Georgia Guy

www.georgiaguy.com.au

Georgia Palmer is the creator of Adelaide fashion label Georgia Guy. Having completed her advanced diploma of fashion design and technology at Tafe SA, graduating in 2011. Georgia  last year won Emerging Designer Award in 2013 and since then never looked back. Her unique brand is well known for her bold silhouettes and individual designs. Georgia takes pride in her quality of garments. Every piece is hand made in her Adelaide studio. From designing to patternmaking as well as cutting and sewing which makes every piece of her collection unique. Using materials sourced from around the world. Having a great attention to detail and highlighting on quality of craftsmanship. I met Georgia at the Norwood Parades for AFF2014. I was able to get a feel for her textures and quality of her garments which were so beautifully pieced together. Below I interviewed Georgia as she gives us an insight to her life as a designer.

What made you create this label? Tell us your story about your label Georgia Guy?

After finishing my study it felt like a very natural progression to make, I wanted to create clothes that were modern, classic and feminine without being girlie. Georgia Guy is my maiden name so it really is a reflection of me, my style and my life. Wear ability is a key factor for me and something I really take into account when designing as I want customers to not just love their clothes but feel comfortable in them.

Did you study fashion?

I studied an advanced diploma of fashion design and technology at Tafe SA, graduating in 2011.

What is your experience working in the industry before creating your brand?

I had very little fashion industry experience prior to starting my label, which made it a little more challenging and a big learning curve! The year in-between finishing my study and putting together my first full collection (Spring Summer last year) was spent creating small runs of different styles and selling through a small Adelaide based boutique. I also worked in store once week which was great seeing first hand how customers reacted to my garments.

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

After spending a year making bits and bobs I put together a full collection and entered it into the SA emerging designer competition last year and won. That really gave me the boost that this dream could become a reality and what I was doing was worthwhile.

How did you select and source the materials you use for your collections? What’s the progress for you?

I tend to start off with a few designs in mind- key features/silhouettes and feel that I want to achieve before seeing a few local fabric agents. Fabric choice is a big dictator for my collections so once that is chosen I can get stuck into designing/patternmaking and sampling. My designs really evolve during the patternmaking and sampling process and during that time I can see how things will work together and any gaps in the collection I need to fill.

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

I try not to focus on gaining inspiration as it has always happened very organically for me, seeing a photo in a magazine or finding some fabric will set me off and once I’ve started ideas generally flow pretty easily. I try to keep up to date with what is going on in the world as well as spending a lot of time checking out fashion/street style blogs. I am very excited about the fashion icons exhibition which is coming to the Art Gallery of SA as historical fashion has always been very inspiring to me.

Where is the final product made?

I work from a city studio which is a shared space with several other designers, photographers and an architect. From there I do all the designing, patternmaking, cutting and sewing. Every piece is hand made by myself which is incredibly time consuming but does give me complete control of every piece I put my name to.

Last year you won Emerging Designer Award at the Adelaide Fashion Festival’s Designer Showcase.

Tell us what was it like to win such a prestigious award what opportunities did it open for you?

That was such an amazing night, I can’t believe its been a year already! It was a huge surprise and honor to win as it was my first full collection and what a way to kick things off! Winning the award has opened many doors and helped me to promote my label in a way I could not have done before. As well as brand awareness it has given me as a designer and my label cred within the industry.

Your showcasing your collection at Adelaide fashion festival 2014 this year what direction have you taken with your collection this year?

My spring summer collection this year came from wanting to create a collection which has broad appeal and is wearable. I have also embraced the trend for sheer fabrics by sourcing a beautiful sheer stripe which I have accentuated by playing around with the direction of the stripes. The collection is light with crisp elements such as angled seams and clean silhouettes softened by the use of a beautifully soft cupro blend fabric. There is also a subtle sexiness to it through the use of open back tops which show off just enough skin and giving knee length lady like sheer skirts short lining. The result is casual elegant and easy to wear.

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

Locally I love checking out Bianca Spenders work as it has the clean modern feel I really love. Internationally I really love vintage YSL, Roskanda Ilinic, Gucci (especially the 70’s throwback collections) and most recently at New York fashion week Delpozo- loved it!

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

Be prepared to work really hard! Also, as in life, treat people how you want to be treated as it’s a close knit industry (especially in Adelaide).

Special thanks to Georgia Palmer xx Check out more of her beautiful collection from her new spring summer 14/15 collection online!

Website: www.georgiaguy.com.au Instagram: GEORGIA_GUYAU

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

ONEBYONE

www.oneby1.com.au

Matt Newman created ONEBYONE the label way before it was the popular renowned street wear brand it is today. Matt was fresh out of completing his Diploma in Graphic Art and Diploma in Graphic Design. Matt originally started his brand by focusing on creating board shorts with an outcome to eventually be sponsoring extreme sport and water sport brands.

Today his ONEBYONE street wear company was recreated into the world of fashion. His style is out of this world and there is much meaning behind his brand along with his different themes with each season. He is a man who breathes for summer with a seaside lifestyle. His outlook on life seeps through his creative ideas in his clothing. Providing the image of his brand it has today.

What is your label about, I’ve noticed with a few things with ONEBYONE is that you have a strong theme having in your videos for each season; tell us more about that and your story. 

