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Speaker 1: You're listening to Amma Mia podcast. Mamma Mia acknowledges the

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Speaker 1: traditional owners of land and waters that this podcast is

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Speaker 1: recorded on. Whoever said orange is a new pink with

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Speaker 1: seriously disturbed.

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Speaker 2: Laurels for spraying groundbreaking?

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Speaker 3: Oh my god, you have.

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Speaker 2: To do it.

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Speaker 1: You live for fashion. Hello, and welcome to Nothing to Wear,

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Speaker 1: the podcast that solves fashion problems and levels up your wardrobe.

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Speaker 1: I'm Lee Campbell and every week I chat to an

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Speaker 1: expert who helps us work out how to get more

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Speaker 1: out of the clothes we already own and tells us

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Speaker 1: exactly what is and isn't worth adding to our wardrobe. Now,

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Speaker 1: in case you missed it, last week, I got to

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Speaker 1: chat with Lucinda Perquat, a true expert in trend forecasting,

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Speaker 1: and we got to the bottom of what really makes

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Speaker 1: a brand call. Lucinda had so many incredible insights that

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Speaker 1: I had to ask her back again. We couldn't fit

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Speaker 1: it all in one episode. So this week we're unpacking

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Speaker 1: how to actually find these cool underground brands. Endorsements add

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Speaker 1: to the it factor, and of course we're going to

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Speaker 1: finish off with Bougie and budget and this week it's

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Speaker 1: Cool Brand addition, how do you discover all these newer

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Speaker 1: upcoming brands? Is it your algorithm? I mean, I know

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Speaker 1: it's your job, but call feels underground and a bit secret.

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Speaker 1: So how do you find what ends up on your radar?

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Speaker 3: It's just algorithm, but reading as well, and also just

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Speaker 3: choosing a category.

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Speaker 2: So recently I've been spending a bit of time on

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Speaker 2: surf culture.

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Speaker 1: You're so funny with your categories. You choose shorts for

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Speaker 1: the week, for the week, I mean, it's quite clever

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Speaker 1: rather than my scattered thoughts.

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Speaker 2: But then, but I am such a TYPEB person. I

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Speaker 2: know I'm sounding a little bit ach No.

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Speaker 1: I like that, So you'll go deep on it, like

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Speaker 1: on subset, Yeah.

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Speaker 3: And discover people because this is going back to that authenticity.

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Speaker 3: You can't fake being part of that subcultural brand. So

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Speaker 3: I actually think there's an opportunity, a niche within someone

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Speaker 3: creating an Australian surf around at the moment. And just

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Speaker 3: because I identify that doesn't mean I'm necessarily the right

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Speaker 3: person for it. No, because I don't know anything. I've

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Speaker 3: bought a surfboard once watching Crush, never used.

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Speaker 1: It, so that leads me to this. I think you've

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Speaker 1: answered it in your opinion. You can't manufacture coolness.

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Speaker 3: It's like the marketer or the consumer, so you can.

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Speaker 3: I don't think it's going to be as successful or

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Speaker 3: most likelihood of it succeeding. It has happened. So for example,

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Speaker 3: slightly off category, but an espresso. I always love using

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Speaker 3: this as an example. They're capsule pods. They've got George Clooney,

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Speaker 3: big budget behind them. Him is the face in terms

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Speaker 3: of the product. It's not like the best coffee you

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Speaker 3: can get on the market. But using him and the

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Speaker 3: idea that sort of challenging different product idea and how

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Speaker 3: you use it made it cool and true.

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Speaker 2: Son.

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Speaker 1: Then when you go to a Westfield, you know how

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Speaker 1: the top floor is always the fancy boutiques in espresso

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Speaker 1: stores up there, like, which makes it feel premium. It's

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Speaker 1: positioning right.

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Speaker 3: Consumer ad is where it's coming from, that cultural relevance, so.

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Speaker 1: That's probably more authentically cool other than paying money to

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Speaker 1: buy a celebrity to make it cool.

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Speaker 3: That's right, and I don't think it's ever a last

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Speaker 3: forever New Balance. They were the ones like that was

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Speaker 3: a Daggy so Daggy? What was that movie with Ryan Gosling.

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Speaker 1: Oh why not crazy stupid love, crazy sexy love, crazy

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Speaker 1: stupid love.

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Speaker 3: Yes, so and he actually threw them over the balcony. Yeah,

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Speaker 3: because they were cool. Yeah, but it was from that

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Speaker 3: whole gorpe core. It was consumer lad. I remember it

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Speaker 3: was Leon and Lo DiCaprio was one of the first

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Speaker 3: people to wear it, and then Haley Beaver Bella hadid

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Speaker 3: started wearing this shoe and it was consumer driven, which

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Speaker 3: made it cool. Whereas Tom Henshaw, who's the director of

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Speaker 3: Lifestyle and Marketing in the States, he said he never

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Speaker 3: anticipated them popping off to be a thing, right, So

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Speaker 3: they were two thousand and six, were just soul inserts,

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Speaker 3: orthotic inserts.

