Image taken by Dimi Krkaliev

It’s been just over a week since my business partner and I launched what has been the result of endless daydreams, long and sleepless nights and copious amounts of caffeine…the end product, a sparkling new fashion label called ‘daeDreamer’.

Think tequila sunrises, holidays in the Bahamas and pops of bright tonal summer colours blended with a twist of vintage charm and bohemian femininity and what you end up with is a fresh new brand that quenches the thirsts of style-seekers from every end of the fashion spectrum.

Last Sunday 27th November, myself and Penelope Day gave the world a small taster of what is yet to come from our joint love of creating whimsical and etherial pieces that make its wearer feel like a goddess with minimal effort.

As the day approached (faster than we expected) the sun was shining and there was definitely a distinctive scent in the air of ’something new’ about to be discovered.

Hosted at the Fashion Incubator, Designer Concept store at Sanctuary Cove – over 70 VIP guests came to witness the unveiling of what has been 9 months in the making for both Penelope and myself.

Gorgeous models (from Katz Management) sashayed around the store, serving food and chatting to guests whilst wearing combinations of our vintage crochet ‘one-off’ pieces (all 100% hand made and beautifully unique in their own way).

With a live DJ, bubbles, canapes and lots of garments on show for sale – the parade proceeded to begin. Never have I witnessed so many people, clambering to edge one foot into a single shop front, all to take a glimpse at what was next to walk down the runway.

Inundated with sales, (still whilst the models paraded the garments on their bodies) guests were super keen to get their hands on some of the new daeDreamer pieces – it was amazing and very rewarding to see it being so well received. Even one week later we are continuing to process private orders that are coming in thick and fast as we also prepare for our inaugural website launch where everything that was showcased on the 27th will be avail for purchase.

Hence the day was a huge success – allowing us to unveil our new baby, one that has been kept under a pretty tight lock and key until now. We are also proud to share that daeDreamer supports local production and ethical practices, with the majority of our garments being made and produced right here on our doorstep (in the Gold Coast and in surrounding areas).

So as I sit here now, sipping a latte and reflecting on what was a launch event ‘extravaganza’, I can’t keep the seat warm for too long, there’s so much to be done and the truth of the matter is…the dae-Dreams of two Gold Coasters…have now become reality!

Since Indigo Joker branched out into the  fashion styling services, we have been lucky enough to have the opportunity to work on numerous high-end fashion & beauty shoots with a bevy of exciting emerging local talent from both Brisbane and the Gold Coast. Fresh faced models, insanely talented photographers, masterful make-up artists & skilled hair and beauty stylists all make up a team that is required to pull off a polished and professional end result.

A recent shoot that I was personally booked to direct the fashion and style element of was one conceptualized by a very talented young brisbane based photographer named: Rachel Aust.

Rachel’s work first became known to me via Facebook where I would see some of her images pop up here and there through various mutual friends’ pages. Her crisp and captivating style, teamed with her amazing use of color and contrast allows each one of her images to stand alone as a strong & powerful solo shot or alternatively a series of harmonious and free flowing imagery that tells a enchanting story to it’s viewer. Our shoot (appropriately named: RAW SUGAR) was no exception.

Shot in the forest grounds of Pizzy Park in Miami (Gold Coast) who would have ever thought a location so local to us all could look more like it was derived from a backdrop more suited to a canadian woodland landscape. However the moody and slightly dark aspect to this series gives it the perfect edge that evokes a feeling of mystery and grandeur when you look into the eyes of this disturbed beauty.

From the moment I met Rachel, I took an instant liking to her and the way in which she worked on our shoot. So free and easy, void of the use of any technical lighting or heavy equipment like so many other shoots require and knew precisely what she wanted in order for her visual story to be told in the exact way in which she had imagined it to be.

I thought i’d take 5 minutes out from the day to ask her a couple of questions:

Kathryn: How old are you?

Rachel: I am nineteen years of age.