My ONEBYONE label does have a theme to it. If you watch the videos we always use the same models in each film so that you feel apart of the story and can visualize what is happening each season. It’s kind of like a runaway love story in each season. Each season brings something new such as a change, new beginning the way life really is. Life always changes as well as clothing and fashion. My brand is a journey through the themes.


When I had first started ONEBYONE, I had focused my brand as only the intention of creating just surfboard shorts. This stopped quickly as I didn’t want to put in a genre.

I could see the industry was changing as to when I first started my brand. Rip curl, Billabong and other big brands were being out grown by street wear brands. If I kept creating surf wear my brand would eventually die out, I had to develop my range further to become street wear brand. When I converted my brand into street wear I wanted to stand out and be more adventurous than other brands. All my seasons have themes and this corresponds with the seasons.

What’s a usual day in the office?

My usual day is talking to stores, dealing with manufactures, working daily on designing and looking after my brands image. Making sure production is on track. I’m already ordering for next winter 2015! Writing and replying to emails, PR and searching for fashion bloggers who I can collaborate with. Then designing at night, sometimes till 12am it’s the only way I get into the zone I cut myself from everything and make that commitment at night.

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

No I didn’t study fashion.

I went to Holmesglen Tafe Melbourne studied a Double Diploma in Graphic Design & Advanced Diploma in Graphic Art

What is your favorite part about being a fashion designer?

My favorite part is seeing someone wear my label. If its out in nightclubs, beaches or down the street. Seeing your brand out and about gives me a rewarding feeling about myself and the brand. How did you select the materials you used?

The materials I use is a cotton viscose. 55% cotton 45% viscose. This makes the material feel very soft, In fact it's what people notice when they come into store and touch our clothing. It also fits nice as well comes out of the wash without damaged to the garments. The quality is better than your normal cotton t-shirt and the quality is important when you purchase anything in stores and online.

How many in you’re team?

Three part time and one full time around up to six people when the store is open at Philip Island in the summer. The brand is constantly growing and expanding there could be more employees in the future!How did you get to where you are now with your label?

It started as a hobby, I would dedicate long nights without making any money at the start. Anything that I did profit I would put it all back into my brand. From hard work and dedication is where I got to where my label is today. How and what gives your inspiration for each collection? Do you go on fashion trips to gain inspiration?

I tend to have a theme in each collection. Sometimes it can relate to what’s currently going on in my life at the time. Sometimes it can as well be reflecting about the summer that has just past. Emotions as well come to play with each theme and collections are part of that. I just can’t come up with the collection straight away. Life’s journey is what makes my ideas come to life or where I am traveling at the time. Such as my pervious collection was called “Lost Heaven” That reflected on how I traveled to Thailand. It’s just all about my current situation and what is happening around me will reflect straight into that season as well a mix with current trends.

Who is your target market?

Well, I say 16-35 but to be honest as I mature the brand matures. So it grows with me along with the target markets. How do you go about sourcing your products?

Well normally I buy samples and from overseas then I do some quality assurance measures on them. Washing them multiple times seeing how it takes. Then from there I get a feel for what’s in trend and I create my own look. I normally send over the trade sketch to china to create the sample that is reproduced with my own unique touches to it.

An example is that I liked a jumper that fitted well it but it was produced with polyester but I wanted to make in different material. So I sent swatches of material that I prefer. Then I create a jumper that will match the fabric and add my own special touch to it to make it unique.

Matt how did you learn about fabrics?

I threw myself in the deep end and taught myself about fabrics. I learnt on the way with creating my brand and when you create something that you love and passionate about, you become very determined to learn everything you can to pursue your dream.Dedication is the key!

Where is the final product made?

The product is designed by me in Australia. Final products are made in China.

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

My most current achievements are often being the most popular/top seller brand on the iconic. Which is fantastic as you know they have more than 250 male brands on the iconic and to be top seller is absolutely the best feeling. I am really  proud about my brand and knowing that the public loves it really makes me feel I’ve achieved a great outcome! As well opening up my own store down at Phillip Island, which has been around for about 5 years now. How many years did it take for your idea to hit reality and start How long did it take for your brand to become the strong brand it is today?

When I first started off business was booming in retail, it was a very easy environment to sell clothes to stores before Recession hit. When I first started people had money to spend, Chapel street was booming, Bridge Road had shops everywhere.  During recession it became a really tough time for retail. It first affected with surf wear shops and then moved on to the other fashion brands. No one was taking on new brands onboard, I had to restructure everything and re-born my brand in a tougher environment. The retail market is a whole different ball game, I had to make sure I could keep up with my competitors in this new environment. Who are your inspirations? What Fashion designers who you look up to?

My inspiration and who I look up to happens when I go to Hong Kong yearly. The big brands there are just so incredible especially the window displays there such as H&M and Louis Vuitton are amazing. Checking out the street wear too whilst I’m there really give me an insight to new ideas for the brand.

And lastly any advice for people who want to get into the fashion industry? If you know what your up for and have a passion and love for designing then go for it. Also another word of advice is that you have to put in the hard yards and dedicate your life before you start making any profit.

Special thanks to Matt Newman

Website:  

www.oneby1.com.au

Instagram: ONEBYONE_CLOTHING Facebook: 

https://www.facebook.com/ONEBYONECLOTHING