1 00:00:10,705 --> 00:00:13,425 Speaker 1: You're listening to Amma Mia podcast. 2 00:00:13,945 --> 00:00:17,465 Speaker 2: Mamma Mia acknowledges the traditional owners of land and waters 3 00:00:17,505 --> 00:00:22,065 Speaker 2: that this podcast is recorded on. Whoever said orange is 4 00:00:22,065 --> 00:00:23,825 Speaker 2: a new pink with seriously. 5 00:00:23,425 --> 00:00:27,785 Speaker 1: Disturbed laurels for spraying groundbreaking? Oh my god, you have 6 00:00:27,945 --> 00:00:29,745 Speaker 1: to do it. You live for fashion. 7 00:00:31,785 --> 00:00:34,545 Speaker 2: Hello, and welcome to Nothing to Wear, the podcast that 8 00:00:34,625 --> 00:00:37,345 Speaker 2: solves fashion problems and levels up your wardrobe. 9 00:00:37,585 --> 00:00:38,545 Speaker 1: I'm Lee Camberllin. 10 00:00:38,705 --> 00:00:41,345 Speaker 2: Every week I chat to an expert who helps us 11 00:00:41,385 --> 00:00:43,065 Speaker 2: work out how to get more out of the clothes 12 00:00:43,065 --> 00:00:45,465 Speaker 2: you already own and tells us exactly what is and 13 00:00:45,585 --> 00:00:48,905 Speaker 2: isn't worth adding to our wardrobes. If you've ever scrolled 14 00:00:48,905 --> 00:00:52,825 Speaker 2: through TikTok and found yourself nodding along to someone brilliantly 15 00:00:53,105 --> 00:00:57,465 Speaker 2: dissecting why your favorite nostalgic brands like Bettineliano, Subie and 16 00:00:57,625 --> 00:01:02,385 Speaker 2: sassen Byte have either thrived or died, that's probably Lucinda Picat. 17 00:01:02,785 --> 00:01:07,025 Speaker 2: She has over fifteen years experience in PR and trend forecasting. 18 00:01:07,185 --> 00:01:11,665 Speaker 2: And Lucinda doesn't just know fashion, understands the exact DNA 19 00:01:11,825 --> 00:01:13,425 Speaker 2: of what makes a brand. 20 00:01:13,225 --> 00:01:14,505 Speaker 1: Quote unquote cool. 21 00:01:15,105 --> 00:01:17,745 Speaker 2: So rather than gatekeeping that knowledge, she has built a 22 00:01:17,785 --> 00:01:22,505 Speaker 2: following of ninety thousand people over there, offering brands completely 23 00:01:22,545 --> 00:01:26,625 Speaker 2: free pr advice that most companies would pay thousands for. 24 00:01:27,065 --> 00:01:32,065 Speaker 2: And she doesn't just talk about clothes. She unpacks culture, identity, motherhood, reinvention, 25 00:01:32,585 --> 00:01:34,625 Speaker 2: and what it means to stay relevant in this faster 26 00:01:34,745 --> 00:01:35,865 Speaker 2: than ever before world. 27 00:01:36,425 --> 00:01:37,465 Speaker 1: Her content is. 28 00:01:37,665 --> 00:01:42,385 Speaker 2: Part fashion history lesson, part strategic masterclass, and occasionally a 29 00:01:42,425 --> 00:01:45,145 Speaker 2: brutally honest reality check for labels who might have lost 30 00:01:45,185 --> 00:01:45,505 Speaker 2: their way. 31 00:01:45,785 --> 00:01:48,625 Speaker 1: But she delivers it all with the kind of insider. 32 00:01:48,145 --> 00:01:50,505 Speaker 2: Perspective that makes you feel like you're getting the gossip 33 00:01:50,505 --> 00:01:52,385 Speaker 2: over coffee with the smartest person in. 34 00:01:52,345 --> 00:01:53,265 Speaker 1: The fashion industry. 35 00:01:53,545 --> 00:01:56,985 Speaker 2: So all that said, today we're diving into everything from 36 00:01:57,065 --> 00:02:00,625 Speaker 2: the resurrection of y UK Australian labels and what makes 37 00:02:00,665 --> 00:02:04,105 Speaker 2: today's brands actually connect with customers, and why some of 38 00:02:04,105 --> 00:02:06,825 Speaker 2: our favorite fashion memories might be left in the past. 39 00:02:07,145 --> 00:02:09,585 Speaker 2: She truly is a wealth of knowledge. Listen to Welcome 40 00:02:09,745 --> 00:02:12,465 Speaker 2: to the show. I'm very excited to talk to someone 41 00:02:12,585 --> 00:02:14,025 Speaker 2: so cool about this topic. 42 00:02:14,065 --> 00:02:15,105 Speaker 3: I don't know about that way. 43 00:02:16,105 --> 00:02:19,545 Speaker 2: But first, there's two questions I ask every new guest, 44 00:02:19,665 --> 00:02:21,985 Speaker 2: and the first one is can you describe your style 45 00:02:22,065 --> 00:02:22,745 Speaker 2: in three words? 46 00:02:23,065 --> 00:02:26,745 Speaker 4: So I love this question, and I've gone with country 47 00:02:26,785 --> 00:02:29,705 Speaker 4: club chic. I love the old money trend, but I 48 00:02:29,785 --> 00:02:31,905 Speaker 4: just despise the name of it. It's sort of like 49 00:02:31,905 --> 00:02:36,025 Speaker 4: we're cosplaying into this social class or like social system. 50 00:02:36,145 --> 00:02:38,745 Speaker 4: So anyways, I love the old money vibe, which I'm 51 00:02:38,785 --> 00:02:41,225 Speaker 4: trying to emulate, but it's sort of country clubs and 52 00:02:41,345 --> 00:02:43,305 Speaker 4: extension of that and a bit more of like a 53 00:02:43,465 --> 00:02:46,465 Speaker 4: sport infused look. So I've got the baseball cap, the 54 00:02:46,585 --> 00:02:48,705 Speaker 4: sumbers on, and I find this is how I generally 55 00:02:48,865 --> 00:02:49,745 Speaker 4: dress all the time. 56 00:02:49,825 --> 00:02:54,785 Speaker 2: You look comfortable, but like you, I have maybe dropped 57 00:02:54,825 --> 00:02:57,185 Speaker 2: the kids off and then you're going to go have 58 00:02:57,265 --> 00:03:00,065 Speaker 2: a spot of brunch before tennis or something. 