Dream Monstar: Ella

Ella is the fashion designer and founder of Australian womens street wear label DREAMMONSTAR. I had met Ella a couple of years back and was an admirer of her brand. I was instantly intrigued by her collection when I first came across the label at a Neverland store. Dream Monstar is not only designed but created right here in Australia. Her brand is stylish and fashion forward; Dream Monstar is well-known for their muscle tops, street luxe style and neoprene swimwear collections. Her playful and statement designs would complete any savvy fashionistas wardrobe. Ella is now not only simply sold in Australia, but has succeeded to stock her brand in America. Such as online NASTY GAL and Kourtney Kardashian store - DASH boutique just to name a few.

” Dream Monstar is for both dreamers and monstars, and each collection reflects this. We are dreamers with a soft, feminine side, but we are also monstars, rock inspired groupies. The choice is yours, join us in the clouds or down on the wild side.”

Ella how did you get into fashion tell us your story.

I have always been obsessed with everything design – from fashion to print media, art and architecture. I’ve subscribed to Vogue, Harpers and ELLE USA since I was young and would pour over the pages for hours. I still have all issues archived at home.. I started designing swimwear before I worked on Dream Monstar. My husband designs / owns a number of menswear labels and when we met I realised it was the perfect time to start my dream and create my own label. Dream Monstar was born. 

What is your label about? How many years did it take for your brand to make the scene?

Dream Monstar is started as a street wear label for every girl, the ‘dream’ girl who likes more feminine pieces and the ‘monstar’ girl who’s a little edgier.

I was really lucky and launched Dream Monstar as social media was making waves. The label’s social media profile grew fast and with that the brand awareness was strengthened. We then showed at the trade shows in the US, found an LA showroom and sold to Nasty Gal, Dolls Kill and the Kardashian’s DASH stores across the US.

You create day/sleepwear, swimwear and candles tells us a little bit about the progress of each when sourcing to selecting your materials to achieve the final product?

For our fashion and swimwear collections I am inspired by travel, editorial shoots, blogs, fashion sites and runway collections. It’s a long process from sourcing inspiration to receiving samples, shooting our look book and then retailing our product. Each season is completely different, that’s what keeps things fresh.

What is your favourite part about being a fashion designer?

Honestly – the whole process. Sourcing inspiration online is totally addictive, planning and shooting look books and campaigns is also extremely creatively fulfilling. Taking a garment from an idea t hrough to a finished product is such a rewarding feeling. I live for travel – it truly ensures constant evolution and a fresh approach to the process.

Who’s your inspiration/ fashion designers who you look up to?

On an international level, I am always inspired by Karl Lagerfeld / Chanel, Olivier Rousteing and his Balmain collections, also labels Emilio Pucci, Saint Laurent and Isabel Marant. Also the glamour of the 70s and the history of LA life.

What gives you inspiration for each collection you create, do you go on fashion trips to gain inspiration?

Inspiration can come from many mediums – from a print created in a landscape to interior styling and runway collections.  For our collections we undertake intensive research online and also go on vacation for true inspiration. I love getting over to the US for inspiration – almost every aspect of our trips there bring inspiration.

What’s your current achievement with the brand that you are most proud of?

Our stockists in the US are pretty damn cool – we loved seeing Dream Monstar on Nasty Gal and also on Kourtney and Khloe Kardashian. Particularly knowing they had chosen to wear our label, we don’t pay people to wear our pieces.

And lastly, any advice to people who want to get into the industry!

It can definitely be a really difficult industry to succeed in, need to have a creative eye, fresh concepts, financial backing and a super strong work ethic and determination to make it. Never give up and remember, everything happens for a reason.

Special thanks to Ella xx

Check out all the collections Ella has created HERE Instagram: Website: www.dreammonstar.com.au

MAUDE Studio

Glitz and Glamour there is never a dull moment with the emerging designer Courtenay. Founder of Melbourne label MAUDE Studio

Having handcrafted all her collection to shimmer perfection. Courtenay’s hard work shows in all her ultimate statement pieces.

