The name SOVATA represents the designer behind the label, Jade Sargent. The ‘S’ is the first initial of the surname Sargent and Ovata is the botanical name for a Jade plant.
SOVATA was created with two distinct, but complementary sections—garments and millinery. When combined these create a cohesive, modern ‘hatted’ total look.
Jade believes hats are a powerful item of clothing and is delighted that more women are eager to experiment with wearing them.
Although perfect race wear garments, SOVATA’s designs are also wonderful to wear at weddings, for garden parties and for other special occasions and formal events. The clothing is flattering on different body shapes and made of fabrics that are extremely comfortable to wear. Tulle features in key pieces.
Q. Thinking back on 2013, what goals have you achieved that you are most proud of?
I am most proud of getting the courage to participate in the Hustle & Scout Twilight Fashion Markets. As a designer you never know if people will connect with what you are designing and making. Sovata’s participation in FASHFEST at the Canberra Airport last year was met with so much wonderful feedback from the general public and those in the fashion industry. This gave me the encouragement and push needed to take my label to the next level.
Q. What is on the agenda for Sovata in 2014?
The big goal for Sovata this year is to set up a large studio at home so Sovata’s construction process can move from a temporary operation to a permanent operation in a truly creative space. And also big is Sovata’s participation in FASHFEST. I also plan to keep building my brand, getting my name out here and building my client base, including through local markets. Can’t wait.
Q. What does it mean to you to be participating as a designer in FASHFEST 2014?
It’s hugely exciting to be participating in FASHFEST. It’s a chance to put into practice what I spent years studying for. Who wouldn’t—as a fashion designer—want to show a collection in their home town? I know I do. I’m thankful for FASHFEST, although openly admit I’m nervous about presenting my ideas and emotions to everyone. I’m confident I’ll get as much positive feedback in 2014 as I did at the inaugural FASHFEST.
A few just for fun:
Q. I would love to travel to Greece because the scenery looks beautiful. Amazing blue water and beaches contrasted against white curved architecture. WOW. It’s something I really need to see with my own eyes to appreciate it fully.
Q. My heaven on earth is spending the night cuddled up with my puppies and my hubby relaxing and watching a movie. Ah … Bliss.
Q. If I could have one thing in the whole world it would be to have the ability to make a living purely out of designing for Sovata. Creating clothing and millinery is my passion and artistic outlet and I feel lucky to have found an occupation I truly connect with.
Q. My favourite designer is the master milliner Stephen Jones because his millinery creations are out of this world. I can only hope to be half as good as him. How he manages to get some of his creations to stay on one’s head is beyond me.
Q. The greatest risk I ever took was when I decided to study fashion at the Canberra Institute of Technology. I wanted to learn about millinery and knew I could while studying fashion so I took the plunge. I knew nothing about fashion but I did know I was creative and hands-on. For me, fashion is the perfect fit.
Tonight (Friday 2 May) will be SOVATA’s second appearance at Fashfest.
Canberra Airport
Tickets: www.fashfest.com.au
