ISSUE # 1 - D.I.Y IS BEST. These day’s it isn’t as hard as some may think to launch a fashion label, be it jewelry, shoes or clothing all is need is $10,000 loan for a PR campaign in a major fashion magazine like VOGUE to set you up. Along with the advertising you get in one of those article’s you also get accepted into the incestuous commercial circles that force-feed the mass consuming, unassuming, all deluding and ever enduring public their daily dose of crap. On top of that, you can get your crap mass-produced anywhere you want by a poor child who works years to earn the amount you can sell it for. Heck, you can even choose one of the generic designs they have and avoid the painful procedure of doing it your self. Long gone are the days of tall poppy syndrome and our creative urge has spawned some of the most innovative designs and inventions of the past decade so, here in Australia, The DIY approach floats a relevant argument. Most new designers are forced to take this route as there are very limited jobs within the industry and very few people to mentor you. Most industry jobs just require you to be able to recognize trends and copy whatever is the it shoe of the season. This, simply put, is not footwear design. Melbourne shoe designer Renee Farina utilizes traditional leather working skills and construction techniques to combine sportswear & street-wear, incorporated into everyday wearable avant-guard designs and it’s the DIY approach that fuels her drive. ‘’The course at RMIT (cert 3 in footwear production) was very hands on, so it was only natural to be inspired to create something of your own. The course, coupled with working at a shoe store gave me the confidence to get out there on my own. Creating something from scratch is very satisfying - and creating something entirely made in Australia, although not without its challenges, is extremely rewarding. We need more young designers to keep as much of their production in Australia to sustain broader business’ for all. I chose the DIY approach because it gives me the freedom to make what I like, without having to be restricted by a manager or boss, you have complete control with all facets of your business. The DIY approach isn’t for all however as you have to spread yourself pretty thin – you are a designer, an accountant, a sales rep, a social media manager and much more. It can be hard but overall, I think it’s the best position to be in - you dont have to answer to anyone! Made by hand in Sydney, Farina’s limited edition debut collection presents a subtly sporty aesthetic in a restricted palette of black and white, referencing hi-top sneakers while also acknowledging classic dress boot styles. website: reneefarina instagram: reneefarina facebook: https://facebook/pages/Renée-Farina/351507121530386
Posted on: Mon, 02 Dec 2013 03:34:13 +0000
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