Kathryn: What made you get into Fashion & Beauty photography?

A:  I have always been a creative person, and as a creative person there is always an idea in my head which has to be made. Once I realised I was becoming skilled enough to execute these ideas I decided I would be able to do the same for designers, hair salons and various other clients. I like to be able to unburden the designer of their vision. I also find the ever-changing aesthetics of fashion photography and the evolution of fashion trends to be extremely intriguing.

Kathryn: Where do you draw your inspiration from?

Rachel: I become inspired by things which do not seem very cohesive, such as strange music I find late at night, the weather, colours, a constant drive to get better, and obviously the work of other photographers.

Kathryn: Who would you most like to do a photo-shoot with someday?

Rachel: There is not a certain person whom I would like to photograph, as the faces of fashion change even more quickly than the trends and I have never had a set ‘favourite’. However, there are brands which I have long-term aspirations of shooting for, such as Prada and Jean-Paul Gaultier.

Kathryn: Where do you see yourself in 5 years time?

Rachel: In five years time I would love to be shooting internationally. I am always dreaming big, but realistically if I could not be overseas in such a short time frame I would love to be living in Sydney and be signed to a creative agency as a fashion, beauty and editorial photographer.

Credits:

Photography: Rachel Aust (www.rachelaust.com)
Model: Lauren Barley (Dally’s Models)
Hair & Make up: Amiee Taylor
Fashion/Style Director: Kathryn Edmonds @ Indigo Joker

I recently asked myself the following question: “Should i feel guilty about how much of my waking hours are spent at Robina Town Centre, either shopping for clients or myself for that matter” ? the answer lays below:

Apart from having everything a girl could possibly need under one roof (apart from my cute puppy, soft bed and boyfriend to keep it warm) i do however feel totally at ease with spending a large portion of my waking hours there and the other half at my work studio (which is dangerously only around the corner). So when i was asked to participate in their two upcoming VIP style events to showcase some of the hottest new trends for Winter, i of course, willingly agreed and was excited to hear what they had planned.

Thursday nights’ occasion (7th April) was a totally sold out, VIP event, that hosted a stunning parade of garments, hand chosen from selected retailers within the centre, guest appearance from none other than Charlotte Dawson (from Australia’s Next Top Model) hosted by the stunning Gold Coast girl herself: Chloe Maxwell. Not to mention lots of exciting new products bursting out of the jam packed goodie bags that adorned every sold out seat in the audience.

As the fashionistas of the Coast arrived, they were welcomed with red carpet entry, sparking champagne and an array of delicious bite sized treats to satisfy their fashion hungry pallets. Speaking of fashion hungry pallets, once the parade began, i couldn’t ignore the surrounding sounds of gasps and excited sighs at some of the garments that stood before us. Take the divine Military inspired black trench with bronze buttons by MARCS or the 50’s inspired glamour puss lace dress by Alana Hill, just to name a few. These hungry fashionistas couldn’t wait to hit the shops & nab themselves a little piece of the action.

The ‘off-the-cuff’ on stage chat between Charlotte and Chloe was certainly a highlight. I think everyone in the crowd felt as if they were eavesdropping in to a conversation between two girlfriends over a coffee – whilst still picking up some great useful trend advice from fashion industry veteran: Charlotte Dawson herself.

Saturday’s event was a little different, with myself and Margo Bowers (fellow stylist for Robina Town Centre) taking the stage with Chloe to share some of our own tips and thoughts on this seasons key trends. I personally focussed on some of my favorite trends this winter such as: “Luxe Layering”, “Urban Safari” and “Cosy Casuals” and talked about how you can make these looks work for you every day.

All in all, a fantastic event for what is hands-down one of the leading shopping destinations of it’s kind. Robina Town Centre has it all and after being apart of an event like that – i come back to my original comment & make the following final decision: “I harbor NO guilt what so ever about spending practically half of my walking hours living there – it’s worth every minute”!

