Hey Georgia, Welcome to Melbourne!
Let’s start with why you’re here… Tell me, why the move to Melbourne? And how important is it for AFL to have a presence in the fashion industry here?
Thanks for the warm welcome Liz! This will be my fourth year at Australian Fashion Labels, and it has been an extremely busy and fun ride! Our Directors Melanie and Dean approached me about setting up a new press office and showroom last year. It’s really important for us to have a presence here in Melbourne, this city is filled with creative and talented influencers, there is always so much buzz and we also wanted to focus on our exciting new relationship with MYER. It’s handy to be that step closer to Sydney as well, as I frequently visit for events and press showings! I am in love with the city and it’s been amazing so far, I’m also ecstatic about living in the same city as all of my siblings, nieces and nephew too!
I always find the journey as important as the destination, so tell me a little about your personal journey so far. How did find yourself working at AFL to begin with? What were you doing before?
I have always loved fashion and styling and after completing my media degree and working in retail, I definitely wanted to learn more about the Fashion Industry. I interned here in Melbourne and then was offered the Sales Assistant position at our AFL Head Office in Adelaide. I learnt so much about the industry, our labels and clients in this role.. and having this background really helped me in my department today. A year down the track, I was offered an amazing opportunity to start up our new in-house PR department. The first year was extremely intense and exciting and I am so proud of my team and what we have achieved.
You’ve now been with Australian Fashion Labels for many years and shown and have pitched over 100 collections, with all that experience you must be able to predict the ‘must have’ items for each season. What is on your Australian Fashion Labels hit list so far for 2016? Talk us through your most loved pieces, colours, styles and trends so far.
Yes, previewing all of our upcoming collections is definitely bonus, as I can recognise new trends early. Right now, you’ll still see me lusting over pleating, neck ties, blush tones and anything off the shoulder!
There are ‘must have’s’ and then there are those pieces that speak directly to our personal style. Can you talk us through the 3 looks we are shooting today? What labels are you wearing? And how important is it to stay true to your personal style?
It is really important to stay true to your style and wear what you love. I always try to include a unique item to complete a look, whether it be a vintage or investment piece to make it ‘me’. I really like these three looks in particular as they showcase different sides to my personality!
I am a huge fan of C/MEO COLLECTIVE… and this outfit is one of my favourites to date. I’ve always loved styling, layering and playing with different shapes. As mentioned above, I am all over the pleats right now! The neck tie I am wearing is actually from a pair of Finders shorts we have coming in April, loving that stripe.
This is a weekend look for me.. I definitely fit right in to Melbourne here #allblackeverything. I’m wearing my Acne leather jacket – which, years later is still my favourite wardrobe staple and you can’t go past a classic pair of RM Williams!
We all love influencers and are constantly looking for beautiful new people to follow on instagram. Who are three stand out Australian influencers who follow you right now?
It’s extremely hard to have favourites as I am so proud of the number of outstanding influencers we have here in Australia and the creatives that I have been lucky enough to work with on this journey. To mention a few, I am loving every single post by Carmen Hamilton (@ChroniclesOfHer_),@NadiaFairfax (Fairfax Journal) and I can’t go past my sister Elleni, her Instagram @PartyWithLenzo is incredible #proudsister.
What’s next for the AFL Melbourne showroom?
Now that my showroom is set up, I am keeping busy with appointments everyday. Our focus for the next few months is on VAMFF as we are involved in the SHOP TIL YOU DROP, GQ and MYER runways. It’s also great that our PR team has grown in both Adelaide and Melbourne. With an extended network now here on my doorstep, this year will create new and exciting opportunities for AFL.