Meet Micaela Dietrich. The creative designer behind her latest brand Earnest Nomad. Micaela explains she has had an interesting ride leading so far to where she is today in the fashion world….
Having jumped right into University after completing high school, Micaela studied "Fashion and Textile Merchandising" at RMIT University.
She admits how she wasn't the best student at times. Explaining there were multiple occasions where she felt she could have been more attentive/dedicated, but in saying this Micaela has narrowed that down to maturity and knowing what you want to achieve out of a situation. At the time, she had no clue, it took a while to figure it out!
Her modelling career started when she entered a pageant called "Miss Country Girl Australia" "There is no way in hell I would have predicted that, growing up I would have had a giggle at the idea of a pageant but something intrigued me and I went for it." Says Micaela.
That spark of intrigument lead her to becoming runner up at the Sydney finals which sparked up a bit of attention from modelling agencies.
Shortly after Micaela followed a close friend, who was working as an agent for Giant Management at the time. "My agents were so incredibly supportive and encouraging to work with, I had no clue what I was doing initially but they helped me in the right direction. I will always be thankful to each of them" .
Giant then lead her to sign with Wilhelmina New York, and FM Models London. After a short stint in Singapore, she went on to grace prestigious runways in New York and London for fashion week in 2012.
"THAT was a crazy experience that I will probably never replicate." She says. "I fell in love with New York and returned in 2013, living and working in the city for approximately 6 months"
Micaela spent the majority of her time modelling and finished the trip with an internship at Wholesaler Esquire Footwear on 5th Ave. "I was devastated to have to return home as New York has become a part of me, but it is something I felt I had to do for my future career." She says. "I have been working within the fashion industry since returning home and recently took the plunge with Earnest Nomad."……
What first made you create Earnest Nomad tell us your moment!
Finding a way to make design a part of my everyday life has been a focus, and a challenge, since I was a child. I couldn't survive doing something that didn't satisfy me creatively. …I was actually reading #GIRLBOSS by Sophia Amoruso (CEO and Founder of Nasty Gal) when the desire to pursue Earnest Nomad hit. Her attitude and story inspired me greatly, she didn't go to university, didn't come from a wealthy background, she is simply a hard working woman who learnt from every one of her experiences good or bad. The initial concept was for a blog, however I didn't feel that was my true vision or where my skill set lay... The name Earnest Nomad I suppose is a reflection of my experiences through modelling and travel, the combination of the strong influence city/urban life had on me-NYC is my second home, but also my love and longing for open spaces and adventure. Growing up in such a laid back environment close to the beach meant that natural aesthetic was inevitable! I wanted something quite raw yet sophisticated. I would love for women to step outside in an EN jacket or with and EN bag and show the world just how strong they are.
Who is the Earnest Nomad girl?
The Earnest Nomad Woman is anyone she wants to be… Strong but not self-righteous, she attracts attention but does not demand it. Her aesthetic is natural and raw refined with grace, and just the right amount of grit. Every woman deserves luxury that reflects her unique beauty and that was a key focus for me when developing the label. I think it's important to let the customer do the talking and learn what they want from the label instead of dictating. Social media is such a big part of our lives I felt that it was now or never to jump on board. The label was first launched online, allowing it to reach a broader audience and let the customer direct its path.
What’s like being an independent Australian fashion label?
We are very fortunate to live in an amazing country with access to so many incredible resources and influential people. Australia is an exciting place to live and learn no matter what industry you’re in. We may be a few steps behind Paris or New York, but it’s only a few steps. Having that slight separation from the rest of the fashion industry allows true talent to surface. Our country is full of creatives working their asses off to show the rest of the world what we’re capable of, working hard and supporting each other. I think that is one of the most rewarding and exciting aspects of being an Australian in the industry; witnessing incredible people find success by doing what they love.
How did you go about designing your collection along with finding the right leather?
I wanted the pieces to speak to different types of consumer and not limit to one demographic, the product is quite relaxed and on trend but with a sense of luxe. I think it's important to try and place yourself in your clients shoes, what is he/she looking for?The pieces are all 100% leather outer with primarily cotton lining, all jackets are incredibly soft leather and designed to relax with wear. I was quite fortunate to have a very good relationship with my supplier who has guided me to selecting the highest quality. All items are under $350; It's so hard to find affordable luxury these days! Product is either completely over priced restricting the demographic or the quality/design is poor making the item a "run of the mill" scenario.
I wanted to make sure I gave women the chance to stand out and have a true reflection of their style, there is limited product too so most pieces are quite unique. It would be unlikely that you would pass someone on the street wearing the same jacket.
Biggest achievement with the brand?
You know what? I don’t think I have it in me to narrow it down to one thing… I am constantly appreciative of what I have achieved and the support I have received from those around me. Every response I get from our customer gives me the motivation and courage to continue. Knowing that I am inspiring other women and providing them with the luxury they deserve. I would love for women to step outside in an EN jacket or with an EN bag and show the world just how strong they are. Fashion isn’t rocket science but it’s fun. Everyone has a right to express themselves, and if I’m able to assist in that, I consider myself very very lucky.
Advice to all students and people who aspire to get into the design industry?
Reach out to those who have skill sets that you don’t. Someone sitting next to you could be your best asset and trump anything a book or internet site could tell you. We're not super-human, there are going to be things that we don't know. When you combine individuals who excel at what they do…the outcome is incredible. Trust your instincts and hell, just give it a go! You might surprise yourself with what you’re capable of.
Foxy chit chat with Michaela!
Favourite leather item right now?
A classic biker goes a lifetime, I have a weakness for STONE that’s for sure.
Favourite song on the radio right now?
James Bay Let it go
“Usual” day in the office like for you?
Coffee...A lot of coffee
If you could have any superpower what would it be ?
Your signature look is…
It varies depending on my mood and inspiration, usually consisting of texture and a decent amount of black.
Special thanks to Micaela xxx
Emily Abay Photography