Interview - Neo Dia Part 2

In Part 1 of my interview, we heard about Becky and Gavin's experiences starting up their label. In Part 2, we learn more about their business and what is coming up for Neo Dia.

6. In the past few years, a lot of new and established labels have had to stop designing. The retail industry is struggling and it’s difficult to break in as a new label. What support would you like to see from the industry and government for up-and-coming designers?

Mentorship, grants, small business seminars. Most people in this industry are extremely creative and lack in the business management side of the label. When starting a label many young designers have the skills and talent but are unsure about dealing with investing and business. Unfortunately, some make big investment mistakes and i think this is the area up-and-coming designers need the most support.

7. Having an online presence has become common for designers when promoting their label. You already have a Facebook page, how else are you planning on using different media to engage with consumers and promote your brand?

An online presence is extremely important in our industry, as it allows us to present our label to the world at the touch of a button! Even though we have a website for our label, www.neodialabel.com, it is definitely our Facebook page which gets the most clicks! As well as it is the easiest way to connect with our fans. It's crazy to think that we were actually discovered by Vogue Italia and Modefabriek through our facebook!

In regards to other media we might use, we would love to do some “guerrilla” marketing which would be a lot of fun to execute.

8. You use a range of beautiful fabrics for your designs. As an up-and-coming label, what are some of the challenges of sourcing materials, without pushing the costs of your pieces up?

The use of high quality fabrics are extremely important to us and a core element of our label aesthetic. It is a reality that this places our product at the higher price spectrum of the industry. However, we believe that our customer is willing to spend that little bit extra on quality for a beautifully crafted garment. In return, we always make sure that our fabrics are of the highest quality and source gorgeous European fabrics to make sure that our customer loves the investment in our garments.

9. Who would you most like to see in Neo Dia and why?

We would love to see Cate Blanchett and Daphne Guinness in our ready-to-wear but we would kill to create an Avant-Garde piece for Lady Gaga. These women are huge advocates for unique fashion and have a bold and exciting style and it is this confidence which we believe is very true of a "Neo Dia Woman".

10. What’s next for Neo Dia?

We're in the throws of the initial design and development phase of our next collection. We've got a few exciting opportunities coming up in the next few months with LMFF and more international press. Ultimately we really want to keep the label building and focusing on each collection and building and experimenting with art and fashion!

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Thank you to the talented Becky and Gavin for taking the time to answer my questions! Neo Dia has an amazing future ahead of it and I wish you both all the best. 

Visit Neo Dia's website here.

Check out Neo Dia's Facebook page here.

Check out Neo Dia's amazing Lucid Construct collection:

Images courtesy of http://neodialabel.com and http://allaboutthestyle.blogspot.com

Interview - Neo Dia Part 1

Neo Dia is an up-and-coming label doing amazing things not only with material, but on the Australian and international fashion scene.

Started by RMIT graduates Becky Chua and Gavin Lowes, Neo Dia take their inspiration from art, architecture and academics. 

Neo Dia derived its name from the word "Neo" meaning "new" and "Dia" taken from the word "diametric" referring to lines and shapes. When you see Becky and Gavin's amazing designs which push the boundaries of geometry and construction, the name Neo Dia fits perfectly.

I was lucky enough to interview Becky and Gavin who have been working on their much anticipated new collection to learn more about their experiences in the fashion industry.

1.You both met when you were studying at RMIT and went on to start Neo Dia together. How has it helped having a partner in such a competitive industry?

It really makes a world of difference to have a co designer! We both push each other strive in the development of the range, as well as offer a different slant on an idea the other may not have thought of by themselves. It is also extremely comforting to have someone you trust to discuss and nut out problems as they arise. Finally, two heads and four hands are definitely a plus when there is a collection to be finished!!

2. Your designs are very unique, featuring dramatic pleats that create interesting silhouettes. How do you ensure your designs are creative enough to stand out, but are still wearable for consumers?

We spend a lot of time in the development stages of techniques that we use in the collection, such as pleating and folding. Through experimenting all the facets of shape and movement then we understand how to apply it to garments.

3. Your label has gained international recognition. You recently showed your designs at Amsterdam Fashion Week and were one of 6 Avant-Garde designers selected worldwide to show on the ‘Cutting Edge Platform’. Have you found the response to your label from the overseas’ markets different to that of the Australian market?

The response from the overseas market is quite different from the Australian market. However, when you think about it, each individuals reaction to our collection is different from the next person!

Generally, when we were in Europe, many buyers, editors and bloggers commented on how light and refined the garments and collection was.

I think that the overseas market, particularly Europe, has responded in a much bigger way to our label. For example, sponsoring us to show at Modefabriek, Amsterdam fashion week, and we have also been on the Vogue Italia website before we've even graced the pages of an Australian magazine!! I think this is partially because we're from the other side of the world and have a very unique aesthetic which they are intrigued by, and they are more inclined to take a punt on an emerging label.

