Environmentally conscious couture

Look amazing AND look after the environment for racing season, your wedding or another special occasion with these exquisite eco garments by a talented local designer.

Charlene O’Brien graduated at the London College of fashion in the early 80’s and established her own fashion business, Tierra ecologia, which is now located in the Perth Hills, Western Australia. Her unique one-off creations evolve from her own handcrafted cloth made from the purest natural fibres and plant dyes. As well as specialising in various handcraft techniques, Tierra ecologia is environmentally conscious. The unique creations are brought to life in a studio that uses solar power and rainwater, with the label internationally recognized for utilising all natural resources sustainably.

Charlene strives to combine fashion and conscience by designing clothing that preserves ancient hand skills, creates fair trade and provides employment within communities. In production, her textile processes and choices use no chemicals or pesticides and effectively save the world’s most valuable resource: water.

Primarily, the Tierra ecologia collection comprises of eco couture that can be commissioned for weddings and special occasions, while hand felted jackets, gallery limited edition pieces, certified organic T-shirts for men and women, eco denim handcrafted shawls and accessories are available for purchase on her website (see below) and by appointment. If you’re interested in wearing clothing made with soul, Tierra ecologia is your one-stop destination.

For more information, visit www.tierraecologia.com or find Tierra ecologia on Facebook.

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Making your garments, jewellery or accessories stand out

It’s fashion and racing season and with the weather warming up ladies all over Perth are putting away their Winter wardrobes and optimistically opening purses to spend on summer dresses and sandals. But amid steep online competition and a still struggling economic climate, how do you compete? Here are some tips to draw attention to your pieces in a sea of frothy dresses this Spring.

1. Check your customer service. Whether your shop is online or on the street, customer service should be your first consideration –  because not only does it either support or undermine all your marketing efforts, but it is the number one way you can compete. Australia is not known for its terrific customer service so if you can stand out in this area you will get people talking and coming back to your store. Ways you can improve your customer service now:

-       read articles or books on ideas for great customer service. For a quick and easy to read book that outlines systems you can put in place to set up great service, check out Exceptional Customer Service by Ford, McNair & Perry (www.adamsmedia.com)

-       get a retail audit or tune up. The Templar Group http://www.thetemplargroup.com.au/ based in Melbourne offers these and other services

-       have a brainstorming meeting with your staff to identify problem areas and possible solutions. Finish by allocating roles to each staff member so that each is accountable

2. Make it an experience. Why do women still go to physical stores? Because it’s a fun and pleasant experience. Your challenge is to charm them enough with your experience that they want to buy from you then and there. To do this, you have to be creative, and with creativity two heads are often better than one, so ask for help from those around you or search online.

3. Understand selling. Most of us balk at the word but that’s what we all do. Debra Templar, a successful speaker and coach in the areas of sales and retail, outlines 5 simple points to remember to help your sales, and none of them are scary or distasteful. The first is simply, ‘Know your products inside and out’. http://www.shoptorque.com/2012/05/if-i-knew-then.html

4. Check your catalogue. If you have an online or printed catalogue, shop or gallery, look at it again with a critical eye. If it doesn’t compare with your favourite high-end fashion retailer, you have work to do, because perception is everything in this industry. Check for things like:

-       natural expressions and poses on the models

-       clothes actually on models or mannequins and NOT laid out on a table to be photographed

-       clothes in top condition e.g. perfectly pressed, colours bright and true to the garment

-       professional photography, so no unwanted shadow, blurry lines or pixels, well-framed, well-lit and with true colour

-       models whose look suit your brand

-       consistency across photographs, in pose, framing, lighting and background

5. Check your fashion story. You do have one, don’t you? A fashion story is the mood, emotion, look or feel of your brand. It’s the dream-world you are creating and it’s THIS that sells fashion products. How do you create your fashion story?

-       through fashion photography – not the same as catalogue shots (above). This is usually done on location and involves several models and garments in choreographed scenes that form the pages of your story. Through professional planning, direction and lighting, this fashion story can be your most effective sales and branding tool

-       through key words and phrases to go with your photographs, evoking the same emotion and mood to direct your customer’s perceptions of your brand. If you’re stuck, check out any fashion magazine – go to the fashion spread (usually several pages for a story) and look at the words to go with the photographs. There’s always a story title too

-       Where do you show your fashion story? Across all your marketing: your website, newsletter, blog, Facebook page, brochures, posters in store… It should form the ‘look’ of your website especially on the home page where it grabs attention and sets a scene

6. Go outside. There are plenty of opportunities outside of your website or physical store to connect with fashion and racing season. Link in with the myriad of events happening all over Perth – not just directly with Perth Fashion Festival and Melbourne Cup but with the supporting events around it – in shopping centres and in the city centre, at women’s business networking events or social events, and with other businesses holding their own events. Complementary businesses such as personal shoppers and stylists, make-up artists and hairdressers may be the perfect places to work with cross-promotions or mini-events to promote your range. If you want to put together a catwalk show, seek advice from a stylist, photographer or model agency so that you have the basics of a professional presentation in place (things like lighting, seating, music and commentary make a big difference).