I sat down with Courtenay for our interview inside a café, below where her studio is situated. I was lucky enough to get a sneak peek upstairs. I must say it’s very enchanting to see the full range out in display I was mesmerised by the handbags, a truly beautiful collection. From lined up bags to cabineted glitzy sparkly shoes she had hand embellished herself.

Did you study fashion?

I attended RMIT’s, Bachelor Of Design (Fashion) course, I graduated in 2008 with first class honours.

I was awarded Most Promising Student in 2007, which was judged by Karen Rieschieck, owner of Alice Euphemia which was a little boutique in the Nicholson building which housed independent Australian designers. After the completion of my course I moved overseas to Stockholm, Sweden. I interned for 6 months with local designers Fifth Avenue Shoe Repair. It was a small boutique fashion company where i got to work in all area's of the business. The designers there was really creative and inspiring, it was great to work alongside her.

What was it like to intern overseas?

I always knew when I graduated I wanted to go to Europe. My internship was for six months. It was a fantastic experience, because it was a really small team of seven people, so it was very hands on. After my internship I then started working for a much bigger company, which gave me a different skill set and valuable knowledge into the high street market.

What is your label about?

MAUDE Studio is very much about stand out pieces. I focus on capturing the preciousness of an object within wearability as well trying to make something fun, interesting and unique. It's also a celebration of design imagination. i want to develop the idea of creating preciousness within certain objects, that's what i'm exploring at the moment. I don't take myself too seriously and I love what I do. MAUDE Studio is about people who want to celebrate their unique personality and style. The brand is for anyone who is after something fun and interesting. The Maude customer is outgoing, independent and smiles involuntarily in response to shiny things. It's not so much about an age group, more about a mindset and attitude

What made you create this label? Tell us your story

I’ve always wanted to have my own design studio but before I could start on my own label, I wanted to gain some experience in the industry. After working within a small and super creative boutique design firm, I then worked at a much larger and more commercial fashion company, so I felt quite confident in being able to start my own label.

What’s a usual day in the office?

My studio overlooks a gallery space which is such a nice place to arrive to every morning. Basically at the moment I hand make all the pieces so that takes up most of my time. My usual day is centred around sewing, cutting out fabric pieces, applying all the hardware different gold hard wear plates installing them. Answering emails and getting in touch with people, being present online and in social media.

How many in you’re team?

Currently its just myself, however I have some really special and amazing people who have donated some of their time to helping me out at this early stage. Also I have worked really closely with Niika who are an amazing digital agency and managed to create an incredible website and online store which reflects the MAUDE Studio style.

How did you learn to create and make your handbags?

I taught myself how to make them. I learnt at Fifth Avenue Shoe Repair that you can make anything you want however you want, there are no rules. Coming from a womenswear background, I approached handbags the same way you would a garment. However it was a long process of trial and error to make the bags perfect, as the they need to be practical, functional, long-lasting and durable-as well as pretty and fun!

How do you go about sourcing your products?

It just depends, I try to find my fabrics locally but unfortunately that is difficult. Often I can’t find what I need so I have sourced some of my fabrics though an overseas wholesaler, but where I can I will buy fabrics locally.

What materials do you use?

I use synthetic fabrics different variations of PU and PVC, as well as Polyester. I’m vegetarian so I prefer not to work with leather, and there are some really amazing synthetic fabrics available.

Where is the final product made?

All items are handmade locally in Melbourne by hand.

How did you get to where you are now with your label?

Experience and hard work. Having worked for a small design label helped me learn how to run things in my own small business. In addition to this, working for a larger company helped gain an understanding from a really structured business perspective. I have also just completed a Certificate 4 in Small Business so that was really useful and relevant.

How and what gives your inspiration for each collection?