59 00:03:00,185 --> 00:03:02,385 Speaker 3: But like, because that's what I'm always doing. I'm always 60 00:03:02,385 --> 00:03:04,105 Speaker 3: attending country clus right, we all do. 61 00:03:04,705 --> 00:03:07,065 Speaker 2: I really like that, And that is the most unique 62 00:03:07,145 --> 00:03:08,745 Speaker 2: three words someone has ever brought. 63 00:03:08,985 --> 00:03:11,505 Speaker 4: Admittedly, I do live in the country, so maybe it's 64 00:03:11,545 --> 00:03:13,585 Speaker 4: like a little bit gooded, but it is comfy. I 65 00:03:13,625 --> 00:03:15,665 Speaker 4: am literally doing that dropping the kids off. I can 66 00:03:15,665 --> 00:03:17,465 Speaker 4: get around in this, So yeah, that's what I try 67 00:03:17,505 --> 00:03:18,585 Speaker 4: and do. Country club cheeks. 68 00:03:18,585 --> 00:03:20,785 Speaker 1: Now, the theory that we think is pretty spot on 69 00:03:20,785 --> 00:03:21,425 Speaker 1: for most people. 70 00:03:21,425 --> 00:03:23,825 Speaker 2: We've got a wardrobe of clothes, but there's ten percent 71 00:03:23,865 --> 00:03:26,785 Speaker 2: of those items, you know, also my beshoes and accessories 72 00:03:26,825 --> 00:03:29,305 Speaker 2: that we reach for more than the other stuff. So 73 00:03:29,345 --> 00:03:30,585 Speaker 2: what's in your ten percent? 74 00:03:30,785 --> 00:03:34,505 Speaker 4: This is so true, and I'm quite conscious of this. 75 00:03:34,705 --> 00:03:36,785 Speaker 4: So at the beginning of each week, I'd be like, Okay, 76 00:03:36,865 --> 00:03:39,265 Speaker 4: I'm going to just wear shorts this week if we're 77 00:03:39,305 --> 00:03:41,665 Speaker 4: it permits and bring out like the Vimina shorts, or 78 00:03:41,705 --> 00:03:42,905 Speaker 4: this week I'm in pants. 79 00:03:42,945 --> 00:03:44,065 Speaker 3: Hence why I'm in these pants. 80 00:03:44,105 --> 00:03:46,145 Speaker 1: Wait, you plan this at the start of the week. 81 00:03:46,185 --> 00:03:47,185 Speaker 1: I just in your head. 82 00:03:47,385 --> 00:03:49,505 Speaker 4: In my head because I've heard this theory that we 83 00:03:49,545 --> 00:03:51,385 Speaker 4: only wear ten percent, So I just want to try 84 00:03:51,385 --> 00:03:55,145 Speaker 4: and wear everything if possible. So if not, though, because 85 00:03:55,145 --> 00:03:57,065 Speaker 4: obviously it's not always like that, we rush out the door. 86 00:03:57,145 --> 00:03:58,225 Speaker 3: It is always. 87 00:03:57,985 --> 00:04:01,305 Speaker 4: Jeans, any type of jeans, any color or cut, and 88 00:04:01,505 --> 00:04:04,545 Speaker 4: a cap. I'm always in a baseball cap. Even in 89 00:04:04,585 --> 00:04:06,465 Speaker 4: here walking in today, I had a baseball cap on. 90 00:04:06,745 --> 00:04:09,505 Speaker 1: You make it look so cool. I look like Jerry Simon. 91 00:04:10,425 --> 00:04:13,105 Speaker 3: I kind of lie looking like Jerry. That was gonna 92 00:04:13,145 --> 00:04:15,105 Speaker 3: be one of my things ninety sitcom. I kind of 93 00:04:15,265 --> 00:04:17,065 Speaker 3: like that. Yeah, okay, but. 94 00:04:17,185 --> 00:04:19,185 Speaker 4: I love the rule as well, where if you've got 95 00:04:19,265 --> 00:04:22,225 Speaker 4: two out of the three things put together is how 96 00:04:22,265 --> 00:04:26,465 Speaker 4: you look put together. So outfit, makeup, hair always sort 97 00:04:26,465 --> 00:04:29,905 Speaker 4: of a considered outfit, makeup. I love makeup, and then 98 00:04:29,905 --> 00:04:32,945 Speaker 4: the hair's always fall shorty whack on a calf if 99 00:04:32,945 --> 00:04:34,265 Speaker 4: it's greazyer, wet or whatever. 100 00:04:34,425 --> 00:04:37,065 Speaker 2: That's so clever. Yeah, I worked out. That's where I 101 00:04:37,145 --> 00:04:39,385 Speaker 2: sometimes fall down. If I'm doing like a matching set 102 00:04:39,465 --> 00:04:40,945 Speaker 2: or something, but I haven't done my hair and makeup, 103 00:04:40,985 --> 00:04:42,745 Speaker 2: I look like I'm in my pajamas. But if I 104 00:04:42,825 --> 00:04:44,865 Speaker 2: do my hair and makeup properly in weather, I shoes 105 00:04:44,865 --> 00:04:46,105 Speaker 2: and a matching set, looks great. 106 00:04:46,265 --> 00:04:46,545 Speaker 3: Yeah. 107 00:04:46,585 --> 00:04:48,505 Speaker 2: But once I picked up my son from school and goes, Mummy, 108 00:04:48,545 --> 00:04:49,465 Speaker 2: weren't your pajamas? 109 00:04:49,505 --> 00:04:50,385 Speaker 1: I was like, oh rude. 110 00:04:51,465 --> 00:04:54,225 Speaker 2: Today, this is such an interesting topic, and I'm really 111 00:04:54,305 --> 00:04:56,385 Speaker 2: excited to get your thoughts because we're going to dissect 112 00:04:56,465 --> 00:05:00,945 Speaker 2: what makes a fashion brand quote unquote cool. So let's 113 00:05:00,985 --> 00:05:03,945 Speaker 2: start by defining what cool means. It can mean different 114 00:05:03,945 --> 00:05:07,625 Speaker 2: things to different people. What makes a brand cool to you? 115 00:05:07,745 --> 00:05:10,345 Speaker 2: Is it they're marketing? Is it the Zeit? Is it 116 00:05:10,385 --> 00:05:15,145 Speaker 2: because they're underground? Like, what do you think if you 117 00:05:15,185 --> 00:05:17,185 Speaker 2: can kind of sum it up that means. 