it. She says she’s shared her story before she was ready, and learned a lot of lessons from that. When you share a difficult story before you have healed, it is not giving and generous to the people hearing it, and can actually be abusive to yourself. Attempting to gain deep healing from a wound in a public arena is just not the way to go about working out your issues– that is what close friends and therapy is for.

 

Jenn Fortner and Zac Fortner standing on train tracks for an Instagram pic

She missed another job interview today because the light was “just perfect”

“Creativity is the way I share my soul with the world”.

 – Brene Brown, in her podcast, Big Magic

LM

Do you believe that social media is responsible for people having poor interpersonal and social skills in real life?

IH

People throughout the ages have had poor social and interpersonal skills in real life, so I don’t think social media is to blame. In my career as a counsellor I work with a lot of people who have poor social skills, and there isn’t one specific set of circumstances that lead them to be that way. Some have manipulative or abusive upbringings, some have disorders like Autism where social interaction doesn’t come as easily, and some are just downright introverted, which is fine, but is not always valued in our culture. I know some very inward people who are also successful bloggers or Instagrammers. Just because they are less likely to wow someone in person than online does not mean that blogging is what caused them to be introverts. Blogging, social media, and writing may just be the platform they feel the most comfortable socialising on.

LM

Do you believe that Instagram amounts to modern day narcissism?

IH

I think Instagram can portray a sense of narcissism, yes, but I also believe most people don’t go out and create Instagram accounts because they want validation and “likes”, and thus are essentially narcissistic. I think to some extent we all want positive social interactions, and naturally that is a healthy thing. When someone spends an inordinate amount of time curating a space online that looks nothing like their real life in the hopes of gaining followers and likes, however, that crosses the bounds of healthy living.

LM

What is your view of Instagram advertising. Do you feel that it is effective?

IH

Every form of advertising is effective if it gets people to buy things.

LM

What has been your personal response to Instagram Husband?

IH

My personal response to Instagram Husband? Wow, there’s a lot in this one question. I’ll start by saying that I have been a supporter of my husbands show since he started it in a crappy basement of an improv theatre 10 years ago. It has been his dream to consistently showcase his talents of writing, acting, hosting, and performing on a large scale, and Instagram Husband got him, as the creator, a lot of the attention he deserved because the video was such a big hit.  My biggest response to it therefore is just sheer happiness. Mostly because of the story of our struggle. For him to be doing what he loves in a very obscure way.

Personally, I’ve had a lot of fun posting the Instagram photos on our @ig.husband account, and have had a great time connecting with people all across the world who relate to the video through that, through interviews, and with people reaching out after they saw it. It’s weird that so many of us have had this phenomenon in our lives– asking our husbands (or wives or girlfriends or friends or sisters or whatever) to take our photos so we can later post them– and we didn’t have a term for it up until this point.

LM

Do you enjoy your food less when you are always wanting to photograph it in it’s untouched state first?

IH

Heck no! I enjoy it MORE! I love anything that is well presented, and especially food! It’s fun to snap a picture of it before it’s all gobbled up. Obviously the line of  “we used to eat our food, now we just take pictures of it…” is a comedian’s take on prolonging eating things when we are taking pictures of it– but I promise I would never sacrifice tasting food for a photo!

LM

Do you feel a certain pressure to constantly find new and interesting material to post?

IH

Yeah, to be honest, sometimes I do. If it’s been a few days since I last posted a picture, I start to think about what I should post, or why I didn’t post. To me, snapping an iPhone picture of a scene or a person or a thing that happened during the day is a way to look at it with a focused lens– to not miss the beauty of that moment. If I am just going through the motions of my days and I don’t stop to REALLY look at my surroundings, I notice because I generally don’t have any pictures from that time. Now, of course, it CAN go the other way, where you take so many dang pictures that you miss the moment entirely, but I do think there is some balance. There is always something beautiful right in front of you, you just have to take a moment to really see it. I just happen to do that sometimes with snapping a photo of it.

LM

Is your husband generally interested in Instagram?

IH

He’s so-so about it. He definitely doesn’t spend much time on it– a lot of his pictures are of our son or of something funny he sees and wants to share.