Neo Dia's bright yellow cape and dress from their
Rhythmic Algorithm collection featured at the MSFW Media Launch

4. You launched your first collection Lucid Construct at the Melbourne Spring Fashion Festival in 2010. What were some of the challenges you faced presenting your first collection at the Festival?

We spent most of our effort on how we would present our label. Since we only had one shot to launch Neo Dia, we wanted to do it right. That meant we wanted our product and look book to be of the highest quality. We want to that our amazing stylist Jam Baylon, for helping us achieve amazing photoshoots which ultimately help us to stand out and to be taken seriously by many industry giants.

5. Fashion is a competitive industry. What are some of the business challenges you have faced starting a label?

When starting a label, there are so many things to think about regarding business. Do I invest my time and money in a website, manufacturing, advertising, or do I delegate to an agent and consultants, etc. I think that most challenging part about business is knowing what to do first and what you can think about later. We have been very blessed to have an industry mentor whom we can ask questions in the moments when we are overwhelmed, but also when we're not doing something that we should be!

Stay tuned for Part 2 of this interview!

Check out the beautiful garments from the Neo Dia Rhythmic Algorithm collection, which was inspired by music.

Images courtesy of http://neodialabel.com, Neo Dia and www.twitter.com

Interview - Benah Part 2

Brenda with her equally talented partner
Ben Briand 

In Part 1 of my interview with the lovely Brenda Harvey we learnt about her background and what inspired her to start her own label. In Part 2, Brenda tells us about some of the challenges of working in a competitive industry such as fashion.

6. You have chosen to produce your pieces in Australia. Why have you decided to do this, and what are some of the advantages and disadvantages of doing so?
All our leather pieces are 100% Australian Made. This has been a conscience decision from the beginning. Starting off as a small business it is important to set the standard you believe in and be consistent. I have a wonderful relationship with my craftsmen, who hand cut and hand make each bag, belt and so on. 

Having pieces produced in Australia allows me to control the quality, remain exclusive and produce smaller runs for my boutique clients. For me the advantages outweigh the disadvantages. The only thing being that 100% Australian made is reflected in the price, but you get what you pay for. I make it a priority that my pieces are accessible, and that you are getting timeless quality and great customer service. 

That said, I do have pieces that are produced off shore by specialist crafts people that specialize in their fields. All our cashmere is woven in Mongolia by a company that only deals in Cashmere yarn. The Scarves are made in a factory that only produce scarves. They are experts at what they do and this shows in the finished product. I am very quality focused and love seeing the finished product I am proud of.

7. Focusing on the business side of a label is essential to achieving success in a competitive industry such as fashion. What have been some of the major business challenges you have faced since starting your own label?

Everything is challenging when you first start out. But I have been lucky to work in the industry for a number of years so have learnt from others mistakes and gained from some amazing experience. 

The new Benah Nico bag

Some of the biggest challenges have been stock standard business 101; managing cash flow, sustaining growth, meeting demand. Challenging but overwhelming, things that come hand in hand with being a small business owner. Also having a baby 11 month ago certainly came with its challenges but my little girl Milla makes every day more wonderful so I wouldn’t have it any other way.

8. You have decided to focus on expanding Benah into Europe and America. Why have you chosen to target these particular markets?
Exporting has always been a part of the bigger plan. I think it helps to build brand awareness here in Australia as well as opening you up to a much bigger market. As previously said, with the digital age well and truly here to stay, reaching a global audience is much easier than it use to be. The Benah atheistic seems to resonate with the European and American market so it seems like the logical step. We have also started exporting to Japan this coming season.

9. What do you believe are the major issues facing up-and-coming labels in the fashion industry today?

People have to remember that they are small business owners and that this will take up 90% of their time, the other 10% if you are lucky will be designing. Every business decision that you make in the formative years will impact on how creative you are able to be in the future. Sustaining growth and managing cash flow are basic business skills but can sometimes be overlooked in the creative fields. Believing in what you are doing and having faith in your decision making can be hard when starting out so it is important to have a great support network who believe in the project as much as you do. Australia has some of the best support systems for young designers so if you don’t know how to do something or are just unsure, get an expert into help.

Staying true to your vision and making sure you are customer focused is important. You can produce the most amazing collection in the world but if no one is buying it than you may not be able to produce the next.

If there is one piece of advice I continue to give, it is to always appreciate and respect your staff. Without them, the day to day running of your business would be very very hard. It is easy to lose sight of this when you are all working so hard. But remember, to them it is just a job so give them a reason to make it more than that.

10. What do you have planned for Benah over the next five years?
So many things! Benah has just been signed to an amazing PR agency in LA so the next 5 years should be action packed. Exciting collaborations, bigger collections and more of the same. It makes me excited just thinking about it!