118 00:05:17,625 --> 00:05:20,905 Speaker 4: I think back in the day, so like eighties, nineties 119 00:05:21,065 --> 00:05:25,385 Speaker 4: or before social media, so Instagram was twenty ten era 120 00:05:25,705 --> 00:05:30,305 Speaker 4: and before online, a cool brand was interpreted as a 121 00:05:30,345 --> 00:05:33,425 Speaker 4: subculture or a subset of people, right, and if they'd 122 00:05:33,465 --> 00:05:36,625 Speaker 4: create a brand, so you had your grungy your serf 123 00:05:36,745 --> 00:05:39,225 Speaker 4: culture really popped off in the nineties in Australia, that 124 00:05:39,385 --> 00:05:42,025 Speaker 4: sort of gritty underground where there was like a if 125 00:05:42,025 --> 00:05:44,945 Speaker 4: you know, you know essence to it, yeah, is what 126 00:05:45,065 --> 00:05:48,065 Speaker 4: made something cool, and you couldn't manufacture if you weren't 127 00:05:48,105 --> 00:05:49,185 Speaker 4: part of that group. 128 00:05:48,985 --> 00:05:51,385 Speaker 2: And it was more sort of word of mouth, you know, 129 00:05:51,385 --> 00:05:53,625 Speaker 2: which I guess social media is now to well sort of, 130 00:05:53,705 --> 00:05:56,105 Speaker 2: but you're right, you couldn't just find it out. You 131 00:05:56,105 --> 00:05:58,465 Speaker 2: couldn't reverse google image, and that's what made it kind 132 00:05:58,505 --> 00:05:59,665 Speaker 2: of cool because it was elusive. 133 00:05:59,825 --> 00:06:00,905 Speaker 3: That's exactly right. 134 00:06:01,025 --> 00:06:04,385 Speaker 4: So I think nowadays, if you could sort of define it, 135 00:06:04,385 --> 00:06:07,905 Speaker 4: it's easy to become cool online. I guess because you've 136 00:06:07,945 --> 00:06:10,505 Speaker 4: got more exposure, you keep up with the trends, so 137 00:06:10,545 --> 00:06:12,825 Speaker 4: you can kind of tap into different areas of culture. 138 00:06:13,425 --> 00:06:15,905 Speaker 4: But it's trying to emulate that if you know, you know, 139 00:06:16,065 --> 00:06:20,545 Speaker 4: element of mystery around your brand and almost straddling like 140 00:06:20,705 --> 00:06:26,105 Speaker 4: commercial mainstream and that early adopters so balancing that strike 141 00:06:26,385 --> 00:06:29,105 Speaker 4: just in between before getting too commercialized. 142 00:06:29,385 --> 00:06:31,825 Speaker 2: That is so true, And it's interesting because I mean, 143 00:06:31,945 --> 00:06:33,145 Speaker 2: I asked you for three words. 144 00:06:33,185 --> 00:06:34,545 Speaker 1: No one has ever said cool. 145 00:06:34,865 --> 00:06:38,225 Speaker 2: I don't want to look cool, but when I like 146 00:06:38,265 --> 00:06:40,505 Speaker 2: a brand or an item, in my head, I'm like, oh, 147 00:06:40,545 --> 00:06:43,625 Speaker 2: I like that, that's cool. But everyone has a different 148 00:06:43,745 --> 00:06:46,425 Speaker 2: version of what that might be. So true, but I 149 00:06:46,425 --> 00:06:47,225 Speaker 2: don't want to look. 150 00:06:47,105 --> 00:06:49,025 Speaker 1: Cool, but I know when I think something's. 151 00:06:48,665 --> 00:06:51,785 Speaker 4: Cool, yeah, that is one hundred percent like it is 152 00:06:52,025 --> 00:06:55,705 Speaker 4: sort of its own identity, Like I think cool, but 153 00:06:55,785 --> 00:06:58,265 Speaker 4: you're not buying in to say, a rebellious is like 154 00:06:58,265 --> 00:07:02,865 Speaker 4: a Vivian Westward or even like a more grungy sub cool. 155 00:07:02,945 --> 00:07:05,905 Speaker 4: You don't necessarily default it with a brand. It's almost 156 00:07:05,945 --> 00:07:07,985 Speaker 4: like an undercurrent feeling you get from a brand. 157 00:07:08,105 --> 00:07:09,025 Speaker 1: Yes, totally. 158 00:07:09,705 --> 00:07:11,625 Speaker 2: And when I think of the word cool, because I'm 159 00:07:11,665 --> 00:07:13,585 Speaker 2: in my forties with a child, do you have children, 160 00:07:13,745 --> 00:07:16,785 Speaker 2: I think cool is like for the kids, but it's 161 00:07:16,785 --> 00:07:20,705 Speaker 2: not cool, just means they're doing something right. Right. 162 00:07:20,785 --> 00:07:22,545 Speaker 4: If you want to tap into it and be part 163 00:07:22,585 --> 00:07:25,465 Speaker 4: of that, it's almost being part of that brand's story. 164 00:07:26,305 --> 00:07:30,865 Speaker 2: I think so, yeah, like you identify with it somehow missing. 165 00:07:40,225 --> 00:07:42,945 Speaker 2: So what do you think of the elements that gives 166 00:07:43,025 --> 00:07:47,105 Speaker 2: a brand coolness, like effortlessness or aspirational. Do you think 167 00:07:47,145 --> 00:07:50,105 Speaker 2: it's marketing, Do you think it's who's wearing it? Do 168 00:07:50,145 --> 00:07:52,465 Speaker 2: you think it's I mean price point? I mean I 169 00:07:52,465 --> 00:07:53,425 Speaker 2: think a lot of people. 170 00:07:53,185 --> 00:07:54,425 Speaker 1: Go Prada and Jivanci. 171 00:07:54,465 --> 00:07:57,985 Speaker 2: They're cool because they're extensive and so people aspire, But 172 00:07:58,145 --> 00:07:59,465 Speaker 2: call doesn't mean expensive. 