Retailers are busy people but there is a lot of support out there to help you be creative, professional and ahead of the game, if you are willing to ask. Wishing you a champagne-popping fashion and racing season!

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FT Russell & Co. – authentic bespoke tailoring now in Perth

F.T.RUSSELL & CO.

Bespoke Tailors & Shirtmakers

Perth – Australia

www.ftrussell.com.au

F. T. Russell & Co.  offer a new approach to quintessential fine tailoring and shirt making and they are now in Perth.

Theirs is a personalised bespoke service that surpasses the standard tailoring outfitters. Together with sourcing the best cloth in the world, each piece is handcrafted for both male and female clients.

F.T. Russell & Co.’s philosophy is all about quality, being unique and tailoring to the individual whilst being committed to providing unrivalled service.

Originally from Melbourne Director Fiona Sofo saw the necessity to serve Perth’s savvy suit wearers. This is a chance for clients to step up from off the racks suits. “You can now have a personalised piece that fits exclusively to you without having to fly to Melbourne or Sydney” says Sofo.

“Our service is about providing you with an item of clothing of exceptional cut and fit. This gives you the ultimate in comfort you won’t receive with a ready to wear suit, in a style of your choice and of a fabric that is simply the very best available.

Our cloths are sourced directly from some of the oldest and most respected merchants in England and Scotland names such as Holland and Sherry, Scabal, Dugdale Bros, Harrison’s of Edinburgh and Acorn. These companies have a rich history of supplying the world’s best tailors for nearly 200 years.”

F. T. Russell & Co. have secured exclusive arrangements with these merchants, meaning they are now available for the first time in Perth!

Experience personal tailoring services by making an appointment at appointments@ftrussell.com.au

For further information please contact. 

Fiona Sofo - Director

Email: fiona@ftrussell.com.au

Tel: 0422 288 894

Aurawoman

Meet Aurawoman, a group of fabulous concept stores dressing Perth in style

Aura Woman was born 7 years ago when sisters Anastasia Brotherson and Tara Fowles opened their Subiaco store in 2004 – incredibly the company went from concept to reality in five weeks! The sisters recognised a niche in the boutique fashion scene and were quick to capture this specialised market, aiming to bring the women of Perth unique and flattering clothing to suit all shapes and sizes. Catering for petite to plus size clothing, maternity wear and beyond, the Aura Woman philosophy for creating innovative fashion for individual women has remained a key brand statement over the past seven years, and since opening their second store in Applecross in early 2007.

The team at Aura aim to provide the best shopping experience for the fashion conscious women of Perth, with extra care taken from the buying stage (every style bought for the stores is hand selected and tried on numerous body shapes to ensure the best and most flattering fit – emphasis is put on buying pieces that are flattering, made in the best quality fabrications and that are unique) right through to the personal customer service given by the staff in store including one on one styling for each and every woman.

We run VIP launches for new season ranges, styling sessions by our in-house stylists and have a brilliant loyalty program to that rewards our regular clients and keeps them up to date with the latest news and sales – all aimed at providing a shopping experience that is enjoyable from beginning to end…because we believe that every woman has the right to look and feel beautiful, no matter what shape or stage in her life she may be.

Stocked at Aurawoman

From classic to kitsch – Perth Stores we love!

We interviewed the owners of some Perth stores we love. Here are their stories…

Ruck Rover General Store

(We love them because they are two sisters doing it for themselves.)

Back in 2005 sisters (and best friends) Claire and Isabelle had one of those wouldn’t-it-be-fun-if-we-opened-a-shop conversations. I’m sure you know the kind… gushing comments like ‘we could work for ourselves and do whatever we want!’, ‘we could play any music that takes our fancy all day long!’, ‘we could buy everything that we love for our store and get to play with the coolest products around!’. Then they started planning it. You know, just for fun. And then, all of a sudden, they realised that this pipe dream was actually achievable, and if they were going to do it they should do it right away.

Ruck Rover is one of Mt Lawley's cool hangouts

In October 2006 their little shop opened its doors, bringing in a host of lovely customers who have, over the last two years, also become their friends.

While their list of suppliers has grown over that time they have remained true to their aim of supporting small, independent designers from all over the world and offering the folk of Perth, Western Australia something unique.

After two years, and many phone orders from people around the globe wanting to get their hands on particular items, Claire and Isabelle thought it was time they made it easier for interstate and international shoppers, and busy locals, to buy their wares through an online store.

