2020 NIFA Fashion Design Award winner, MAARA Collective's Julie Shaw discusses how her brand has changed since winning the award last year. To read more about the 2021 winner, Ngali's Denni Francisco, be sure to pick up a copy of the September-October edition of Ragtrader.
How did winning a NIFA in 2020 impact your brand?
Winning the 2020 NIFA Fashion Design Award has definitely changed the trajectory of the brand, putting MAARA Collective on the radar of Australian fashion industry and media heavyweights, which has in turn led to a number of exciting opportunities.
We were named a finalist in the Australian Laureate for Best Emerging Australian Designer in 2020, and also placed as a finalist in the National Designer Award earlier this year.
Our brand awareness and audience following has increased, particularly during and after our Resort 22 presentation at Afterpay Australian Fashion Week through the Indigenous Fashion Projects runway show.
Off the back of that event, we've seen a really great uptake on pre-orders for the collection online, and are currently exploring potential wholesale opportunities.
I've also been so fortunate to be part of the Indigenous Fashion Projects David Jones Pathways program, with the opportunity to learn the inner workings of a major national retailer and had the opportunity to be mentored by the amazing Charlotte Hicks of Esse Studios and Kit Willow of KITX.
How has MAARA Collective changed since its win?
I feel that the brand is really evolving from a product and design perspective, in finding our unique style and where we sit within the market.
I can see that my vision for the brand resonates with audiences, and that gives me the confidence to stride forward.
I also feel that we are becoming more 'serious' in terms of forming our business roadmap.
I'm quite obsessed at the moment with forward planning and really building out solid business foundations so that we can be around for many more years to come.
Which areas are you exploring in your internship with Country Road? What key things have you learned so far?
I've spent a lot of time shadowing the wonderful Maria Rinaldi-Cant, head of design at Country Road, and that has been a fantastic experience.
I've also spent time with the marketing team and am about to enter into sessions on sustainability which I'm really looking forward to.
The key things that I've learnt so far from Country Road is to have the customer front of mind in all areas of decision making, and to really keep an eye on the numbers of the business.
Having systems in place to analyse data and forward plan is so important, and Country Road have inspired me to set up such systems within my own business and to think strategically.
What advice would you give to emerging Indigenous designers?
Believe in yourself and don't be afraid to try.
However, be fully aware that a fashion label is a business - it takes a lot of money to get started, there are many moving parts to this type of business that you need to be across, and only a tiny percentage of your time will be focusing on the fun and creative side!
If you can, get some experience in the industry working with other fashion companies, to get an idea of how the industry really works and whether it is for you.
Seek out experienced mentors who've 'been there done that' and who can guide you and offer advice when you need it.
How can the wider fashion industry better embrace First Nations brands?
Mentorship is an incredible way that the fashion industry can pay it forward, by sharing skills, knowledge and lived experience of owning and operating brands and businesses within the fashion industry.
The wider fashion industry can embrace First Nations brands by engaging with us and including us in the important industry events, which we are really starting to see happen across the industry and that is amazing.
I look forward to seeing much more of that to come.