173 00:08:00,385 --> 00:08:03,785 Speaker 1: So what makes a brand cool? That's so hard. 174 00:08:04,385 --> 00:08:06,865 Speaker 4: I think there's a few different elements at play. I 175 00:08:06,865 --> 00:08:10,225 Speaker 4: think the first is cultural relevancy. It has to have 176 00:08:10,305 --> 00:08:12,265 Speaker 4: some sort of relevance to what's going on in the 177 00:08:12,305 --> 00:08:17,425 Speaker 4: world socially, environmentally, politically, even so looking at sort of 178 00:08:17,465 --> 00:08:20,425 Speaker 4: a bird's eye view at those macro trends of what's 179 00:08:20,465 --> 00:08:23,305 Speaker 4: going on, and if there's some relevance to your brand. So, 180 00:08:23,385 --> 00:08:26,585 Speaker 4: for example, at the moment, people are traveling more than ever. 181 00:08:26,825 --> 00:08:30,625 Speaker 4: Vacation and travel a huge macro trends, So is that 182 00:08:30,705 --> 00:08:34,625 Speaker 4: relevant to your brand? Or for example, fitness and wellness 183 00:08:34,905 --> 00:08:37,985 Speaker 4: has trickled down into this gorpe core, which sort of 184 00:08:38,185 --> 00:08:41,985 Speaker 4: is why Solomon's have popped off New Balance like they 185 00:08:42,025 --> 00:08:44,425 Speaker 4: didn't just come out of anywhere. It's from something that's 186 00:08:44,425 --> 00:08:47,305 Speaker 4: happening in the zeitgeist. Number one is your brand has 187 00:08:47,345 --> 00:08:50,305 Speaker 4: to have some sort of cultural relevance. Two is that 188 00:08:50,465 --> 00:08:53,225 Speaker 4: brand identity and a really strong brand identity. And a 189 00:08:53,225 --> 00:08:55,425 Speaker 4: lot of that comes down to your values, who you are, 190 00:08:55,505 --> 00:08:58,545 Speaker 4: what you stand for as a brand. The founders play 191 00:08:58,705 --> 00:09:01,225 Speaker 4: such a big part in this, and I've seen so 192 00:09:01,345 --> 00:09:04,305 Speaker 4: many brands. Sassin Bides an example where they sold to 193 00:09:04,425 --> 00:09:06,625 Speaker 4: Maya and then look, they just go downhill because they 194 00:09:06,625 --> 00:09:10,265 Speaker 4: didn't have Sarah Jane and Heidi Middleton. Yes, the essence 195 00:09:10,305 --> 00:09:13,705 Speaker 4: they lived and breeded that brand. Same with SUBI, Yes, 196 00:09:13,825 --> 00:09:17,425 Speaker 4: the Three Boys, Hot DJ, single surf guys like, yes, 197 00:09:18,065 --> 00:09:19,785 Speaker 4: they made that brand cool. 198 00:09:19,865 --> 00:09:20,505 Speaker 1: It's so true. 199 00:09:20,505 --> 00:09:23,705 Speaker 2: And now we have more visibility and access to the 200 00:09:23,785 --> 00:09:26,465 Speaker 2: behind the scenes of brands on social media. They want 201 00:09:26,545 --> 00:09:29,985 Speaker 2: to know the who, not just the watch. Yeah, and 202 00:09:29,985 --> 00:09:32,305 Speaker 2: when you were saying, like culturally, what's happening, I think 203 00:09:32,825 --> 00:09:35,265 Speaker 2: lockdown was quite a long time ago. Thank goodness, high 204 00:09:35,305 --> 00:09:38,505 Speaker 2: hills never really recovered that much, and so as a result, 205 00:09:38,785 --> 00:09:41,905 Speaker 2: flatter shoes have never been cooler, or there hasn't never 206 00:09:41,945 --> 00:09:44,505 Speaker 2: been more options because yes, we still wear a heel 207 00:09:44,585 --> 00:09:48,505 Speaker 2: depending on our life. But culturally, brands went, hey, we've 208 00:09:48,505 --> 00:09:50,665 Speaker 2: got to make more flats and cool flats and yes, 209 00:09:50,905 --> 00:09:52,705 Speaker 2: trainers and it's. 210 00:09:52,305 --> 00:09:54,545 Speaker 3: Empleasing to wear that all stemmed from COVID. 211 00:09:54,665 --> 00:09:56,785 Speaker 2: Yes, thank god, and I'm glad to see to stay 212 00:09:56,985 --> 00:09:58,185 Speaker 2: in various ways. 213 00:09:58,425 --> 00:09:59,065 Speaker 3: Yeah, you're right. 214 00:09:59,105 --> 00:10:02,225 Speaker 4: Sort of fashion pivots with culture and depending on what's 215 00:10:02,265 --> 00:10:02,665 Speaker 4: going on. 216 00:10:02,945 --> 00:10:03,185 Speaker 1: Yes. 217 00:10:03,545 --> 00:10:05,465 Speaker 3: So yeah, brand identity is a big one. 218 00:10:05,785 --> 00:10:09,305 Speaker 4: And that's also actually like your branding and logo is cool. 219 00:10:09,665 --> 00:10:10,985 Speaker 4: I've had clients come to me and say, oh, we 220 00:10:11,025 --> 00:10:13,665 Speaker 4: want to be cool. If the product's not there, it's 221 00:10:13,785 --> 00:10:14,225 Speaker 4: not there. 222 00:10:14,345 --> 00:10:15,145 Speaker 1: You can't force it. 223 00:10:15,345 --> 00:10:15,665 Speaker 2: Yeah. 224 00:10:15,785 --> 00:10:17,105 Speaker 1: I also liked your point on travel. 225 00:10:17,345 --> 00:10:18,945 Speaker 2: Living is expensive at the moment, but we do a 226 00:10:18,985 --> 00:10:20,665 Speaker 2: lot of studies here at Mamma Mia with everything that's 227 00:10:20,705 --> 00:10:23,145 Speaker 2: happening in the world and in their lives, and although 228 00:10:23,265 --> 00:10:27,905 Speaker 2: everyone's feeling the pinch, most people are prioritizing budget to travel, 229 00:10:28,585 --> 00:10:34,465 Speaker 2: and so you're seeing cool, comfy, versatile clothes that can 230 00:10:34,505 --> 00:10:36,905 Speaker 2: be worn literally on the plane but then on your trip. 231 00:10:37,265 --> 00:10:39,705 Speaker 2: And because we don't all have heaps of cash to 232 00:10:39,745 --> 00:10:42,145 Speaker 2: splash right now, but people are still wanting those adventures. 