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Speaker 1: Isn't that insane?

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Speaker 2: They didn't want to be cool, No, and.

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Speaker 1: Now they're pretty happy they are. We're going to get

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Speaker 1: into Bougian budget in a moment, because honestly, I could

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Speaker 1: talk to you for ten years. But that leads me

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Speaker 1: into my last question. Celebrities influences. You've just kind of

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Speaker 1: illustrated how that can make a brain and skyrocket. Do

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Speaker 1: you think that as a regular consumer listening? I mean,

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Speaker 1: some people love to emulate what people in the public

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Speaker 1: eye are wearing. Do you think that can be detrimental

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Speaker 1: to a brand if it feels like to product placement

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Speaker 1: or sold out. What role do you reckon Celebrities and

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Speaker 1: influences play in this space.

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Speaker 2: Yeah, a lot.

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Speaker 3: They play a huge role. We saw it with Crocs

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Speaker 3: even that was an example of like a daggy chow.

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Speaker 3: Do you feel about crocs? I've never worn them. I

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Speaker 3: don't know, mind eventually I tried.

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Speaker 1: I mean they're very comfortable. Unfortunately I thought it would

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Speaker 1: feel like walking in a bucket, but they're very comfortable.

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Speaker 3: Yeah, but it was justin Bieber. It was around that

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Speaker 3: whole functional style and trend. He was wearing the yellow

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Speaker 3: ones and that's sort of what took.

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Speaker 1: So.

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Speaker 3: Yeah, celebrities, whether it be naturally through their stylist or

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Speaker 3: themselves or paying someone to wear it. Back to Subie,

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Speaker 3: they've paid Kendall Jennet where there's but it's about relevancy

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Speaker 3: and that was a few years ago. But in terms

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Speaker 3: of maybe smaller brands and influencers, it's like do you

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Speaker 3: want brand awareness or do you want to.

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Speaker 2: Try and be cool? Because they're very different objectives.

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Speaker 3: If you want to seed out to every influencer, you

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Speaker 3: know it dilutes that brand identity of who you are, So.

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Speaker 1: The calls doesn't always equal cash if you're a business owner.

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Speaker 3: Right, yeah, So having maybe three muses and she if

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Speaker 3: they really live and breathe the brand, or however many

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Speaker 3: you want, and just they're the ones wearing your product, yes,

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Speaker 3: and you're right cool doesn't it's not necessarily commercially. It

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Speaker 3: can be, but it just depends what your objectives are.

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Speaker 1: Agreed. That's funny that you mentioned the seeding of celebrities.

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Speaker 1: I'm ninety nine percent sure it was Aaron with Triangle,

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Speaker 1: Aaron Deering who launched Triangle back in the day social

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Speaker 1: media was kind of very new, and she very cleverly

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Speaker 1: gifted every one of Kendall Jenner's friends, but not Kendall Jenner.

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Speaker 2: Yeah, the Kendall Jenner effect.

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Speaker 1: And then so Kendall was like what and then reached

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Speaker 1: out and was like hi, or maybe she bought some.

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Speaker 1: And then when Kenda wore them because she felt she

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Speaker 1: had fomo, bam love it.

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Speaker 2: It works so well.

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Speaker 1: I don't know what happened to thought of that. Also,

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Speaker 1: I hope these celebrities just buy their own bloody coats.

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Speaker 1: How do people get their address and how do they

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Speaker 1: go through all their mail?

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Speaker 3: There's also the other switch side of that, so if

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Speaker 3: you're really trying to curate a brand. Beckham Bridge this

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Speaker 3: was always like a story circulating around fashion, but they

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Speaker 3: saw when can you imagine a time when Kim Kardashian

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Speaker 3: wasn't cool and you wouldn't want her wearing your stuff?

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Speaker 3: So this would have maybe in two thousand and six,

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Speaker 3: Ish was wearing a Beckett and Bridge dress and they

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Speaker 3: contacted the stylist to say, can we not do that?

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Speaker 2: Because by brand so it can work both ways. You

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Speaker 2: want to be curating who's wearing your stuff?

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Speaker 1: Yeah, but you know what, if someone buys it wants

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Speaker 1: to wear it, you can't stop them. And good on that.

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Speaker 1: It's very expensive. How wondre the percent? Okay, so bougie

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Speaker 1: and budget. This is a really hard one to bring.

