There’s more than one reason why we put on an outfit. Sometimes we want to feel comfortable, sometimes we want to feel warm. On other occasions we want to reveal a little bit of ourselves, but there are more times – in fact most of the time – when we simply want to hide a part of ourselves, and in that action project another identity.
This is a great motivator for fashion.
Last week we went along tor The Canberra Centre’s function area, The Hub, to see the launch of a new online outlet for fashion retailer Freida Rome. Conceived and developed by local lady Melissa Pullen, the designs selected to be distributed through the outlet reflect Melissa’s passion for the Golden Years of Hollywood.
Looking at the designs on display and worn by models on the evening, the link was easy to make. The flowing silhouettes are functional for everyday wear, but can easily be dressed up or down with accessories, jackets and shoes.
We spoke with Melissa after the launch and enquired about her decision to go online. “It’s an interesting step to take. People can be wary of investing in items they can’t try on for fit.” It a fair point, as unlike a handbag or necklace, it can be difficult to ensure the sizing is appropriate and, importantly, comfortable.
“Pop-up stores are a good compromise between the online and full-time retail spaces,” Ms Pullen continued. Little event such as this show, and venues that are available over a weekend are a great opportunity for people to try on the clothes, check the colours and then order their preference online straight away.” Freida Rome has also appeared at the Burlesque Bazaar proving a good fit in itself – the glamour of her designs complimenting the vintage style of burlesque.
Melissa revealed to us that Freida is almost an extension of herself, almost a whole new personality entire entity – an entity even – from her point of view. Melissa has conceptualised Freida to the point where she knows exactly what Freida would want ranged in her store, what accessories she would choose and what hat she would wear. Much like any well thought through enterprise, the label has a very specific focus.
It was only a few days later the penny dropped. Freida Rome is very much a projection of another side of Melissa’s personality. Freida Brown Free to Roam? Isn’t that what fashion is all about?