233 00:10:42,185 --> 00:10:43,625 Speaker 1: And then fashion is following. 234 00:10:43,265 --> 00:10:45,985 Speaker 4: That that's exactly right, and also dressing for the vacation 235 00:10:46,145 --> 00:10:47,625 Speaker 4: as well, which I love. 236 00:10:47,745 --> 00:10:49,585 Speaker 2: Oh my god, me too, and I go away. I 237 00:10:49,665 --> 00:10:51,665 Speaker 2: packed ten thousand outfits and where too. But I think 238 00:10:51,705 --> 00:10:53,265 Speaker 2: I'm packing fun. 239 00:10:52,945 --> 00:10:53,985 Speaker 3: Two different persons. 240 00:10:54,025 --> 00:10:56,105 Speaker 1: I love holidayly, she's so much fun. 241 00:10:56,225 --> 00:10:58,265 Speaker 4: So you've got your brand identity, but that's different to 242 00:10:58,305 --> 00:10:59,225 Speaker 4: your actual product. 243 00:10:59,425 --> 00:11:01,585 Speaker 3: That's more having a distinctive aesthetic. 244 00:11:01,945 --> 00:11:03,265 Speaker 4: So one of the things I love doing with the 245 00:11:03,305 --> 00:11:06,665 Speaker 4: clients is holding up photos or images of product from 246 00:11:06,705 --> 00:11:11,225 Speaker 4: different Australian brands Age Zimmerman Gorman. You should be able 247 00:11:11,265 --> 00:11:14,985 Speaker 4: to identify that brand from one image, agreed. So having 248 00:11:15,025 --> 00:11:18,745 Speaker 4: a distinctive look is really important. So making sure you 249 00:11:18,785 --> 00:11:21,545 Speaker 4: stand out because at the moment, everything's so same, same. 250 00:11:21,785 --> 00:11:24,065 Speaker 2: And then there's dupes, which I understand because you know, 251 00:11:24,185 --> 00:11:28,385 Speaker 2: the democratization of shopping, not everyone can afford fancy things. 252 00:11:28,425 --> 00:11:30,945 Speaker 2: But let's not get the exact weird shaped button that 253 00:11:30,945 --> 00:11:33,345 Speaker 2: that brand has on a cheaper one, because there's a line. 254 00:11:33,505 --> 00:11:36,305 Speaker 2: And I love knowing that, Age, but then I see 255 00:11:36,385 --> 00:11:38,025 Speaker 2: something else, I'm like, oh, is that Asia or not? 256 00:11:38,585 --> 00:11:41,345 Speaker 2: Whereas you know alimes, at the moment, I can always 257 00:11:41,345 --> 00:11:44,665 Speaker 2: tell it's alimes, but it might be copied. 258 00:11:44,825 --> 00:11:47,265 Speaker 1: It's interesting, isn't it. You want to have something different? Funny. 259 00:11:47,305 --> 00:11:48,825 Speaker 2: You also say that because I was shopping on the 260 00:11:48,945 --> 00:11:50,625 Speaker 2: Iconic last night, because of course I was, and I 261 00:11:50,665 --> 00:11:52,665 Speaker 2: was looking for a brand, but I couldn't remember what 262 00:11:52,745 --> 00:11:55,305 Speaker 2: I was like, I'll go through the eight's edge and 263 00:11:55,465 --> 00:11:59,505 Speaker 2: how many brands start with M was so popular, like 264 00:11:59,985 --> 00:12:02,385 Speaker 2: and a few other letters. Yeah, and I think I 265 00:12:02,425 --> 00:12:03,985 Speaker 2: got to you and there was like four brands and 266 00:12:03,985 --> 00:12:05,625 Speaker 2: I was like, well, I know it wasn't you because 267 00:12:05,625 --> 00:12:07,825 Speaker 2: there was a lot one of those end letters. There 268 00:12:07,865 --> 00:12:08,985 Speaker 2: was like four brands, and I was like, well, if 269 00:12:09,065 --> 00:12:11,065 Speaker 2: I ever started brand, I would choose that letter because 270 00:12:11,065 --> 00:12:17,065 Speaker 2: it's different. So authenticity, how do brands do that? And 271 00:12:17,105 --> 00:12:20,785 Speaker 2: also what is authenticity and how does that relate to coolness? 272 00:12:20,825 --> 00:12:21,745 Speaker 1: Being authentic? 273 00:12:22,065 --> 00:12:25,785 Speaker 2: People can see around fake marketing and you know a 274 00:12:25,825 --> 00:12:30,585 Speaker 2: lot of the sustainability particularly some seem like lip server, 275 00:12:30,705 --> 00:12:32,185 Speaker 2: some seem really authentic. 276 00:12:32,385 --> 00:12:35,065 Speaker 1: Do you think shoppers care about authenticity? 277 00:12:35,185 --> 00:12:35,465 Speaker 3: Yeah? 278 00:12:35,505 --> 00:12:38,985 Speaker 4: And you can almost feel it. It's a subconscious feeling 279 00:12:39,065 --> 00:12:39,985 Speaker 4: you get from a brand. 280 00:12:40,145 --> 00:12:40,745 Speaker 3: I hate the. 281 00:12:40,705 --> 00:12:43,505 Speaker 4: Word, like everyone says authentic be more authentic in your mind, 282 00:12:43,625 --> 00:12:45,185 Speaker 4: but it is true. 283 00:12:45,225 --> 00:12:47,945 Speaker 3: And we all sort of resonate and look for that naturally. 284 00:12:47,985 --> 00:12:48,385 Speaker 3: I find. 285 00:12:48,465 --> 00:12:51,905 Speaker 4: Yeah, I think that authenticity stems from back to that 286 00:12:52,065 --> 00:12:54,745 Speaker 4: founder and if you've got a strong purpose about why 287 00:12:54,785 --> 00:12:56,545 Speaker 4: you're doing something to start with. 288 00:12:56,985 --> 00:12:58,785 Speaker 3: So every brand. 