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Let us introduce you to Eily Shaddock. A full-time fashion design student and winner of the Brisbane Fashion Month Design Competition. 

Let us introduce you to Eily Shaddock. A full-time fashion design student and winner of the Brisbane Fashion Month Design Competition. Left: Emerging Designer and Brisbane Fashion Month Design Competition Winner, Eily Shaddock
Right: Her label BRANDED's winning design. [Photo of Eily Shaddock supplied]

Brisbane Fashion Month 2017 saw an array of fashion creatives come together to showcase their best designs. The Brisbane Fashion Month Creative Competition promoted emerging talent within the fashion industry. From designers, illustrators, stylists and photographers – there was an impressive line up of talent recognised and celebrated.

I sat on the judging panel alongside Meredith McMaster, Sarah Timmerman and Andrzej Pytel. The general public also voted for their favourites and to say the competition was tough would be an understatement.

Emerging Designer, Eily Shaddock from her label BRANDED, won the Design Category and evidently has a strong interest and passion for Australian fashion. The young creative has interned within design teams for Romance Was Born, Alice McCall and Ellery. What’s more, Eily was also selected to be a part of the 2016 Fashion and Industrial Design, Hong Kong/Taiwan Study Tour. Along with these fantastic experiences, she also has completed her Advanced Diploma in Fashion Design and Technology at the Australian Institute of Creative Design where she topped her graduating class.

Read her exclusive interview with Fashion Weekly below. 

Congratulations on being chosen as the winner of the Brisbane Fashion Month Fashion Design Competition. Can you tell me about the inspiration behind your winning look?

ES: Thank you! The look I submitted has been my most popular of the collection. The iconic lips jacket and the digitally printed barcode jumpsuit showed a glimpse of my collections aesthetic and concept in the best way possible. The concept itself was based around the obsessions of modern- technology. Technology has invaded every facet of our urban existence and social media platforms are consuming our generation. Our obsessive tendencies have turned us into techno addicts who have been branded by consumption. My aim is to draw attention to the idea that we have become products of society through very quirky, silhouette driven, pop art garments.

The submitted look explores the relationship between our generation and the social media platform, Tinder. The jacket explores the disconnect in relationships and the idea that ‘love’ is sold to us and is ultimately ‘made by society’. The digitally printed barcode jumpsuit focuses on consumerism and explores the idea that the media has conditioned us to believe that we are all one of a kind and unique. It’s a broad yet focused inspiration behind this look but the overall aesthetic really came together and represents what I was trying to get across.

What was it like receiving the news that you were chosen as the winner of this category?

ES: I was so genuinely shocked. I remember getting each of my family members to read the email again for me as I thought I must have misunderstood what was said- so to say the least, I was pretty chuffed. I think my shock came from the fact that a lot of the other contestants already had established businesses so that was pretty intimidating, and the rest of the contestants had really strong looks. I was super honoured and was really proud of myself and it was nice to be acknowledged for the work I have done/am doing and that it was received well even though the design itself is pretty out there.

Let us introduce you to Eily Shaddock. A full-time fashion design student and winner of the Brisbane Fashion Month Design Competition.

What was it like seeing your design strut down the runway in Queen Street Mall for all to see?

ES: It was really exciting! I have never had my designs presented in such a public way, so it was really interesting to see the crowd’s reaction and gage what the public finds exciting and what interests them when it comes to fashion. It was a slightly surreal feeling, but I was and still am super grateful for that opportunity to showcase my work on a stage like that.

Was there a significant moment that sparked your interest to be a fashion designer?

ES: I remember it really well. I went to a friend of a friends graduate fashion show at QUT about 8 years ago and I remember exactly how I felt. I remember sitting there, music blasting with these fantastically weird yet wonderful creations strutting down the runway. I couldn’t get my head around how clothing was put together and how the designers came up with these new and exciting garments. Even the people there (whilst intimidating at the time to a 14-year-old girl) gave off such a superior yet creative vibe that I had never experienced before. It was the atmosphere at that fashion show years ago that sparked my interest to be a fashion designer and I haven’t looked back since.

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Where do you draw inspiration from when you’re creating a collection?

ES: My inspiration often comes from my love of crazy and clashing colours mixed with the 60’s Pop Art Movement and my fascination with consumerism and my generations obsessive tendencies in regard to technology and online platforms. I love to mock fashion in a tongue-in-cheek kind of way yet still pay homage to my concepts and ideas through really thought-provoking garments. For my latest collection, I did a bit more primary research by simply observing what my generation is obsessed with, understanding the obsessions and transforming those ideas into concepts and stories to create the collection.
For my next collection, I will and have done more thorough research into the ‘technical’ habits of today’s world and will try to draw out deeper messages and more complex ideas.

Overall, I want my audience to appreciate my collections for either the surface worth through the colourful and quirky aesthetics or really stop and take a step back to understand the underlining message/s throughout.

How would you describe your design aesthetic?

ES: Unlike my inspiration, my design aesthetic is fairly straight forward. I love to use bold colours, creative contrasts, typography, exciting textures and exaggerated silhouettes that challenge the ‘norms’ of fashion design and that also explore challenging concepts.

I myself 98% of the time wear all black with a bold lip and I sometimes think perhaps I should design a collection based on my own personal style but I just can’t tear myself away from colour- I’m seriously drawn to it when I’m designing and I often end up with creations that are so out there and bold but are pieces I’m really proud of.

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Who would be your dream client that you’d like to design for one day?

ES: For what I am designing at the moment I think my clothes would be best represented and brought to life by singers like Miley Cyrus or Katy Perry. However I am a huge fan-girl of Solange Knowles and really admire her unique style and bold taste, so she would definitely be a dream client for me for sure and is the personality I have in mind for my next collection.

How do you think winning this competition will help you further your career?

ES: I really do feel that despite it being sometimes looked down at, Brisbane does have an exciting, up and coming fashion scene which I am honoured to be a part of. I do however want to expand and branch out as much as I can so once my time in Brisbane has come to an end, Sydney is my next destination.

Winning this competition has given me a lot more confidence in myself and as a designer and has put me in a different head space to what I was in before. I am already quite a driven person however winning this competition has encouraged me to think ahead and really plan for the next few years. I think having this win under my belt will show to future employers my commitment to fashion on all levels and that I do have potential. I feel really lucky to have been nominated for this competition let alone winning my category so whatever comes from it I am super grateful.

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When you’re not designing, what do you like to get up to in your spare time?

ES: Of course, besides from the usual things like hanging out with friends, binge watching shows and beach trips, my true hobbies besides from fashion are weaving and macramé. I often find it difficult at times to not be completely absorbed in the fashion word due to studying fashion design full time and working in retail, however, on my down times I still like to keep myself busy and get crafty.

I really love to binge watch the latest TV shows on Netflix while I weave wall hangings or create macramé pieces. I have only really just discovered macramé and weaving and they both are already huge passions of mine which I want to incorporate into my design work as much as possible in the future. I feel like the two are still within the fashion realm but are separate enough to give me a mental break from the fashion industry but keep my hands busy and creative mind ticking.

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What’s next for you and BRANDED?

ES: I have my final honours year to complete next year which I am really excited about. I am going to create a 6-10-piece collection which will still fall under the BRANDED aesthetic and brand but with a heavier dose of men’s streetwear intertwined. Pop art and commercialism will still be a main focus for my brands inspiration and with that collection I am hoping to gain an internship perhaps overseas with one of my favourite brands and hopefully eventually a full-time job within the industry for one of my favourite Australian brands.

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Photos by John Pryke [All editorial images copyright John Pryke 2015 | All Rights Reserved]



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