While starting as primarily a clothing store, with jewellery, bags and wallets and some other accessories on the side, as well as baby clothes, the sisters have slowly expanded their wares to include stationery, zines, other publications, scarves, sneakers and homewares.

Their love of Polaroid and instant photography meant that they became Polaroid stockists some years ago. Mainly as a way to have a steady supply of film for themselves and their friends! After Polaroid ceased production of many of the films, they picked up the Impossible brand films for those that just cannot do without. We still have some expired Polaroid film in stock, too!

This month, Ruck Rover are teaming up with Outré gallery for a special gocco print demonstration as part of Outskirts. To mark the occasion, they have printed a limited edition tee shirt featuring a design by Perth artist Creepy, who is part of a gocco print exhibition at Outré and also in Ruck Rover’s little art space, during late September / early October.

They are doing a special run of their own men’s tee shirts in time for Christmas, with some fun designs.

Facade Boutique

(We love what they’ve done with their website and we love that Rosie the owner’s dog visits the boutique!)

1. Have you always worked in fashion?

No!!  I lived and worked in Melbourne for 25 years and flew as air crew for Ansett for 23 years. Always had an interest in fashion and also exposed to fashion on my world travels.

2. How did Facade come about?

The business opportunity presented itself when I returned to Perth to live after being in the East.

3. What are the things you value most in your business? What makes Façade special?

My wonderful staff and our beautiful customers.  Façade is special as we form a personal relationship with our customers as personalised service is our priority.  Being a small business and all staff involved with the buying we have the opportunity in selecting specific garments and key pieces for our customers.

Inside Facade's Bayview Terrace store

4. Who are your favourite designers/features in your stores?

Mela Purdie for our Travel Wear

Brax, Betty Barclay and Michelle – all labels from Germany

Frank Lyman who is a French Canadian designer

And of course we offer quite a few more labels in store

5. Any plans/events/projects coming up?

We have just had a Mela Purdie workshop but we do have our Annual Fashion Parade in April every year and all proceeds collected are donated to the Cancer Council of WA.

We have a Spring Market Day coming up in Old Theatre Lane and is being held on Saturday 8th October in Old Theatre Lane and all the shops are participating in some way.

Bluebird Vintage

(We love this Aladdin’s cave of vintage wonders.)

My partner Steven and I have been hunting and collecting for almost 10 years now, and we finally decided last year to hang up our shingle as Bluebird Vintage, purveyors of vintage goodness! We called the shop Bluebird because of my penchant for enamel bluebird jewellery, and it’s also a sailor tattoo to symbolise distance travelled .. which I like, seeing as we procure unique items from near and far.

My experience is predominantly antiques and collectables, but my love for vintage fashion has taken over the shop, so Bluebird has ended up an eclectic mix of pretty frocks, retro homewares, old world curios and pop culture kitsch. We don’t have a great deal of space, but I think the stock is really well-selected, with emphasis on sought after items like1950′s dresses, 1950′s Ray-Ban cat’s eye sunglasses, deco lucite bags and costume jewellery.

What I love about vintage clothing is not just the sustainability and recycling aspect, but the fun and romance attached to finding and adapting these one-of-a-kind gems to your wardrobe. It’s like the clothes themselves take a little trip, changing along the way with different owners. There’s such nostalgic charm in the tailoring, fabulous fabrics and also provenance of vintage clothing, from a delicate beaded 1930′s gown to a bedazzled denim 80′s playsuit. It’s awesome, and if the fashion industry’s current love affair with retro-styling is any indication, old is the new new!

Tiny wonders at Bluebird Vintage

Behind the scenes at a fashion shoot

As New Work Photography specialises in fashion shoots for local and emerging  designers and stylists, we are often involved in a lot more than just taking the photos –  often we design the concept, source all the required elements, coordinate the day and  assist with the use of images in the final website, lookbook or brochure, too! Here are  some of those behind-the-scenes elements from several of our recent shoots.

After consulting with the client to pinpoint what they’re after, we develop a creative concept for the shoot that matches their brand – whether it is for an emerging label, a fresh look for their business or a website revamp. We then source a location, models, a stylist, and sometimes clothing, costumes and props for the photoshoot.

Here we are shooting in a warehouse sourced to suit the client’s minimalist, modern brand.

This shot for Jazally Beach was taken at a bar in Fremantle.

Before shooting begins, clothing and accessories are chosen in sets for each look and set aside. The models change into their first look and have their hair and makeup done, which can take an hour or more!

Here the stylist is sorting through clothing for various looks for the Image by Jennifer shoot.

These models are being prepared for the Caldi Design shoot.

There’s a lot of waiting around during prep time!

Backstage at the New Work Fashion & Photo Night

Once models are ready they undergo test shoots so the photographer can test the light and set up the framing. This is a good time for the photographer and model to test how they will best work together – for example, for highly choreographed images the models will be given lots of direction; other times they are given a few hints and then asked to improvise! A good model can adapt to both, and a good photographer is able to put the model at ease and communicate his or her expectations clearly. During shooting time, the stylist and makeup/hair artists often step in to do touchups and make adjustments.