289 00:12:59,025 --> 00:13:01,425 Speaker 4: Just back to using Sassin Bider as an example, they 290 00:13:01,785 --> 00:13:05,665 Speaker 4: started at Portabelli Markets in London. They were selling customized 291 00:13:05,705 --> 00:13:06,705 Speaker 4: distress genes. 292 00:13:07,105 --> 00:13:10,225 Speaker 2: I saved up for my first pair of Sasain genes 293 00:13:10,945 --> 00:13:13,425 Speaker 2: and this was when Layby existed, and I had to 294 00:13:13,505 --> 00:13:16,985 Speaker 2: drive to Chatswood every few weeks to give them twenty dollars. 295 00:13:17,145 --> 00:13:20,865 Speaker 2: Oh my god, the coolness and the authenticity. 296 00:13:20,305 --> 00:13:23,985 Speaker 3: That's exactly right. And Betina Liatos, yeah, recently, that little 297 00:13:24,065 --> 00:13:26,825 Speaker 3: yellow tag and when you know, you know, you know 298 00:13:27,025 --> 00:13:27,505 Speaker 3: that's right. 299 00:13:27,665 --> 00:13:29,025 Speaker 1: But what about the bigger brands? 300 00:13:29,025 --> 00:13:32,065 Speaker 2: You know, say, our listeners are going to the local Westfield, 301 00:13:32,145 --> 00:13:34,145 Speaker 2: So it's not so much kind of the labels that 302 00:13:34,185 --> 00:13:36,785 Speaker 2: we know, but maybe more the chain stores. Can they 303 00:13:36,865 --> 00:13:38,945 Speaker 2: be authentic or can they be cool? 304 00:13:39,225 --> 00:13:42,745 Speaker 4: They're never going to be because they're so overly commercialized. 305 00:13:43,505 --> 00:13:47,065 Speaker 4: That subculture vibe doesn't mean back to that number three, 306 00:13:47,105 --> 00:13:49,145 Speaker 4: that distinctive aesthetic or product. 307 00:13:49,305 --> 00:13:50,825 Speaker 3: Even yeah, you see. 308 00:13:50,785 --> 00:13:53,465 Speaker 4: Even is a Kmart, big W. I see their products 309 00:13:53,505 --> 00:13:55,985 Speaker 4: really popping off at the moment. It can bring them 310 00:13:56,025 --> 00:13:58,225 Speaker 4: back into that site. Guys, they're ever going. 311 00:13:58,185 --> 00:14:01,145 Speaker 2: To be sort of that yeah brand if you has 312 00:14:01,185 --> 00:14:03,745 Speaker 2: a brand, no but an item, yeah, yeah, that's right. 313 00:14:03,865 --> 00:14:04,545 Speaker 1: And then as a. 314 00:14:04,545 --> 00:14:06,225 Speaker 2: Woman, I don't know, there's just such a joy of 315 00:14:06,265 --> 00:14:08,825 Speaker 2: finding a great big W Gene or a came up 316 00:14:08,865 --> 00:14:11,705 Speaker 2: top because it's an affordable brand, but it's not quote 317 00:14:11,785 --> 00:14:13,705 Speaker 2: unquote cool. But if you find a cool thing in 318 00:14:13,745 --> 00:14:14,665 Speaker 2: that store, you're. 319 00:14:14,505 --> 00:14:17,265 Speaker 3: Like, everyone, I'd got this, you Camar and the pride 320 00:14:17,305 --> 00:14:17,545 Speaker 3: in that. 321 00:14:17,745 --> 00:14:17,945 Speaker 2: Yeah. 322 00:14:18,265 --> 00:14:20,265 Speaker 4: Back in the day at school, you'd never want anyone 323 00:14:20,305 --> 00:14:21,905 Speaker 4: to know you were wearing a brand like that, But 324 00:14:22,465 --> 00:14:24,225 Speaker 4: I do you find a bargain you want everyone to know. 325 00:14:24,305 --> 00:14:25,665 Speaker 2: I remember when it was Mufty day and you're like, 326 00:14:25,665 --> 00:14:27,225 Speaker 2: what am I gonna wear? I'm gonna wear my stussy 327 00:14:27,225 --> 00:14:27,665 Speaker 2: T shirt? 328 00:14:27,665 --> 00:14:29,705 Speaker 1: Oh my gosh, oh no, well mum take me to 329 00:14:29,745 --> 00:14:30,065 Speaker 1: the shop. 330 00:14:30,305 --> 00:14:39,145 Speaker 3: Yeah. 331 00:14:39,665 --> 00:14:41,745 Speaker 2: Are there any fashion brands right now that you think 332 00:14:41,745 --> 00:14:45,025 Speaker 2: are really nailing this? You know they're very cool culturally 333 00:14:45,225 --> 00:14:47,065 Speaker 2: or just are on your radar. 334 00:14:47,385 --> 00:14:49,865 Speaker 4: So Subie's really top of mind at the moment because 335 00:14:49,865 --> 00:14:52,865 Speaker 4: they showed an Australian Fashion Week this year. I think 336 00:14:52,865 --> 00:14:55,585 Speaker 4: they were founded in nineteen ninety nine two thousand, so 337 00:14:55,625 --> 00:14:58,785 Speaker 4: twenty five years later they didn't actually have relevance. 338 00:14:58,945 --> 00:15:01,185 Speaker 2: All I was gonna say, I feel like they ebbed 339 00:15:01,225 --> 00:15:03,945 Speaker 2: and flowed. They fell off my radar. And my husband 340 00:15:04,745 --> 00:15:07,585 Speaker 2: loves a sample sale, always goes to the subie sample sale, 341 00:15:07,625 --> 00:15:09,545 Speaker 2: but in the last two years he's been going to 342 00:15:09,745 --> 00:15:13,745 Speaker 2: the non samples just shopping soupie. And we were overseas 343 00:15:13,745 --> 00:15:15,625 Speaker 2: and went into the Soupie store in London and then 344 00:15:15,665 --> 00:15:16,265 Speaker 2: I was like. 345 00:15:16,225 --> 00:15:19,065 Speaker 1: Oh, soubie. And then I'm like, oh, soupee, It's so 346 00:15:19,305 --> 00:15:19,825 Speaker 1: cool again. 