FASHFEST '16: An Interview with Jade from Sovata
Q: Hi Jade! Firstly, congratulations on your incredible showcase at this year’s Fashfest! What was it like displaying your designs on the runway at such a prestigious fashion event?
A: It’s a whirlwind of emotions. Exciting, nerve-wrecking, scary. I always feel a little vulnerable revealing my emotions and art to the world but when you get all the lovely feedback that I have been lucky enough to get through FASHFEST. I feel very proud.
Q: When did your love of millinery first blossom and what promoted you to begin your own label, Sovata?
A: I’ve had a love of hats from a very young age. I have memories of going to department stores as a child and trying on hats—they were just so special and fun. As I got older this blossomed to the surface and without the option to just study millinery on its own I decided to study fashion design. In my final year I was lucky to get the chance to complete a Certificate II in millinery in a night course alongside my degree. It changed everything for me.
I need to be creative, which is why I started my own label. Working full time at a desk isn’t for me. We spend 70% of our time at work so why not do what you love?
Q: We loved your playful, colourful, and feminine designs on the runway and particularly adored the way that each model carried a rose, hidden behind her back. At the end of the showcase, it was such a lovely image to see the white roses all in a pile on the runway. What inspired you to do this and was there any particular symbolism behind this gesture?
A: The inspiration for the collection goes back to the 1950s. Beautiful classic silhouettes, femininity, colour and class. What’s not to like? While researching for the collection I found that as women were moving on from WWII, work, masculine styling, suits, pants, a life where most people knew someone who had died at war. They were moving into full skirts, colour, feminity; for me it seemed a mask for all the death and hurt that was below this beautiful surface.
I wanted the collection to pay homage to vintage but with a modern twist, so I named it 50/17. With this name and the idea of masking death and moving on from it in the 1950s I couldn’t help but think that maybe we’re moving back into a world full of war. The roses the models carried behind their backs as they walked down the catwalk were a tribute to deaths in war past and present.
Q: What advice would you give to those wishing to follow in similar footsteps to your own?
A: It’s hard work, long hours, and nowhere near as glamorous as people think. You need to think outside of the box and be brave.
Q: What do you hope the not-too-distant future holds for Sovata; do you have any exciting, upcoming plans that you would like to share with us?
A: This is my busiest time of year with spring racing. You’ll find me at lots of local markets and events over the next two months. Early next year I’m hoping to release a small bridal collection for alternative brides.
We encourage you to keep up-to-date with Sovata by following the label on Facebook or Instagram and you can also visit Sovata's website here. Be sure to also head over to the Fashfest website to find out more about the Canberra event!