Now that the mornings are getting that little bit darker and the temperatures drop ever so slightly, we start to realise that our (late arrived) summer is on it’s way back out. So, knowing this, we must start to accept that our ‘winter wardrobes’ will be in need of some refreshment and updating and the one item that should get priority is the trusty pair of DENIM JEANS!

Yes, we all own a pair (some more than others) but  in this instance, quality far outweighs quantity in my humble opinion. Getting the RIGHT pair for YOU is essential and will make such a big difference when it comes to figure flattering, comfort and looking great this season.

First of all, shopping for jeans can often be a daunting task. My best advice is to start with an open mind and be prepared to try something new and not always stick to your old ways as you may surprise yourself to discover that there is a particular shape/style/cut that is much more flattering for you than one you may have been using all this time previously.

Always try to make sure you get a size that is a tiny bit tighter at first than you might feel comfortable with, as jeans are notorious for stretching after a few washes and you want them to remain firm and fitted in all the right areas (despite what the cut/style may be).

Some of the latest Autum/Wimnter 2011 denim trends we are seeing in stores now are: elastic and rolled cuffs, trouser style jeans and ‘mid rise’ (say good bye to the ‘hipster’ and ‘high waisted’) it’s all about comfort and class and understated sophistication for the upcoming season.

Here are some tips on different jean cuts that might be able to steer you in the right direction to ensure you make the correct purchase for your body shape.

1) Straight Leg Jeans: Straight cut jeans flow strait down from the waist making the legs the same width as the waist – perfect for someone wishing for more coverage.

2) Skinny Jeans: Skinny Jeans look best with high-heeled shoes or knee-high boots, drawing attention to your legs and accentuating your shape.

3) Wide Leg Jeans: Wide leg jeans can be very flattering and especially suit the pear shape, larger or taller ladies figure.

4) Boyfriend cut Jeans: These are loose, baggy and have a ’slouchy’ feel to them, (hence looking rather like a pair of mens jeans) they are a great casual option.

5) Mid Rise Jeans: These sit just below the belly button and provide support and coverage for the stomach area whilst still allowing a good shape around the bottom and lower waist.

6) Cropped Jeans: Cropped Jeans look best when they are below the knee and can come in a variety of fits and colors. A folded or rolled cuff hem adds to it’s appeal and can work for either a casual or more dressed up look (depending on what it is worn with)

Hello everyone and welcome to my first blog post of 2011.

I hope you all had a lovely festive season and are ready to embark on the New Year with a bucket load of enthusiasm and energy, which we all know is not the easiest task to spring back into after the silly season has truly taken it’s toll on us. One thing we do know for sure though is that many of us may have gained a little extra  than just a bonus chrissy present under the tree this season, one that comes in the form of an extra kilo or two maybe?? Never fear, you are not alone and the fact that we have the uncanny ability to make ourselves feel so much better by simply dressing our best is one ability that i will forever be thankful of.

Ask yourself, have you taken the time since the new year ticked over to not only detox your body of all the party poisons that you may have embarked on consuming, but also detoxed your current wardrobe situation and beginning the cleansing process, giving yourself a fresh, new start for what is bound to be the YEAR OF STYLE!

Towards the end of 2010, i was asked to join the Robina Town Centre fashion stylists team and now I am excited to announce that I am taking bookings for those who wish to be given a little bit of extra guidance when it comes to replacing an old, tired and unfashionable wardrobe, with a new stylish and fresh space that is filled with garments that will fit and flatter it’s owner, resulting in them feeling totally fabulous and ready to tackle the world!

Booking a styling session is no longer seen as an unrealistic and lavish service that only the ‘rich and famous’ would do. These days, people from all walks of life are realising the relevance in spending their money and time wisely when on the hunt for new wardrobe basics that can be worn daily as well as statement items for that special occasion.