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Speaker 1: But we're going to bring brands that we think are

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Speaker 1: call mm hmm. Call is different to everyone. I mean,

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Speaker 1: my mum is almost eighty and we go shopping and

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Speaker 1: she goes, oh, I'm not going to that old lady's store.

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Speaker 1: She just loves seed and country road and jag and

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Speaker 1: to me on a nearly eighty year old. That's cool.

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Speaker 1: So Call is different to everyone, so true. Let's recommend

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Speaker 1: some brands that we think are call. Do you want

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Speaker 1: to start with something fancy or not so fancy?

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Speaker 2: I'll do fancy.

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Speaker 1: Yeah, let's go bougie too, Yeah, yeah too, give me more,

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Speaker 1: give me more.

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Speaker 2: The one I mentioned the Whales Bonner.

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Speaker 3: I think that's just a new if you're wearing it,

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Speaker 3: even in Australia, I don't think she's really over here.

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Speaker 1: Yeah, I'm going to go.

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Speaker 3: So she's interesting, same sort of price point. Maybe is

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Speaker 3: like an aerondearing.

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Speaker 1: Okay, that's fancy, that's fancy. But now but tailoring. Yeah, okay,

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Speaker 1: what's your other one?

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Speaker 2: My other one? This one's sort of playing into that storytelling.

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Speaker 3: Have you heard a redone where they redo an upcycle

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Speaker 3: Levi denim they're on I think they're on revol I

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Speaker 3: love this sustainability factor. Yes, but they just reshape old

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Speaker 3: Levi's and you're playing into that legacy.

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Speaker 2: You're buying into that lead.

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Speaker 1: Yeah, like heritage brand coolness.

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Speaker 2: But reshaping them and redoing them and then they're unique.

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Speaker 2: Ye're just that cool story behind it. So that's redone

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Speaker 2: that iss whatever.

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Speaker 1: Yeah, that's another good point is that the circular economy

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Speaker 1: has never been bigger luxury resale thrifting, and that is cool,

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Speaker 1: and you can't manufacture that really except for Redone the

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Speaker 1: works that out. But you know, you go into a

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Speaker 1: lot of stores now and there's even like a department

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Speaker 1: store there's a reloved section and it's just so good

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Speaker 1: because I think that is the epitome of coolness. Because

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Speaker 1: the items are unique, you're saving them from landfill, they're

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Speaker 1: generally more affordable.

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Speaker 3: That's I think the way in terms of trend forecasting,

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Speaker 3: where brands will need to go, they'll need to have

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Speaker 3: this sort of wardrobe higher section as.

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Speaker 2: Part of what they offer.

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Speaker 3: Yeah, I agree basically what we're all doing online with

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Speaker 3: Facebook Marketplace.

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Speaker 1: Yeah, Like I'm trying my hands at deep Off at

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Speaker 1: the moment. It's a minefield, but instead of selling stuff bystop. Yeah,

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Speaker 1: it's so good, all right. My Bougie is a brand

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Speaker 1: that I don't know how to pronounce. I should jwp

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Speaker 1: pie Pei. It is a brand out of LA twenty

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Speaker 1: eighteen I dis covered a few years ago. I was

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Speaker 1: actually overseas in a department store and because it was

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Speaker 1: the department store, I thought it was really expensive for

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Speaker 1: fancy handbags. And then again I went overseas last year

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Speaker 1: and I finally looked and I was like, these are

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Speaker 1: not as expensive as I thought. Now they're on the iconic,

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Speaker 1: so it's still expensive. Like I bought a beautiful fake suede,

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Speaker 1: but like big Olive Green beautiful bag, it came yesterday,

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Speaker 1: so there were around the sort of smaller bags are

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Speaker 1: like one seventy. Bigger bags are like two two fifty.

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Speaker 1: You look at their branding and it looks I mean,

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Speaker 1: they've got one point five million followers, so they're definitely

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Speaker 1: not underground. But it's just really cool architectural shapes, amazing branding. Also,

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Speaker 1: what's cool at the moment is not going and getting

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Speaker 1: your big logo or six thousand dollar bags.

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Speaker 2: I've seen that, aren't we Yeah.

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Speaker 1: It's almost the quiet luxury in that it's just a beautiful,

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Speaker 1: well made bag that might be one hundred dollars up

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Speaker 1: to you know, six hundred and seven hundred dollars. But

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Speaker 1: I feel like a lot less people are going for

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Speaker 1: that designer bag statement because it's not quote unquote cool budgets.

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Speaker 1: So what's cool for you in the lower end. This

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Speaker 1: is even harder.

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Speaker 3: I think I was gonna say, I was actually gonna

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Speaker 3: recommend someone I follow on deep hop.

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Speaker 1: Yeah, okay, great, Yeah, I'm gonna follow.

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Speaker 2: The way back where.