 

20640551995_4b7f06890e_o

“Vacations make the best Instagram posts…”

– Michelle Houghton

LM

What do you think of the selfie?

IH

I have so many mixed feelings about the selfie!! I have only recently upped my selfie game, realizing that people who follow you like to see YOU, but before that I mostly felt self-gratuitous and weird about taking them. It was when I read an article somewhere about how selfies actually promote people LIKING themselves (gasp!) when I started to see the logic in how it could be a good thing. We’re often so down on how we look or who we are. I don’t think its a bad thing if you like the way your face looks in a particular light to take your own darn photo.

LM

Do you believe we are over the selfie and the duck face?

IH

I am so over duck face. I’ve always been over it. That and women standing with their hand on their hip and their butt curved out. WHO STANDS LIKE THAT IN REAL LIFE!?!?!

LM

For people who are looking for followers, what is your advice of increasing one’s following on Instagram?

IH

Offer something unique, special, genuine, and worth following.

LM

How often do you personally post to Instagram?

IH

I post to Instagram about once a day or every other day. It depends on what is going on in my life at the moment and how busy I am.

LM

Do you believe that posting to Instagram at a certain time is important? Why?

IH

I never really took the time to think about what time of day to post to Instagram for maximum exposure until I started curating the @ig.husband account — then I asked my friend who curates a famous blog about timing, and she gave me some tips. If you want to reach your audience, you need to think about when they are going to be online. So yes, I think it is important. Is it the be-all-and-end-all? No.

LM

What is next for Instagram Husband?

IH

There are some things in the works for what is coming next, but at this point we can’t share what that is. For now, we’re just trying to focus on putting out quality work with The Mystery Hour, and are having a ton of fun doing it!

LM

Where do you see yourselves in five years from now.

IH

I HAVE NO IDEA! As an artist, I just started selling my artwork online and in local venues, so I am hoping to get more exposure with it and incorporate it more into my life. I also LOVE counselling, I am planning on starting a private practice and other ventures where I share my expertise on a community platform. While all that is going on, The Mystery Hour is also a huge part of my life, and I hope that my husband and I continue to work together on the show or in some capacity to put out comedy to the world. Jeff is so incredibly talented and I LOVE working with him in that arena.

 

Photo of a girls reflection in a mirror

 

LM

What is your greatest dream?

IH

My greatest dream would be for Jeff and I to both be simultaneously employed doing what we love. “Chase your dreams” has practically been the motto in my house for a long time, but it has not come without sacrifices. More than anything I want us both to be happy creating unique things to contribute to the world, and to do it while providing for our family.

LM

What is your favourite food, country, and fashion designer?

IH

Food- tacos. Hands down.

Country- Croatia. I visited there last summer and FELL IN LOVE.

Fashion designer?? Hmmmm… to be honest I’ve never been able to afford designer labels, but if I would name a few that speak to me I would say Marc Jacobs, Proenza Schouler, and Rachel Comey. I tend to shop H&M, Free People, Urban Outfitters, Need Supply, and Madewell the most.

LM

Have you ever visited Australia? Do you intend to?

IH

I haven’t, but its definitely on the bucket list. I’ve heard that it’s breathtakingly gorgeous, and I’ve never met an Aussie I didn’t like.

LM

Lastly, what subject do you believe makes the best Instagram post?

IH

Vacations!

 

Michelle Houghton sitting in a window box drinking coffee.

 

If you have enjoyed reading about Instagram Husband check out The Mystery Hour.

 

Feature Image:

 

Anna Whitehouse  “This photo took 15 minutes of her standing in front of that wall with the kiddo writhing like Gollum to get out of her grasp. It took 45 more minutes just for the little one to stop snot-crying”.

 

Photography Accreditations | Instagram Content | Appreciation :

 

Michelle Houghton @michellehoughton Jeff Houghton @ig.husband @themysteryhour

Jen Fortner @jennfortner  Zac Fortner @zachfornter Anna Whitehouse @mother_pukka Johnny Fly @johnnyflyco

Love Instagram Husband

I do!!!

Until next time,

Jade xx

Label Ministry logo which is a picture of a stylised coathanger