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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, Fashion Designer, Global Fashion Industry, Interview

Frederick Jenkyn

September 26

As all of my devoted followers already know, earlier this year, I had the pleasure of perusing on mass, the breathtaking young smorgasbord of talent that Australia serves up each and every year at Mercedes Benz Fashion Week. After the week long event, which is the highlight of the years for all Australian fashion devotees, I methodically work my way through the incredible mix of entrepreneurial youth, offering them the opportunity to publish an affordable and effective public relations interview to promote their names and their emerging brands.

Frederick Jenkyns collection was outstanding. I met him the very day of the unveiling of his collection, but am bringing you this interview after corresponding with him in London, his new place of residence.

As I am sure you are aware, and if you are not, please consider this.

Our emerging designers are quite literally our fashion future. They represent the group of people who will lead us strongly, both locally and internationally, in the ethical and sustainable production of our beloved fashion industry. Young people such as Frederick will most likely be the names behind your choice of dressing and the other interiors of our design lives for decades to come. It is essential that we support them, read about them, buy their product and offer them our gratitude and encouragement.

Please remember to share the love.

Australian fashion is depending on you …

Meet Frederick Jenkyn.

In five years? I want to have my own studio with pattern makers/design assistants. A machinist and a social media/online manager.

Rolls and rolls of fabrics and a stock room filled to the brim.

I would like to think I’ll be complaining about needing more space. But then I will think, I need to pay for the embroidery for next season so it’s not a good time to upgrade.

I will only wear black. In case someone visits the studio and I won’t look a mess.

And in the bottom draw of my desk, that looks like a filing draw, I’ll keep some throw rugs for the “before show” all-nighters.

Frederick Jenkyn

Here is Frederick Jenkyn’s story so far …

Frederick Jenkyn as a brand emphasises wearable innovation through unconventional textiles and hand crafted detailing traversing the borderline between couture extravagance and everyday wearability.

Frederick Jenkyn

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

Monster Alphabets

June 8

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.

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

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.

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

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.

What is the philosophy behind your label?

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

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

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

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

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.

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

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

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

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

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.

Lol! Aren’t we all?

What do you love about the fashion industry in Perth?

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.

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

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

What do you think of today’s street fashion?

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.

What advice would you give to aspiring fashion designers?

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

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

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

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?

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.

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.

Agreed a million times over!

What is your favourite social media platform?

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

What age bracket do you design for?

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.

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

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

Wonderful! When you refuse to join them …

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

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.

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

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

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?

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.

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

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

Nope!

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!!!

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

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?

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.

Mine too!

Do you think our obsession with youth and only directing fashion to the very young has created a restricted playground for designers at large?

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 …

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

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.

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

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

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.

How could you be better supported?

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?

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

What designers do you love in Australia? Overseas?

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.

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

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

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

Narcissism ..

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

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

I don’t mind them at all.

Do you think they had their day?

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”.

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

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.

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

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.

What advice would you give someone moving into fashion design?

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

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

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

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.

Who are your favourite bloggers?

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!

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

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!

How important is runway exposure when offering a new collection?

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.

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

Diversity.

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

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 |

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

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

J A N N A J O N E S

June 1

There are always people who are keen to see you fail, those who are indifferent and those few gorgeous souls who will support you unconditionally, push you to do better and ultimately drive you forward.

Janna Jones

What is the philosophy behind your label?

The J A N N A J O N E S brand aims to bring the strength, styling and sophistication of European luxury leather goods to the international market (from an Australian base).

The Australian market is unique. Unlike Europe we are unwilling to pay thousands of dollars for a trend item that we will wear a handful of times and then archive. Nor do we pack away our S/S wardrobe and then pull out a completely different A/W one.

The fashion conscious Australian public want quality pieces that have the ability to stand alone, work with the latest trend and can also be styled with much of what they already possess in their wardrobe.

JANNA JONES strives to facilitate the luxury experience by ensuring the provision of high quality leather, silk satin lining and matching dust bag, pressed branding, customised hardware, authentication cards and eternal style at a more accessible price point.

What is the inspiration behind your label?

Accessories are limitless; I pull inspiration from culture, architecture, art, various design mediums, music, engineering etc. Handbags in particular are the ultimate attainable luxury. They are resilient of seasonal trends, and irrepressible by variations in location, climate, culture, politics, religion, diet and age. That in itself deserves global adoration.

Australian Fashion Industry, Interview, MBFW

One Fell Swoop

June 23

Model walking and being photographed in the full sunlight against a white wall wearing a black pant and black winter jacket with white shirt and heels

“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

Photo of a model standing against a white wall with head tilted towards the sun in a multi coloured dress and bare arms and legs

Photographer: Sanny Chong MUA: Bev Wood Model: Erin Hannah Production: Jacqui Brown for The Studio

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.

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.