Hair and makeup artists step in to ensure models stay photo-ready.

Once the photoshoot is over, images are sorted and edited ready for the client’s use. As most good photographers try to get it right in the camera, post-production work will often just involve a few basic touch ups and image resizing… however, this can still take hours, depending on the volume of work. Sometimes images are stylized to create a particular effect that will suit the final destination of the photographs.

This image was given an ‘electric’ look to modernize the photograph and add interest.

Thanks for taking a look behind the scenes at New Work Photography!

At the NW Fashion & Photo Night

Everyone dressed to impress at the NW Fashion & Photo Night on 10th March 2011, an evening of glamour, creative expression and networking organised by New Work Photography.

Canton Lounge Bar was the perfect setting, with a stylish lounge, exceptional service and food and drinks flowing. The red carpet was rolled out to greet guests and later doubled as the runway for the Caldi Design fashion show.

The show featured classic and new garments from up-and-coming Mt Lawley designer Caldi Design, looking to Australia’s Autumn, with both muted and bold colours in a range of edgy styles. The garments were complemented by jewellery by local designer HM Sass, and suede ankle boots by Betts. Hair and make-up styling was by Changing Faces Makeup, and among the models were those from WA’s own Cantik Models.

Guests also enjoyed an exhibition of art and fashion photographs by New Work Photography’s director Julissa Shrewsbury, with proceeds of sales going to the Global Good Foundation, a local charity empowering women from backgrounds of domestic violence. The guests were also treated to New Work Photography’s signature Style Shoots, a glamorous form of entertainment using photography. To top it off, some lucky guests received beauty prizes from Eve Organics.

Check out some behind the scenes, runway and Style Shoot photos below. If you had your Style photo taken on the night, for a limited time you can view the gallery and choose images to purchase here. You will need the password emailed to you!

Spotlight on Designer: Caldi Design

Pieces from emerging Perth label Caldi Design will feature in a fashion show and photography exhibition at the NW Fashion & Photo Night, Thursday 10th March 2011. Tickets available from New Work Photography.

1. Tell us about yourself.

My background is a bit unusual with my mom being from Morocco and my dad from Germany. In my early childhood we constantly moved between the two countries before settling permanently in Germany. Growing up with these totally different cultures contributed a lot to my view of design and fashion.

2. What inspired the creation of Caldi Design?

This is very simple and said by a lot of designers. I simply don’t find the clothes I like to wear in shops and always crave for something different and unique. Naturally I love designing and sewing and therefore my label was born shortly after I graduated from fashion school.  

3. How would you describe your garments?

I like to think of my garments as objects that are interesting and unique. They carry formal elements like structure, texture, contrast and yet emphasize femininity. Categorising them I find difficult, however they are best described as urban art wear. All my clothes are very wearable with attention to detail and versatility. I never follow trends, but try to develop unique designs that I find interesting to wear. My garments often have unusual details, can be worn in various ways and have strong colours.

Caldi Design shoot by New Work Photography

4. What inspires you when creating a garment?

Often it starts with the fabric itself. When I go out looking for fabrics I often have no particular design in mind. Mostly the fabric ‘tells’ me what to do with it – I don’t just see rolls and rolls of cloth I see tons of ideas and possibilities what to do with it.

A new collection usually starts with an idea, observation, image or anything that might interest me. After the first one or two designs are made, they then lead me to the next piece and so forth.

5. What are your plans for 2011?

To continue to nurture my label by doing what I love doing, developing as a designer and have my range more visible locally. 

Working it at the warehouse

It always seems to be 40 degrees when I’m doing a fashion shoot and the photo session for Caldi Design was no different. We were grateful for a roof over our heads – a fabulous warehouse on loan to us from Pro AV Integration (a cool company that installs audiovisual equipment in bars, shops and more). Outside storm clouds were building from the cyclone out at sea, but we got the shoot done and the equipment and garments packed away before the downpour began.

We made a hot (pun intended) little team as we sweated it out to create a dramatic fashion shoot – the designer and I, plus stylist Cara from Changing Faces Makeup and models Kirsty and Simone from Cantik Models. It’s great to work with other professionals who are passionate about what they do – we bounced ideas off each other and worked in sync. Thank you to these great girls and to our friends from Pro AV Integration!

Caldi Design garments will feature in a fashion show at the NW Fashion & Photo Night - tickets available now on the New Work website. There will also be an exhibition of New Work’s fashion and art photography (including photos from the Caldi Design shoot) at the event, with all proceeds from sales of limited-edition prints going to the Global Good Foundation, which helps women from backgrounds of domestic violence.