Grass Roots proudly supports local women who are following their dreams in the creative industries such as Fashion. We will be highlighting our Labels and their teams on the regular so that you can have an awesome behind the scenes peek at some of favourite labels and the bad ass chicks behind them.
Meet Addie (Adeline) from Lilya who is the General Brand, Marketing manager and assistant designer in Australia, who when she isn't jetting around Australia and the world is based out of Lilya head office on the Sunshine Coast.
GRB (Grass Roots Boutique): We are really excited to be able to share with our followers an insight into what it is like to work for and work with a fashion designer. Adeline I know your role is very broad and that you are very busy (and that’s just replying to my emails) but can you give us a bit of an idea on what your role is and how long you have been working within the amazing label Lilya?
ADDIE: I started at Lilya as an intern while I was in my final year at university. Lisa (owner and head designer) was kind enough to let me learn from her and at the end of my internship she offered me a full time role as Marketing and Design assistant. I’ve been here for about four years now and my role has certainly changed alittle in that time! Now my main roles besides overseeing our amazing team in the Australian office are brand manager, design assistant and wholesale manager for Queensland/Northern NSW. In saying that, I still pack lots of boxes!
GRB: Jobs are never as glamorous as they seem from the outside but we’re not going to lie, working for a popular fashion label on the Sunshine Coast does sound pretty fabulous. For anyone starting out with a similar dream, what kind of background and/or study has led you to this role?
ADDIE:I always knew I wanted to work in a creative environment. So once I finished school I moved to Brisbane and studied double degree in Business / Creative Industries (Fashion) at QUT. My degrees were four years so during that time, besides from studying I immersed myself in a lot of different aspects of the industry. I was working for a fashion boutique, assisting in wholesale buying and marketing, so I was learning the wholesale cycle from a Retailers point of view. I also was doing some styling work and completed a short course at Whitehouse Institute of Design in Creative Direction and Image Styling.
I would say interning was an invaluable experience as it put all the bookwork I was doing into practice. It gave me a real insight into how a fashion label works and how the theories I’d been studying are utilised in a fast pace environment. This industry requires a lot of hard work, a willingness to learn and ability think out of the box. The best traits you can posses are a good work ethic, adaptability and be happy to get your hands dirty.
GRB: We at Grass Roots Boutique are passionate about where we live and work, we love supporting amazing local labels. What do you love about living and working on the Sunshine Coast (East Coast of Australia)?
ADDIE: I was incredibly lucky to land this role without having to move interstate or overseas. I travel a fair bit with my job now, mostly to Indonesia (Where Lilya is ethically manufactured) and Interstate so I feel like I really get the best of both worlds. After being away for a while there’s nothing better than coming back home. It really is a special part of the world and our Sunshine Coast office is a 2-minute walk to the beach, nothing beats our beaches.
GRB: I know for a lot of young designers and fashionistas just working for a popular fashion label would be amazing enough but have you had any amazing pinch yourself moments while in this role or in this industry?
ADELINE: We are a really tight knit team at Lilya, so it’s nice to be able to see our hard work paying off. I always feel really fortunate to be mentored and work with so many amazing creative people in the industry that I really admire.
Lisa and I always have a bit of a pinch me moment when we shoot a new range or campaign, seeing the ideas or drawings we did months ago now being worn by a model somewhere amazing in the world is pretty surreal. Gisele Bündchen recently purchased some pieces from us and it was probably the biggest pinch me moment, seeing her wearing LILYA and hearing her praises about the brand. But you kind of always get that feeling spotting ladies wearing LILYA down the street or sharing images of them on holidays. Seeing woman enjoying life and wearing your designs is the most gratifying part of it all.
GRB: Where to from here for you and Lilya?
ADELINE: We have lots of exciting things happening here! We are receiving an amazing response from the US market, which we launched just over 12 months ago. We have such amazing support here in Australia, from customers and our stockists (including our beautiful new stockist Grass Roots!). Besides that we are busy designing our next collection and planning some pretty special shoots overseas, which we can’t wait to share!