Our Director and Founder Lana Wilkinson sat down with Jane Rocca from Domain Review to discuss Melbourne's dynamic fashion landscape in the lead up to Melbourne Fashion Festival. Speaking on how Melbourne's deep rooted style history has shaped the way Lana and other local brands create their designs.
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Why is Melbourne Australia’s fashion capital - why is the city defined this way and what makes it so. Please share brands you think that feel most Melbourne or thoughts on what makes our cultural DNA?
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Melbourne’s fashion capital status comes from the dynamic and diverse fashion community that are continually inspiring and exciting new work. I think we support local talent well and encourage a unique blend of cultural influences which creates an amazing fashion landscape for the city. Toni Maticevski, Viktoria & Woods and Strateus Carlucci are all Melbourne born brands that embody the city’s edgy and urban aesthetic.
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How has your work as a stylist and now shoe designer reflect what Melbourne is all about? How does the city inform what you do?
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I take endless amounts of inspiration from being on the streets of Melbourne and observing the fashion and styles that people are experimenting with. I’m always aiming to design my shoes by blending classic elements with a contemporary and fashion forward twist – which I think is classic Melbourne style.
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What brands really speak of Melb in your opinion? Be they current or past icons
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Scanlan Theodore is a known for it’s sophisticated and timeless which is quintessentially Melbourne. Nobody Denim is an iconic denim brand known for its high-quality denim and sustainable practices, the brand represents the city's focus on ethical fashion. Toni Maticevski is another iconic Melbourne fashion designer, known for his luxurious and sculptural designs that reflect the city’s urban influences.
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How has Melb fashion style changed over the years in your view?
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The city’s fashion scene is always embracing new trends but I think we’ve become more inclusive and diverse, embracing a broader range of styles, body types and cultural influences. We’ve also embraced edgy and eclectic street style over the years and it’s become a major source of inspiration for both designers and everyday fashion choices.
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How can we maintain our place as leader in fashion?
I think it’s so important to continue nurturing and supporting local creative talent, including designers, stylists, and photographers. These are the next generation of trend makers, and they will become the new influencers on the Melbourne fashion landscape with fresh and innovative ideas. Emphasising the city's love for street style, individuality, and creative expression will set Melbourne apart and help maintain it’s fashion capital status.
