Genevieve Er is the woman behind Australian fashion label, “This is Genevieve“. I spoke to Genevieve about the brand, her background and what comes next…
How did you get started as a designer?
I was given an opportunity to design for another label. It was the foot in the door that I needed, after that it was a lot of hard work and persistence to create my own line.
Have you always been interested in fashion?
Always! If I wasn’t a designer I would have found my way into the industry somehow, perhaps as a buyer for a store.
What made you choose the name, This is Genevieve? Is it a reflection of your own style?
The first collection I made was definitely a real reflection of my own style. I had dreamed of making that first range for so long and the name represented what I was doing really well. In 2012 we are moving forward with the labels evolution and have now incorporated the nick name TIG which many of our customers and team have fondly used into the brands logo. The label is no longer just a representation of me but a team of wonderfully hard working individuals.
What kind of women do you design for?
Women who want to stand out from the crowd for all the right reasons, they are style savvy without being contrived, i think the fact that our designs originate from Australia mean that our collections are fresh and unique in the global scheme of things. There is a sense of fun in each piece whilst remaining quite laid back in attitude, characteristics that are quintessentially Australian.
The brand is still relatively new but has had much success already, what would you attribute this to?
The right team, there are always ups and downs but its the hard work of the entire team that attribute to the success of the label from the sales, pr, design, production, delivery and administration. It’s a complete team effort.
What can you tell us about your Summer collection?
Our summer collection ‘Underwater Love’ is packed with colour. We took our inspiration from the sea so a lot of the colour themes were taken from the coral and the ocean. There are some beautiful lace items in vibrant lemon and orange, we have used fluoro as a highlight in our coachella print as well as blocking colour for our shirt dresses. We have a beautiful and quite serene aqua print that is my personal favourite and our trademark denim shorts come in an array of new prints and colours.
Where do you get your inspiration?
This collection is inspired by the ocean, the beautiful coral reefs and the spectacular colourful fish that inhabit reefs.
Do you follow trends or prefer the classics?
Both! classic’s like denim shorts are always going to be a staple in my wardrobe but when you want to stand out from the crowd a new hot frock is always going to make you feel pretty special.
What are you wearing right now?
Our Paradise City shorts in coachella print and our power of two shirt with blocking fluoro and these amazing senso flats.
If you could have lunch with one designer, who would it be?
What’s next for Genevieve Er?
We are about to launch an exclusives range on our online store. These will be limited numbers of items which are going to be available exclusively to our online customers. I am really excited about this project.
What does being a woman mean to you?
Being a woman means we are good at some things and excellent at others! 🙂