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Thank you Brenda for taking the time to give us an insight into the challenges of starting a label. It sounds like Benah has a lot of exciting projects in the works and I look forward to following your success over the coming years and seeing more of your beautiful designs! All the best!

Check out Benah's website here.

Follow Benah on Facebook here.

Follow Benah on Twitter here.

Check out Ben Briand's fantastic work here.

Images courtesy of http://blog.thedepartmentstore.co.nz/

Interview - Benah Part 1

After working for two of Australia's most popular fashion labels, Lover and Kirrily Johnston, the talented Brenda Harvey decided to channel her energy into creating her own line of luxury accessories under the label Benah, her childhood nickname.

Stocking in boutiques such as Incu, and online stores such as My Chameleon and The Department Store, Benah is quickly gaining in popularity.

After catching my eye with her Kodi Mini Bag which is fast gaining cult status in Australia and overseas, I wanted to learn more about this talented designer and her experiences in the fashion industry.

1. Benah is your long term passion project realised. Why did you decide to pursue a career in fashion?

I always knew that I would work in a creative industry, and that I always wanted my own thing. Working in fashion was a natural progression of things that just came together. At school I was drawn to graphics and architecture. Even today if I wasn’t working in fashion I think that I would be an industrial designer. Moving to Sydney was a big turning point for me and opportunities came my way, which made the dream of having my own brand more of a reality.

2. You have decided to focus your label on accessories such as beautiful scarves, belts and bags. What was your decision behind doing so?

I come from a garment background so accessories were not the obvious choice. The more I thought about creating my own brand the more it just felt right. I love accessories and the freedom they allow you to have. From a business point of view it was something I could produce at a certain level of quality while still making an accessible product. 

3. What are some of the things that you have discovered in your nomadic upbringing that have inspired your designs?

I think travelling a lot even though you tend to be surrounded by people, can be quite isolating. I learnt from a very young age that it was ok to enjoy you own company and essentially be alone. It taught me independence. Growing up in the country you really needed to make the best of what you had. You are definitely your most creative with limited resources. This has come in very handy when starting a small business! My upbringing has shaped me as a person and defines my creative process, which in turns flows into the design of each piece.

4. You have collaborated with your partner, film-maker Ben Briand for your SS 09/10 campaign Castor & Pollux and your SS 2011 campaign Living/Light. How did these collaborations come about and how have they helped your brand?

I really encourage and enjoy the collaborative process. You learn more when you are open with your ideas and share your knowledge and experience. I once read that the more you’ give away’ the more comes back to you. I really believe in this.

Ben is a very talented man and also my future husband so I am very lucky indeed. I love all the films and imagery we have done together and even looking back on it now, being a few years old, I still love them and they don’t feel dated as a lot of other fashion imagery does. It has given Benah a point of difference, which is very important in this industry.

5. You have a Facebook page for your label and you have an online store for your products. Why do you believe it is important to have an online presence for your brand in this day and age?

These days having a digital footprint isn’t so much an option it is a necessity. You connect with your customers directly and you are able to foster a global brand. There are no boarders, time zones have no meaning and the seasons are all blending into one.  As online shopping has firmly cemented itself as the next retail frontier, keeping up to date and being relevant is so important. It’s a big wide world out there with so much potential. The possibilities are endless.

Stay tuned for Part 2 of this interview!

Images from Benah's You Promise Me collection taken by Ben Briand:

Images from http://thebenah.com.au, http://stylemeromy.com, Brenda Harvey

Désir du jour - Nicola Finetti

Jennifer Hawkins in custom
Nicola Finetti

With a design philosophy that aims to create designs that allow women to express their individuality, femininity, invention and strength, one of my favourite designers Nicola Finetti has established a successful career in a competitive fashion industry.


Born in Italy, Finetti studied architecture before moving to Australia in 1992. Finding it difficult to find work as a architect due to the language barrier, Finetti started studying fashion and design and marketing fashion from experts Richard Tyler and Romeo Gigli.


In 1995, Finetti launched his namesake label. With his background in architecture influencing his structured and unique designs, Finetti soon gained a loyal following.


In 2002, his work was bought by the Powerhouse Museum for their permanent collection and exhibited from April to June 2002 in an exhibit called "Sourcing the Muse".


In 2003, Finetti launched Nicola Finetti aXessory. In 2004 Finetti released his successful diffusion line Nylon Flocks, which is stocked in Australian retail giant Myer.


If you're looking for a little black dress but don't want something too boring, then look no further than this Nicola Finetti Halter Layered Organza Disk Dress. Available for $514.80 from Finetti's eBoutique, the beautiful layered skirt adds a feminine touch to the fitted bodice. Perfect for a night out with boots or colourful heels, this dress can be worn in the cooler months with a fitted jacket and opaque tights.


Information sourced from http://www,nicolafinetti.com
Images courtesy of http://www.nicolafinetti.com/e-boutique and http://primped.com.au