I used my savings to fly to LA to meet the Hadids, understanding the immense potential it held for my work. It was a huge risk, but in my mind, there was no other choice. I knew what I needed to do to make my mark.
As the designer behind Rocky Rafaela, could you elaborate on how the brand celebrates individuality and self-expression through its designs?
The design process for me always starts with an artistic approach influenced by my personal experiences, much like a songwriter who writes about a breakup or an emotional journey.
I feel like my energy attracts lots of intriguing experiences which I use to tell a story through design. Sometimes, I feel the need to design in the jungle, so I’ll head to Ubud in Bali and immerse myself in whatever comes my way,—ideas, animals, textures, or patterns.
Each time I encounter a new design technique, I feel an irresistible urge to incorporate it into my collection. My latest discovery was during a visit where I became captivated by women weaving baskets from bamboo. The rhythmic, repetitive motions they used to create intricate, cage-like designs mesmerized me. This encounter sparked a deep connection and collaboration with these artisans, leading to the birth of the smocking in my latest collection.
Guided by my vision, these talented women began using new materials to create textures that became the hallmark of the Rocky Rafaela collection. This process of immersion and collaboration brings me to a state of hyper-focus and creative obsession. I dive deep into research, study, sketching, and hands-on creation until an entire range comes to life.
For example, when I was feeling quite beaten down, I started to visualized superheroes and what they meant to me through my lens. Then become intrigued with the armor concept. I watched many superhero movies, researched their uniforms and armor, and this inspiration led to the creation of the “Superheroes Collection” in 2019. I incorporated armor into the clothing, symbolizing strength and power. The result was very cool, and I was super proud of how it turned out.
After your success dressing celebrities like Gigi Hadid and Dua Lipa, what inspired you to refocus your efforts on the Australian market?
I hit the celebrity scene quite early, and the international market naturally became my focus. London socialites spread the word about Rocky Rafaela, which then reached LA, and for years, that became my primary focus. I eventually entered Fred Segal, handling quantities I had never managed before.I followed the natural evolution of my brand, pouring everything I had into it. Despite limited financial resources, I knew I had to seize an opportunity that could propel my brand forward. With a clear vision and determination, I used my savings to fly to LA to meet the Hadids, understanding the immense potential it held for my work. It was a huge risk, but in my mind, there was no other choice. I knew what I needed to do to make my mark.
I love Australia, as it’s my birthplace, and now I’ve decided to focus on my own country. I believe there’s nothing quite like Rocky Rafaela here, and I’m confident it will do really well.
You’re often on the go while running a highly successful fashion brand. What’s a typical workday outfit for you?
I have a very strong morning routine. I start with breathwork around 6 am, followed by writing my visualizations and journaling. By 8 am, I’m doing hot Pilates or boxing, then I begin my workday. Depending on where I am in the world, I’m either in the factory or the office or shooting creating content.
It’s hard for me to relax because I’m so passionate about what I do, and there’s always so much to be done. I have to be very mindful of the need to unwind to avoid burnout. I take beach walks at sunset and try to chill at night, getting into bed around 9 pm. I’m currently doing a business course, so I’m usually studying at night—yes, I’m a workaholic.
I’m alcohol free, so I get a lot out of my days without off days or hangovers. It’s been life changing!
Could you share some insights into the transition from dressing international stars to reconnecting with the local Australian audience?
I have always had an audience in Australia, selling online consistently, though my focus had been elsewhere. My brand is strong and bold, designed for the woman who wants to stand out, and I know there are many such women in Australia now that I’m focusing here.
I’m excited to expand into wholesaling. There is nothing quite like Rocky Rafaela, and the Rocky women are definitely in Australia. I’ve also curated my designs to have a more commercial appeal for the Australian market.
What elements of the Australian fashion scene influence your design process for the upcoming range?
I’ve never been one to follow trends or other brands, as creativity has always been a deeply personal need for me. I didn’t start this business to make money—it happened naturally. I’ve curated the next range with a focus on the Australian market, and I’m being coached on trends while taking an online business course to better understand both sides of the business. Trends are incredibly important, especially when aiming for prestigious retailers, who demand trend-focused products.
In what ways do you aim to empower women through your designs and brand ethos?
In this day and age, many brands convey a similar message of empowering women, but Rocky Rafaela’s story is very different. It pulses with my identity, born directly from my university days. The brand embodies the strength and go-getter spirit that drove me to create my own world and universe through art and fashion. To achieve this, I needed strength, power, and courage to overcome my dark days Design became my therapy.. I had to follow my own beliefs, ignoring those who claimed I needed more experience or more help. I hustled, put my best foot forward, and trusted in my vision. This created Rocky Rafaela, and I believe this energy is carried within the garments, which is why people feel a certain strength and power when they wear them.
Not many people know this, but when I created Rocky Rafaela, I also created a universe I could escape to. I was quite young and going through many mental health issues. The real world was too painful to bear, so I designed a world I dreamed of living in—a world without anger, fear, or negative thoughts, where everyone empowered each other. In this world, you could fall but always get back up stronger and more aware. The more I created this universe, the more I started to enter the reality of it. I visualized and created a world with no limitations, stereotypes, or homophobia, where everyone could be exactly who they are. The irony is that what I visualized and created from my mind eventually became my reality.
Who is your all-time favorite fashion icon, and how have they influenced your style?
From a very young age, I was drawn to Alexander McQueen, even before I truly understood fashion. I had all his scarves, which I would wrap around my head, feeling free while traveling the Greek islands. I collected his rings and the more affordable pieces, not fully understanding why I was so captivated by his work.
Later, I realized it was his dark side and personal traumas driving his creativity that resonated with me. I even got the MQ symbol tattooed on me when I was young. Although I still love him and what he represents, I’m in the process of having the tattoo removed.
How do you balance innovation and staying true to the brand’s signature style in your design process?
This is the easiest part for me. I’m extremely imaginative and always have a vision for things. Ideas come to me quickly, and it then becomes a smooth flow of creativity, losing myself in the moments. I become hyper-focused on what I’m doing, sometimes feeling like I’m not even in control, just moving. I wish I had this same ease with the business side of things, haha.
Lastly, what can fans and followers expect from Rocky Rafaela in the near future, both in terms of collections and brand initiatives?
Participating in the Grand Prix this year pushed me completely out of my comfort zone. I had never designed costumes before and had no idea what I was in for. The drama and the opportunity to go all out excited me and left me wanting more. Additionally, I also designed my first proper ball dress. I always loved draping during my university days, and this experience reminded me why. I think I’ll now use these skills to jump into other areas of design which will be featured in collections to come.
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