347 00:15:19,905 --> 00:15:21,745 Speaker 2: You know. I got a really great little sweat the 348 00:15:21,785 --> 00:15:23,985 Speaker 2: other day, like it's bat and that's right. 349 00:15:24,025 --> 00:15:26,665 Speaker 4: And they went through a few different changes of hands 350 00:15:26,825 --> 00:15:30,145 Speaker 4: and then they got brought out by General Pants and 351 00:15:30,185 --> 00:15:30,665 Speaker 4: they got. 352 00:15:30,505 --> 00:15:31,625 Speaker 3: Pip Edwards back on. 353 00:15:32,025 --> 00:15:35,105 Speaker 4: So this new fresh team on board, and I think 354 00:15:35,145 --> 00:15:38,945 Speaker 4: one of their taglines at the moment is shedding our adolescence, 355 00:15:39,625 --> 00:15:43,465 Speaker 4: rebirthing essentially this new brand. But I always remember in 356 00:15:43,465 --> 00:15:45,905 Speaker 4: two thousand and one at Australian Fashion Week how they 357 00:15:45,985 --> 00:15:47,745 Speaker 4: let down two hundred live mice. 358 00:15:47,825 --> 00:15:49,465 Speaker 1: Oh my god, I remember that too. 359 00:15:49,745 --> 00:15:52,265 Speaker 3: That's sort of like challenging norms. 360 00:15:52,345 --> 00:15:55,665 Speaker 2: I guess when I wore my sassin By Rap leggings, 361 00:15:56,065 --> 00:15:57,905 Speaker 2: that's why they would have launched the Rap probably. 362 00:15:59,345 --> 00:16:01,465 Speaker 3: But doing things like that I just think is a 363 00:16:01,545 --> 00:16:02,745 Speaker 3: cool thing for Brown to do. 364 00:16:02,825 --> 00:16:07,225 Speaker 4: And they've always maintained like that gritty, underground, grungy essence 365 00:16:07,785 --> 00:16:10,465 Speaker 4: despite being commercialized like you said you saw in New 366 00:16:10,545 --> 00:16:12,025 Speaker 4: York wud it Barney's or whatnot? 367 00:16:12,145 --> 00:16:15,545 Speaker 3: Yeah, So Erin Dearing I love oh, I love her. 368 00:16:15,985 --> 00:16:19,385 Speaker 4: Erin Dearing founded Triangles and it was so successful, so 369 00:16:19,425 --> 00:16:22,905 Speaker 4: she knows when we're late swimwear brand and coming out 370 00:16:22,905 --> 00:16:26,265 Speaker 4: with Deering, it's all sustainable, which you know, she would 371 00:16:26,265 --> 00:16:28,945 Speaker 4: have just made sure every I was dotted and every 372 00:16:29,025 --> 00:16:32,105 Speaker 4: team was crossed, so the sustainability fronts there. There's some 373 00:16:32,225 --> 00:16:35,385 Speaker 4: gender neutral pieces and it's almost got a bit of 374 00:16:35,425 --> 00:16:36,585 Speaker 4: a Western vibe. 375 00:16:36,665 --> 00:16:38,905 Speaker 1: I agreed, it's very unique. 376 00:16:39,105 --> 00:16:41,345 Speaker 2: It's funny that you mentioned her because back when I 377 00:16:41,385 --> 00:16:44,625 Speaker 2: was at Cosmo, I reached out to interview Erin when 378 00:16:44,705 --> 00:16:46,705 Speaker 2: Triangle was going off, and you know that was that 379 00:16:46,785 --> 00:16:49,305 Speaker 2: neoprene swimsuit and now you look back in the bottoms 380 00:16:49,305 --> 00:16:50,785 Speaker 2: actually made you look like you wearing nappy. 381 00:16:50,825 --> 00:16:52,665 Speaker 1: But it was phenomenal. 382 00:16:52,785 --> 00:16:54,665 Speaker 2: They sold, she went off the radar and she's come 383 00:16:54,745 --> 00:16:57,105 Speaker 2: back and now she's got this incredible brand out of Melbourne, 384 00:16:57,185 --> 00:17:01,625 Speaker 2: not cheap but unique, well made, supporting an Ossie brand. 385 00:17:01,825 --> 00:17:03,985 Speaker 2: She wasn't so much the face of Triangle that she 386 00:17:04,025 --> 00:17:06,065 Speaker 2: was quite behind the scenes. But now she's used her 387 00:17:06,705 --> 00:17:08,465 Speaker 2: story of the who, not just the what. 388 00:17:08,785 --> 00:17:09,425 Speaker 3: That's right. 389 00:17:09,665 --> 00:17:11,345 Speaker 4: I was going to say that I don't know much 390 00:17:11,385 --> 00:17:15,105 Speaker 4: about the daring story. I know Aaron is the story 391 00:17:15,185 --> 00:17:17,265 Speaker 4: which has made me invested in that brand. 392 00:17:17,345 --> 00:17:17,665 Speaker 1: Correct. 393 00:17:17,785 --> 00:17:19,785 Speaker 2: I would probably I'd be like, oh, that's nice, I'm 394 00:17:19,785 --> 00:17:21,865 Speaker 2: not going to spend that much money, But now, because 395 00:17:21,905 --> 00:17:25,345 Speaker 2: I follow her journey, I would splurge on a piece 396 00:17:25,465 --> 00:17:28,105 Speaker 2: because of who she is and how much I admire her. 397 00:17:28,265 --> 00:17:28,465 Speaker 3: Yeah. 398 00:17:28,585 --> 00:17:33,185 Speaker 4: Love and do you know Grace Wells Bonna nos UK 399 00:17:33,865 --> 00:17:37,745 Speaker 4: really gorgeous tailoring even like a Wardrobe NYC esque but 400 00:17:37,945 --> 00:17:38,625 Speaker 4: UK vibe. 401 00:17:38,745 --> 00:17:38,945 Speaker 1: Yeah. 402 00:17:38,945 --> 00:17:42,265 Speaker 2: But and Wardrobe NYC is Christine Centenara's brand, who is 403 00:17:42,305 --> 00:17:44,865 Speaker 2: the editor of Vogue, who I worked with one hundred 404 00:17:44,945 --> 00:17:47,585 Speaker 2: years ago at Cosmo. And I think, because you know her, 405 00:17:48,105 --> 00:17:48,945 Speaker 2: you love. 406 00:17:48,785 --> 00:17:50,025 Speaker 1: Her stuff exactly. 