My first collection Blue Planet (2012) was very much inspire by David Attenborough’s documentary titled “The Blue Planet” I’ve always been fascinated by sea creatures and in this collection you can see it is very much present. It was a five piece woman’s wear capsule collection featuring delicate pleating and flounces to emulate underwater creatures.

Glittermare (2013) was a mixture of shoes and clutches embellished with brightness and sparkles and spikes. I managed to source a whole heap of sample jewellery at the time and I came up with the idea to use all of those to regenerate something existing to make a new and exciting creation. I wanted to make pieces which were really over the top bling, crazy cool it was a scary fun look that I developed and applied onto clutches and shoes. I love the photos of this collection its one of my favourite shoots.

The Candy Collection (2014) I knew I wanted to explore handbag design and so I decided to start to develop and focus on that. The Candy Collection is a 5 piece ensemble of bright and shimmery embellished handbags reflective of all things sugary sweet and artificial. It is currently available to purchase via the online store. I wanted to represent the feeling of being in a candy store but also make something beautiful and unique at the same time.

My previous collections, Blue Planet and Glittermare were both developed as just personal creative outlet. Whereas The Candy Collection is my first commercial collection available for purchase

What is your favourite part about being a fashion designer?

Working for myself is great, I have so much creative freedom. Previously I had worked for a really big company so now working for myself I can explore different ideas and concepts that inspire and drive me as a designer. Being able to do what you love and what interests you then finding a customer who appreciates that is very rewarding.

What’s your advice on networking to all our emerging designers and students?

Be outgoing and introduce yourself, be interested in what other people are doing. Follow people up people and if your very genuine about yourself and what you love people will recognise that and be interested in helping you out. Also, be nice it’s free and you never know where it will lead you.

What’s your current achievement with the brand that you are most proud of?

Getting my brand off the ground. Everything has come together really well and I’m really happy with the brand identity and the collection. I feel really proud of the online store and fortunate to have been able to work with Niika who have done such an amazing job with my website and online store. I’ve also had great people help me through the process supporting me at different stages with different things.

How many years did it take for your idea to hit reality and start becoming a reality?

The concept has been bubbling ever since I was a fashion student. But so far its been eight months and the online store launched a couple of weeks ago.

Who are your inspiration/ fashion designers who you look up to?

Lots of people as well lots of different things! I do have a huge appreciation for Manish Arora he is amazing. What he does is what I dream about doing, he’s really into embellishments and delicate designs, which I admire and love.

And lastly, any advice to people who want to get into the industry!

Try and align yourself with people who you admire and look up. Also with whom you want to see yourself as eventually. Try and get close to them and learn from them. My internship really defined me as a designer. Choose your internship wisely because your time is very precious, you have the potential to learn so much or so little. Additionally having a belief in what you're doing

Special thanks to Courtenay xx

WebsiteFacebook Instagram: maude_studio

RES DENIM

www.resdenim.com

Elly Frangos

We all love a good pair of jeans, it’s a must have essentials in our wardrobe. Res Denim is vastly influenced by grunge and youth rebellion. Locally designed right here in Melbourne their denim is crafted to perfection for all body types and shapes. Created not so long ago in 2012 and has now taken the U.S by storm. Res denim is an influx of the 60s right through to the 90s influence rewind and is here to stay and is going stronger then ever.

I interviewed Elly Frango head designer at Res Denim, as she describes a captivating insight about herself and Res Denim.

Tell us a little bit about yourself Elly about your fashion journey about where you are today.

I grew up in a small town learning ballet for many years and had a huge love of dress ups and costume; I was forever customizing my own clothes. From there I studied fashion and have been working as a designer since 2001. Very early in my career I knew I wanted to specialise in denim. Growing up in the heart of the 90s I loved rock and metal and was constantly inspired by denim icons such as Kurt Cobain / Nirvana, Metallica and Guns’n'Roses. I’m not sure my design career was going to go any other way, the inspiration for my calling was far to magnetic.

