I asked my friend Sarah Taylor the brilliant designer from AVE. to do a little interview for me and she graciously obliged!
1. So Sarah tell me what is your earliest memory when it comes to clothes
- my older sister used to dress me up in crazy stuff, using my mum’s fancy scarves as dresses & then trying to replicate the evening look on my younger sister…I was about 5
2. How old were you? And how did you realise that working in the fashion industry is what you wanted to do?
- when I was about 15 I knew that I had to be a fashion designer. I heard that the only place to go after high school was the Fashion Design Studio, East Sydney, I only then realized how tough it was and how hard you had to work. But I only ever wanted to design, I didn’t consider anything else.
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| AVE. SS14 Lookbook |
3. What work in the fashion industry did you do before deciding on creating your own line? And what has been the highlight of your career so far?
- Straight from graduating from East Sydney I started designing for a Australian cult brand, followed by a year in New York then coming back to design for a large Sydney fashion label. After many years of designing for other people, I finally was encouraged to start AVE. which was the highlight for me.
4. More and more people are starting to study fashion, where and what did you study? In your opinion is a formal education vital in this day and age? Or do you feel practice and constantly producing can be just as effective?
- The Fashion Design Studio, East Sydney (now at Ultimo TAFE). I went straight from high school to completing the full time fashion design certificate course initially then the full 3 years of the advanced diploma course.
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| AVE. SS14 Lookbook |
5. What were the major hurdles and problems you had to overcome on the road to starting your own line? If you could go back would you change anything, or are you happy with how it has progressed?
- AVE. has evolved naturally which is how I wanted it, over night success is amazing however I am looking for longevity…
My first collection I spent close to 8 months creating which doesn’t happen twice, I went all out and had fabrics and trims custom dyed at a top supplier and digitally printed all in Sydney. I have no regrets, however I am more budget conscious now, I discovered that focusing on a few elements rather than trying to do everything straight away is important. Design, fabric and construction quality are my focus, which is why I only produce in Australia regardless of expense.
6. As an aspiring designer are you looking to follow trends as dictated by other designers? or trying to do your own thing? Do you find yourself more critical of other designers or more accepting of there work due to your experience and education?
- I tend to do my own thing. Sometimes I create something that can accidently fall into a trend however I don’t really follow trends when I design. There are of course designers who I love and look up to regardless if it has a different aesthetic to AVE. I wear their clothes and yes, of course I am critical as I would also expect others are of my designs. It is important to take on criticism in order to learn and evolve as a designer. Not everything is a success but that is part of the process.
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| AVE. SS14 Lookbook |
7. What advice would you have for anyone who is wanting to create their own clothing line?
- Patience… With fashion being so accessible now everyone wants to have a go at having a label that can be a good and a bad thing. My advice would be, if you want to do it, do so properly.
8. Fashion at the moment is incredibly versatile, what are your favourite and least favourite trends/looks for the coming summer season? What is your favourite piece of clothing you have produced?
- I am all about transeasonal clothing. People travel so much these days and the seasons are less predictable. I love summer layering, good quality fabrics and I love contrasting hard/soft elements.
Probably a piece from my latest A/W collection, the Tunnel Vest; its perforated suede and leather, a real statement piece but also quite classic.
I’m looking forward to the colder weather so I can wear it out.
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| AVE. SS14 Lookbook |
9. If you could do absolutely anything in fashion right now, what would it be? Or what would you do if you could do anything with the AVE label?
- I would love to make a huge collection with every element I ever wanted to use! Just got nuts…
I love clothing but I also love shoes. I would really enjoy designing a collection with shoes & bags.
10. In an Ideal world Sarah where would you like to see yourself and the Business in 5 years?
- Ideally being based in Sydney and New York, creating 4 collections per year, to have stockists in Australia, US, UK, Asia, Europe and opening the first AVE. concept store.
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| AVE. SS14 Lookbook |
11. And finally we are coming into the summer season, what should we expect to see in the next few months from yourself and your clothing?
- S/S 2015 is going to be slightly more feminine than previously, a little softer but still using masculine notes.
I have recently developed plans to enter the Asian market and launching in China. So the next few months are crazy but we are developing AVE. into a global brand which is really exciting new chapter.
Instagram: http://instagram.com/a_v_e_
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