407 00:17:50,225 --> 00:17:51,825 Speaker 3: Yeah, and what I love how. 408 00:17:51,705 --> 00:17:54,305 Speaker 4: She created wardrobe ce you buy the wardrobe I never 409 00:17:54,345 --> 00:17:55,145 Speaker 4: really saw that. 410 00:17:55,265 --> 00:17:57,105 Speaker 3: Before Wardrobe NYC. 411 00:17:56,905 --> 00:17:58,825 Speaker 2: You literally bought a capsule, but now you can buy 412 00:17:58,865 --> 00:17:59,545 Speaker 2: things individually. 413 00:17:59,665 --> 00:18:02,065 Speaker 1: Yuse not everyone has a million dollars. That's right. 414 00:18:02,065 --> 00:18:03,785 Speaker 4: I never actually bought it anything from there, but I 415 00:18:03,825 --> 00:18:06,745 Speaker 4: love that concept of buying a whole wardrobe for the season. 416 00:18:07,185 --> 00:18:09,305 Speaker 3: There's no thinking about it. You just guarantee no, it's 417 00:18:09,305 --> 00:18:10,305 Speaker 3: going to be cool. 418 00:18:10,265 --> 00:18:11,385 Speaker 1: And mix and match. Yeah. 419 00:18:11,825 --> 00:18:15,305 Speaker 4: So yeah, Wales Bonner, she's tailoring, but she does this 420 00:18:15,425 --> 00:18:19,625 Speaker 4: biracial Jamaican. They call it Afro Afrikaan, sort of like 421 00:18:19,745 --> 00:18:21,905 Speaker 4: sprinkled and inspired tailoring. 422 00:18:22,265 --> 00:18:23,505 Speaker 3: But it's just cool. 423 00:18:23,505 --> 00:18:26,505 Speaker 4: And she does so many collaborations with added Us, the 424 00:18:26,545 --> 00:18:29,985 Speaker 4: Wales Bonna, added Us Sombers, and it's just a cool 425 00:18:30,025 --> 00:18:32,265 Speaker 4: brand that sort of has that story behind it. 426 00:18:32,265 --> 00:18:34,305 Speaker 3: It's different the aesthetics there. 427 00:18:34,345 --> 00:18:37,065 Speaker 1: And evolving with collabse and like not resting on their laurels. 428 00:18:37,065 --> 00:18:39,985 Speaker 4: That's right, because brand collaborations are also such a really 429 00:18:39,985 --> 00:18:43,425 Speaker 4: good way for brands to quote unquote become cool or 430 00:18:43,425 --> 00:18:44,265 Speaker 4: be seen as cool. 431 00:18:44,345 --> 00:18:44,825 Speaker 1: I agree. 432 00:18:44,865 --> 00:18:46,705 Speaker 2: I think, you know, like the high street stores like 433 00:18:46,785 --> 00:18:49,145 Speaker 2: Uniglo do that really well when they collaborate with brands 434 00:18:49,145 --> 00:18:51,945 Speaker 2: like J W Anderson or they've got Marmeco recently, and 435 00:18:51,985 --> 00:18:54,145 Speaker 2: I mean I love Unico because they've got great teath whatever. 436 00:18:54,185 --> 00:18:54,865 Speaker 1: But I really do. 437 00:18:54,865 --> 00:18:56,985 Speaker 2: Think when they do that, H and M does it sometimes. 438 00:18:57,105 --> 00:18:59,705 Speaker 2: You know, not everyone can afford or want Alexander McQueen, 439 00:18:59,705 --> 00:19:01,025 Speaker 2: but you might be able to get H and M 440 00:19:01,065 --> 00:19:03,825 Speaker 2: Alexander McQueen something. And that's a really clever way to 441 00:19:03,865 --> 00:19:05,145 Speaker 2: fuse those two things. 442 00:19:04,905 --> 00:19:06,865 Speaker 3: That's right. It's also a good way for brands that 443 00:19:06,905 --> 00:19:08,625 Speaker 3: are getting a little bit stale, like. 444 00:19:10,345 --> 00:19:12,385 Speaker 4: Not saying they ever stayal, but they're up there is 445 00:19:12,385 --> 00:19:14,185 Speaker 4: a bit stuffy and not everyone can. 446 00:19:14,425 --> 00:19:15,385 Speaker 1: Remember because we're old. 447 00:19:15,465 --> 00:19:18,705 Speaker 2: Remember Gucci was not a thing for like I reckon 448 00:19:18,905 --> 00:19:22,545 Speaker 2: maybe eight years ago. It came back, Yes, So it's 449 00:19:22,585 --> 00:19:25,865 Speaker 2: doing those partnerships with Kith or added ass to sort 450 00:19:25,865 --> 00:19:29,145 Speaker 2: of bring inject that youthfulness back into them, yes, and 451 00:19:29,305 --> 00:19:32,185 Speaker 2: gain that cultural relevancy that we were talking. Yeah, and 452 00:19:32,225 --> 00:19:35,105 Speaker 2: again that's about who, not what and partakea Vanetta. Everyone 453 00:19:35,145 --> 00:19:37,585 Speaker 2: thinks that that's a relatively new brand. It's so old 454 00:19:37,665 --> 00:19:39,665 Speaker 2: they got a new designer and reinvented it. 455 00:19:39,825 --> 00:19:40,065 Speaker 3: Yep. 456 00:19:40,225 --> 00:19:42,185 Speaker 1: So you can come back and be cool again. 457 00:19:42,745 --> 00:19:46,225 Speaker 2: And friends, speaking of coming back and being cool, I 458 00:19:46,305 --> 00:19:48,385 Speaker 2: loved chatting to listen to so much. 459 00:19:48,505 --> 00:19:50,305 Speaker 1: She had so many amazing things. 460 00:19:50,105 --> 00:19:52,865 Speaker 2: To share and incredible insights, so I had to ask 461 00:19:52,945 --> 00:19:56,545 Speaker 2: her back. In next week's episode, we'll continue this chat 462 00:19:56,585 --> 00:19:59,705 Speaker 2: and get into how celebrities impact a brand's cool factor, 463 00:19:59,745 --> 00:20:02,105 Speaker 2: and we play my favorite game, Bougie. 464 00:20:01,745 --> 00:20:05,185 Speaker 1: And Budget Cool Brand Edition, So tune in next week. 465 00:20:05,465 --> 00:20:05,945 Speaker 1: See you then,