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Speaker 3: And I actually think this has become her full time job,

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Speaker 3: like just deep.

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Speaker 2: I've bought some really cool R. M.

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Speaker 3: Williams sort of shorts, like she's cut into bidmudle length shorts. Cool,

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Speaker 3: and I've bought a couple of other like I got

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Speaker 3: this raffler and playing into that whole country club vibe.

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Speaker 3: But it's not all preppy. She has some like nice

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Speaker 3: vintage things, and she's and she's Australian and yeah that.

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Speaker 1: Circular economy an Australian business. Really she actually travels the

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Speaker 1: world looking for things.

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Speaker 3: And she had this really cool denim jacket that had

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Speaker 3: an old ski pass in it.

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Speaker 2: From like the eighties. So there's some nice story and

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Speaker 2: isn't that a cool story? That's a story you want

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Speaker 2: to tell about.

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Speaker 1: It totally, And you know that's a brand of itself.

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Speaker 1: It's fashion. She's not making it, but it's still a

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Speaker 1: fashion brand and that's what.

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Speaker 2: She does with. Yeah, it's so way back where.

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Speaker 1: You're spending all my money, Okay, mine, I wanted to

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Speaker 1: bring something affordable, but it's hard to think of cool affordable.

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Speaker 1: There's a lot of amazing Aussie brands that are affordable.

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Speaker 1: And then I thought, you know what's different and unique

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Speaker 1: that's still in like this price bracket is verg Girl. Yeah,

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Speaker 1: I'm wearing I'm wearing their skirt this morning. I love that.

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Speaker 1: I go on to all the websites and like you

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Speaker 1: were saying before, everything feels a little bit same same Zye.

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Speaker 1: You know. You see, of course Burgundy is everywhere, but

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Speaker 1: you see the same sort of linens in summer from

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Speaker 1: all the affordable brands and this and thats Verge Girl

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Speaker 1: is Australian. I think my skirt was ninety nine dollars,

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Speaker 1: not that people can see what it is, but it's

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Speaker 1: a bit sort of bohemian. How do you summ It's

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Speaker 1: got personality.

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Speaker 2: Yeah, and I even a bit more like resort style.

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Speaker 1: Yes, it is resorts style. It's almost like if Dish

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Speaker 1: went on a holiday, if that makes sense. I do

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Speaker 1: get a lot of their stuff in summer, but even

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Speaker 1: in winter they do beautiful sort of like knit sets.

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Speaker 1: They are just like I'm just on their website.

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Speaker 3: Now, skirt, you're wearing reminds me of the og Glory days.

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Speaker 2: Alison'call. Yes, so it's this.

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Speaker 1: I'm wearing this floor length Maxi skirt with Sequini with

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Speaker 1: light blue. I had a guest to talk about this

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Speaker 1: skirt six months ago on the show and it was

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Speaker 1: sold out and then I stalked. I emailed them and

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Speaker 1: I was like, hi, and they're like, we're not getting

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Speaker 1: a back. It's only if their f there's a return.

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Speaker 1: They have sensory stopped because so many people wanted it.

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Speaker 1: And I literally checked to the website seven hundred times

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Speaker 1: a day and someone returned my size and I bought it.

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Speaker 1: But you know, I'm just on their website at the moment.

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Speaker 1: They've got really cool like beautiful widely lace pants ninety

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Speaker 1: nine dollars. I mean, I know, laces everywhere, but it's

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Speaker 1: just not that cookie cutter mass s brand that you'll see.

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Speaker 1: Everything's like a hundred bucks.

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Speaker 2: It feels fun.

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Speaker 1: It feels fun. It's personality, and you know, if that's

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Speaker 1: not your whole vibe, you just mix and match some

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Speaker 1: of their pieces with, you know, like I do with

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Speaker 1: my Zara and my h and m my Uniglow and

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Speaker 1: I just it's got a bit of personality. Love it.

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Speaker 1: You're a genius. You're like a walking branding encyclopedia.

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Speaker 2: It's so nice to be on here to talk about it.

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Speaker 2: I try to talk to my husband when he gets

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Speaker 2: home from I don't care about that.

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Speaker 1: My husband sells private health insurance. He tries to talk

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Speaker 1: to me about that.

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Speaker 2: That's worse.

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Speaker 1: Thank you for joining me. Will you come back again soon?

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Speaker 1: I'd love that absolutely love that was amazing. Thank you,

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Speaker 1: thank you, Thank you for listening to Nothing to Wear

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Speaker 1: And don't forget. There's a wonderful free newsletter that will

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Speaker 1: land in your inbox. Just go to the show notes,

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Speaker 1: click the link and sign up. See you next week.

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Speaker 1: This episode was produced by Molly Harwood, with audio production

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Speaker 1: by Lou Hill