Designed in Melbourne, Australia by Jessica Reid, s t e e l e . is renowned for its take on tough luxe glamour for the modern boheme. Think slick leather jackets with feminine prints and relaxed silhouettes – basically, everything you want for your Spring wardrobe!
Pippa crop top and Stella skirt due in selected stores mid-August
Myer: How did the idea for your label, s t e e l e . come about?
Jessica Reid: s t e e l e . was born from the desire to create brazenly feminine pieces, with a tougher edge – a fusion of ultra feminine detail and styling with attitude. I really wanted to challenge myself and found myself constantly dreaming of a wardrobe reminiscent of 70’s bohemia that also reflected my urban lifestyle spent in Melbourne. I decided to take a leap of faith into design and s t e e l e . was born.
M: When did you know you wanted to be a designer?
JR: For me, it was a natural progression after working in buying and wholesaling for the better part of my career. I had more of a drive to create the brand, rather than to become a fashion designer, which I now realise has allowed me to view s t e e l e . holistically, as I had a strong sense and clear vision of who the s t e e l e . woman would be.
M: What does an average day look like in your life?
JR: Though no one day is the same, a typical day always starts at home with my daughter Asher and my husband. Moments of quality time before I hit the studio and the busy day begins. Days vary from conceptualising and designing new collections or overseeing production, to working with my team on marketing and new growth opportunities to continuously develop the brand. There is never a dull moment and always a new adventure around the corner.
M: Who inspires you?
JR: In design, I look to the 70s for sartorial reference and to muses like Bianca Jagger and Anita Pallenberg. I’m very inspired by the nostalgia of French beauty and bohemia; I have a keen eye for small details found in international street style too. The way a certain influencer styles something can become an inspiration as well. In business and life, I’m constantly inspired by iconic women in the Australian and International industry, and fellow working mums.
s t e e l e . Director, Jessica Reid
M: How does your creative process work?
JR: At the beginning of each collection my team and I create, we reference s t e e l e .’s ethos – tough luxe glamour for the modern boheme, created to inspire strength through femininity – this drives and inspires our work. Each collection’s creative process differs; inspiration can come from all kinds of directions – words, cities, people, dreams – which influences where we begin our designing. I love the dynamic nature of our creative process and that no collection comes from the same beginnings.
M: What advice would you give young people wanting to get into the fashion industry?
JR: Work hard, learn, trust your instincts and be assertive. Intern and try as many new things as possible, you won’t know where your strengths lie until you put them into practice. From my experience within the industry, opportunities can be gone in the blink of an eye, I’ve learned complacency can be your downfall. There are always opportunities out there to grow and be innovative – seize them where ever you can!
M: What are your 3 must have pieces from the upcoming collection?
JR: My must have pieces from the Spring 16 Collection are the Aria Dress – Black Sanchee, a favourite of mine and the teams from the July capsule, it’s a fresh update on signature
s t e e l e . styling. The Ember Dress is a stand out for me, as Spring begins to show its colour’s the vibrant Cherry Primrose print reflects this. Another highlight is the Sloane Shirt Dress in Sage Latika – this style encapsulates the tough-luxe, relaxed glamour attitude our collections emulate.
Ember Dress, due in selected stores late August
Sloane Shirt Dress dues in selected stores late August
Belina Dress, due in selected stores mid-August
Harley Dress, due in selected stores mid-August
Shop s t e e l e . online here.