How many times can you honestly say that you have spent hours upon hours, sifting through sale items, feeling lost, confused and totally overwhelmed, only to come home with items that you KNOW you will never wear again and will keep the tags on for the rest of their life form – pointless and costly too i might add.

Spending 1-3 hours with a stylist may seem like an expensive way to shop, but at the end of the day, you will walk away with you not only some great new purchases (that you may never have thought to buy yourself) but with the knowledge and new found education on what items are in season, trend and suited to your body shape. You will feel like a million dollars – without spending anywhere NEAR that (don’t worry).

So, stop procrastinating and start spoiling yourself, why not? It’s a new year, new start and there is no excuses for not dressing to your fullest potential.

We all have the ability to look and feel stylish, no matter what your budget is, that is the beauty of what we do as personal stylists. We work within a clients’ budget whilst allowing them to achieve their goal during a session.

So if your interested in making 2011 YOUR year of style too…click here to book.  I hope to  see you soon for what will prove to be a fun and liberating experience.

Kathryn Edmonds here, Creative Director and owner of the emerging fashion label Indigo Joker. When I was asked by Michelle from the fashion playground to do a little guest blog, I was more than a little chuffed I must admit. 

Blogging, free-lance styling and running a label are all part and parcel of living the dream (in my world anyway) so I thought “what better way to start than to aim strait for the jugular”…..and give you a little background on how it all came about and what aspects within this crazy world of fashion have found a special place in my heart and will remain there for ever.

So after years of sitting behind a corporate desk, tapping out mundane ministerials & memorandums, I’d constantly found myself drifting off into a day dream bubble that consisted of creating garments, styling shoots and living the life of a fashion designer.  Hell, if this wasn’t a hint from the garment gods above, I don’t know what was.

After moving from Brisbane down to the Coast, I spent a year slogging it out and starting from scratch, learning the ropes to my new calling in life, which at the time spanned no further than simply designing and creating my own style of clothes!  Three and a half years on and I couldn’t be happier with the life path that chose ME and the mere thought of returning to my old career sends shudders up my spine. 

I found as time went by, running a label requires you to wear many different styles of hats (and I’m not talking about a sports cap versus a wide brim). It wasn’t until I had been doing my thing for a little while that I discovered many other aspects about this industry that had totally won my heart over in more ways than one. Styling for my photo-shoots and gathering research from various people, places and experiences are just two that pop into mind initially.

To me, preparing your garments for a ‘photo-shoot’ is like the icing on a Krispy Creme donut (+ a few extra sprinkles thrown in for good measure). It is the chance to see all your hard work come to life through imagery and portraying a story that takes your customers to the exact destination you want them to be at when they look at your work! I mean who wants to stay in suburbia when you can be taken to New York, London or Milan…right?

There’s something sadistically rewarding about spotting a piece of graffiti in a downtown ally way in the streets of Brookyn (NY) & using the curve of the ‘S’ as inspiration for a side seam panel in a new skirt design for an upcoming range. Call it an odd source of idea gathering but hey…it’s just how my brain seems to work these days.

Or being given a styling brief by a client and sitting up all night trawling the net for the perfect ‘cuff’ of ‘ring’ that would just top the look off and give it that ‘WOW’ factor, some would call that OCD (Obsessive Compulsive Disorder) but id like to think of it as “fashionably committed”.  I guess that’s how I justify the method to my madness.

Meeting an array of colorful characters on a daily basis is also a perk of what I do. From quirky to cruisy or dramatic and demanding, this industry is not for the faint-hearted, yet I feel that being a ‘Coastie’ has softened my touch (in all the right ways) and allowed me to get the job done yet see the fun side to what I do. Because at the end of the day, I know I can go home, pop a glass of bubbly and take a deep breath in and smell that salty sea breeze….ahhh…how I love living near the beach!

I guess the moral of my story is: a book should never be judged by it’s cover and if I had of known how much more there was to love about this industry, I may have signed up for the ‘extended edition’ much earlier and spent less time day dreaming and more time achieving!