I began working for iconic Australian denim company Bradmill as a denim trend Bradmill cotton mills opened in 1927 in Yarraville, Melbourne and have been providing fabric to both the local and international market ever since. Here I worked with the owner of Bradmill who continues to be an amazing mentor for me. Since then I have travelled the globe forecasting and designing for many major players in the denim industry. A few years down the track RES Denim was born and I am really enjoying the entire creative process.

Tell us about Res Denim? 

RES Denim is a Melbourne based denim label with over two decades of experience in the denim and apparel industry. Our Parent company Bradmill were the first denim manufactures in Australia, supplying denim to some of the worlds most iconic denim brands.

Using premium European fabrics from Turkey & Spain, combined with heritage Bradmill fabrics, we continue to innovate traditional denim techniques, expertly crafting them for the modern individual.

We’re inspired by the denim icons of the 60s right through to the 90s, legends such as Kurt Cobain and Blondie. We look to the vintage classics to inspire our modern interpretations.

What is “usual” day in head office at Res Denim? 

The great thing about this industry, and my job in particular is that not every day is the same. My days often involve anything and everything, whether it be fabric sourcing, development of new wash techniques, ranging collections, research and storyboarding, inventing new fits, and everything in between. I’m constantly liaising with production, factories and fabric mills. Another part of the job is brainstorming and getting creative with the sales and marketing team. It’s a great environment that’s inspiring and high energy.

How do you gain inspiration for different looks/types of jeans you come up with for Res Denim?

Vintage clothes, old or new fabrics, photographs and books, constantly inspire me. I collect vintage denim and leather along with original band tees and vinyl. Music is a huge inspiration for me, I’m into rock, southern rock and metal from the 1970s and 80s. I look to vintage men’s denim for inspiration. Male denim icons are my vice, Bon Scott, Jeff Bridges, Slash, Robert Plant, James Hetfield and Bruce Springsteen just to name a few.

How do you source your denim? 

The most amazing thing about being the in-house brand of our parent company Bradmill is that I have access to so many amazing and luxurious fabrics. We use both vintage Bradmill heritage fabrics and also top of the range Turkish and Spanish fabrics.

Denim trends what will we see in the near future?

For women’s fits the super high-waisted jeans like our Harrys Hi, Gettin Hi and our Wanda are becoming the most requested styles, however people cannot get enough of our torn and deconstructed jeans. Colour wise white jeans are currently making a huge surge along with worn and blue/black denim.

Is it true we should wait a couple of months before we wash our jeans?

Denim is made from cotton a living breathing organism so its not really supposed to be washed. Jeans that have holes and are bleached back have had so much done to them during the process that washing them constantly just destroys them further. I rarely wash my jeans, I usually just hang them up in the bathroom to get steamed whilst I’m in the shower or inside out in the shade on the line, even the dryer on low heat with a dryer sachet works. But if I really must wash, it’s usually cold-water hand wash with some salt or low enzyme washing detergent and some fabric softener.

And lastly any advice to anyone who wants to become a designer or specialise in denim?

My advice to anyone wanting to work in design or denim is to firstly study, even if it’s just a course in materials, pattern making, or sewing. I also highly recommend that you also learn illustrator and excel. If you can work in retail this will give you invaluable insight into what the end product of the industry looks like. Intern with anyone that you think might provide you with a solid experience in the field that you want to be in, don’t turn away any offered opportunities you never know where they might take you or what you will learn. Be prepared to listen, work hard and be open to criticism and know that even after 14 years in the industry I’m still learning. Finally always be passionate and experiment whenever you can.

