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Emma Mulholland - the 2012 INNOVATORS

Anna Westcott | Charlotte OCarrigan | Leah Hibbert |

FASHION FUTURE INTERVIEW

Australian designer


Emma Mulholland

Fashion Future: Were you expecting to be chosen to be part of the innovators show or was it a complete surprise?

Emma: It was a big surprise. I had a rough start where I was trying to prove myself, so it was a big surprise to be chosen after that.

FF: Why do you think your collection was chosen?

Emma:: I think Nick wanted the collections to be quite bright and colourful. I guess the colours; a lot of my pieces are quite statement which can be used in editorial. Theyíre quite full on compared to the tailored pieces of a lot of students.

FF: Yeah, you drifted away from the very simple and clean lines which many students have been embracing over the past few yearsÖ

Emma: Yeah, simple design is great if thatís your kind of style, but Iíve always done exactly what I wanted to do. My designs are always very reflective of myself.

FF: How difficult is it for designers to make a name for themselves in the Australian fashion industry?

Emma: I think it takes a lot of putting yourself out there and networking. You also need to be able to take on criticism, because you get as much bad as good.

FF: You mentioned your collection is very statement-making. Do you think there is still a legitimate market for that kind of design in a market thatís monopolized by a very muted colour palette and understated design?

Emma: I definitely think there is a market for it, it might be a bit younger, but itís definitely there. Even the cover of Australian Vogue this month is very bright. I think people will go back to not spending a lot of money of fast fashion and buy more investment pieces. I think people are just really bored.

FF: How important was the beach and surf culture to your development as a designer?

Emma: Iíve always loved all the colours and the natural side of the beach. I even looked into the archives of Mambo and Hot Tuna and looked at the movie Point Blank. I think itís such a core aspect of our society, so I just wanted to peel it back from fashion and focus more on the natural surroundings of the surf.

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