‘Design can have a positive effect on mood, enable self-expression, start conversations, form friendships, stimulate nostalgia, and elevate an outfit, of course!’
What inspired you to become a Creative Director, particularly in the realm of producing limited-run wearable art?
I didn’t set out to co-own this brand, or operate as its Creative Director. I discovered the brand shortly after resigning from a soul-crushing corporate role and what really appealed to me, particularly at that time, was how Erstwilder was working to spark joy for its community through its product and all that it does. I started consulting with the Erstwilder team in a marketing capacity but soon saw a major opportunity to develop a retail (B2C) area of the business and really nurture its community, as it was a B2B business only when I got involved. Soon enough I had put ‘skin in the game’, so to speak, and took on 50% ownership as well as the titles of Managing Director and Creative Director.
How do you approach the design process to ensure that each brooch is not only visually appealing but also resonates with the wearer on a deeper level?
The first step is the most important. Consult the community! We’re a highly community-driven brand and while many brands promote that value, we actually live it. We’re constantly receiving feedback and suggestions for future collection themes and designs from our community. We receive requests via email, via social, via the ‘submit a design idea’ form on our website, and from time to time we’ll run polls on social media to gather information and take the pulse of what our community would like to see from us, en masse. Once we have determined that a given theme or design will connect with the community we aim to deepen those opportunities for meaning and nostalgia through thoughtful and considered design names and stories – something each design has included in its packaging – to give it something extra for the community to connect with.
Can you share an example of a design you created that successfully sparked joy or evoked a strong emotional response from its wearer? What was the inspiration behind it?
I have an absolute favourite go-to story for questions just like this! And it’s a great example because in this instance the emotional response wasn’t ‘planned’ so to speak. Sometimes, often in fact, these things just happen, and it’s magic. One afternoon back in 2017 I believe, I received from a lovely woman who wanted to provide some feedback after receiving her most recent order. She said something along the lines of the following (note that this isn’t an exact word-for-word quote!): “Hi Erstwilder team. I wanted to reach out to thank you for my new Magpie brooch. My mother, when she was with us, was something of a Magpie whisperer. They would appear everywhere she was in the garden. When I saw this design I just had to have it. I felt like it was made for me. You see, my mum’s name is Marjorie.” What I haven’t told you yet, is that it just so happened that we named this design ‘Marjorie Magpie’. I tear up each time I think about that email. That’s the real Erstwilder effect.
How do you balance creativity and practicality when designing brooches that are both aesthetically pleasing and functional?
The practicality component is managed with certain design and production guidelines. These are ever present, they apply to all designs we work on, and that allows us to focus on the creative. For example, we have a set minimum and maximum number of ‘layers’ we employ when creating a design. We have a specified size guide for full-size vs mini brooch designs. We understand where to place brooch clasps on each piece. So, as long as we’re operating with the guidelines in mind at all times, we have the freedom to get really creative.
Can you describe a time when you collaborated with others to create a meaningful piece of wearable art?
To be honest, I doubt I could count them anymore! Artist collaborations are a key part of our product mix. These are ranges where we work with an existing, established illustrator or artist and help bring their works to life in wearable art form. As an Erstwilder collection, each of these is meaningful in its own respect. In the past, we have worked with artists to create ranges around body positivity, mental health, highlighting Indigenous Australian artists, or shining the spotlight on native Australian flora and fauna.
How do you stay current with trends in design while maintaining your unique artistic voice?
Actually, we pay little attention to the broader fashion trends. Our community doesn’t care much for what’s ‘cool’ or what’s ‘in’. And our designs aren’t intended to be ‘of the moment’. They are collectable keepsakes, which bear meaning to those who purchase them now and 50 years from now. Our community owns their style and marches to the beat of their own drummers, which allows us to focus on delivering impactful ranges, ranges that resonate with our audience, rather than having to consider whether the major fashion mags will care about it.
In what ways do you believe design can positively impact individuals beyond just being visually appealing?
Oh, there are so many ways! And we hear it every day from our community. Design can have a positive effect on mood, enable self-expression, start conversations, form friendships, stimulate nostalgia, and elevate an outfit, of course! We receive reviews and feedback on a daily basis as a testament to all of the above.
What is one item in your wardrobe that you cherish the most, and what’s the story behind it?
Usually, in my day-to-day life, I pay very little attention to the world of high fashion. Big, expensive brands don’t particularly appeal to me just because they happen to be big and expensive. But, my family trip to Italy in 2023 saw me splurge, just a little. One day, on a 4-hour drive across Sicily, my family stopped at what can only be described as the fanciest DFO you’ve ever seen. Standing on one spot and slowly turning around brings Gucci, Louis Vuitton, Prada, Chanel and many, many more outlets in view. The beauty of this discount fashion Mecca is just that, most stores have quite a lot on sale. So, being in Italy, and at this particular location, I felt moved to shop as part of the experience. I ended up finding a jumper in Burberry which is exactly my style. I knew I would wear it often, and appreciate it, so that was my one excessive purchase.
For your own piece of wearable art, shop the Erstwilder collection here.
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