Ps, I love Res Denim thank you for creating Res Denim!

aww thank you xx

Special thanks to Elly

Website: www.resdenim.com Facebook: https://www.facebook.com/RESDenim Instagram: resdenim twitter: https://twitter.com/ResDenim

Wild Horses

http://www.wildhorseslabel.com.au/

Natalie Donovan

Look out for Western Australian tempestuous label WILD HORSES. Designed for untamed women who want to abscond from the herd and dare to be lax but different. Simple, yet striking, the clothing and jewelry assemblage is renowned for achieving naturally inspired fun and accessible designs while still maintaining dark, stormy undertones.

Natalie’s creations are superbly unique as she steers her creative skills into drive ready to road test to onlookers. A woman who takes pride in quality checks, her exceptional craftsmanship ensures each piece of clothing is crafted to sheer perfection. A multi-tasker mum, she has created a marque from scratch, utilizing her prior industry talents and ingenious pattern maker in the making of the business. Natalie allowed her passion to run freely for women who want to escape the herd.

What is your label about?

Wild Horses is about being carefree, wild, spirited and effortless! For women who want to escape the herd.

What made you create this label? Tell us your story?

It all began in 2011 when I would create hand made jewelry out of precious stones. From there I would go to markets specializing in local fashion and from then on it grew and got popular and so I took the next step which was clothing.

How did you get to where you are now with your label?

Perseverance, consistency and strong will! Be 100% you! Keep going and don’t look back. And make sure you remember ‘if the elevator to success is out of order, you’ll have to use the stairs, one step at a time.

What’s a usual day in the office?

Office is attached to our home as we have two young children. Usual day is wake up 6am, organise kids for school. The day - answer urgent emails, gym, write a to do list of the day and sometimes week/month, try to complete that list! Meeting, appointments throughout the day about up and coming shows, shoots, collections. And if it’s that time of year where we need to organise the next range, we would be in the studio most days pattern making, designing, toiling and sampling.

Did you study fashion? If not what did you study?

I studied Fashion and Textiles at the Institute of Technology in 2010 completing Diploma.

What is your favorite part about being a fashion designer?

Flexibility of working from home. You have total control on what you design, and how you can style it. It’s very joyful!

How did you select the materials you used?

Fabrics are usually chosen during pattern making time. I like to be clear in what I’m wanting to use for the collection so I don’t confuse my self and more importantly so I don’t waste time and money. Most of the time I have a theme for the range and I stick with that theme to keep the fabrics cohesive and strong throughout the collection.

How many people are in your team?

There is me, myself and I! And my pattern maker, samplist, factory, book keeper and accountant.

How and what gives your inspiration for each collection? Do you go on fashion trips to gain inspiration?

I have been on fashion trips over seas. But most of the time the inspiration comes from within. I feel and imagine a lot and from there it creates these little pops of ideas and then it grows.

Who is your target market?

Women between 18 – 39 years.

How do you go about sourcing your products? Lots of googling! Research into fashion Asking people Calling and inquiring a lot of businesses in what they do.

Where is the final product made?

The final product is made locally – Fremantle WA. A small handful is made in Indonesia which is mainly the leather side.

What’s your current achievement with the brand that you are most proud of?

Proud that WH is 100% pure and organic. The whole brand has been curated and created by myself. And to have started the label up from nothing is truly inspiring and I feel lots of women can be inspired by each other as we are all strong and passionate beings.

How many years did it take for your idea to hit reality and start becoming a reality?

A good year.

Before creating your brand did you work for another label?

I didn’t as I just thought – hey lets do this! And threw myself into the deep in, head down, bum up!

Which fashion designers do you aspire to?

Stella McCartney,Chanel,Kate moss and the Olsen twins

And lastly, any advice to people who want to get into the industry?

Do it! But, make sure you have the knowledge, strength and financial back up to start. Something tricky and hard as this industry will leave you red and raw. They say to make $100,000 you need $1,000,000.

Special thanks to Natalie Donovan xx

Website : www.wildhorseslabel.com.au Facebook: https://www.facebook.com/pages/W-i-l-d-H-o-r-s-e-s/150633064994175 Instagram: @wildhorseslabel