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What's the life truly like of a successful fashion designer?


Jessica Reid is the mother, founder and Director behind Melbourne-based label, s t e e l e . With a strong feminine aesthetic balanced with a modern chic vibe, it’s no wonder that the label has received such national and international success.

We caught up with Reid to talk her upcoming Spring 17 collection, managing stress and the moment Margot Robbie wore her designs.

How do you create space to allow wonderful opportunities to come into your life?

JR: Self-belief, persistence, hard work and time out when needed.

Since establishing s t e e l e . in 2010 you’ve already accomplished so much, especially with your pieces being stocked across the globe. If you had to list only one thing, what is your secret to success?

JR: Trust yourself and your intuition, learn from success, failures and road bumps. There will be many obstacles on your path, how you overcome these will ultimately determine your success and work ethic. All challenges that present themselves are helping you reach your end goal.

How would you describe your latest collection?

JR: Our upcoming Spring 17 Collection, Daydreamer, is an exciting step forward in the development of s t e e l e . In, Daydreamer, you’ll find elevated fabrication, detailing and silhouettes that cater towards glamorously taking the s t e e l e . girl from breezy days to evening occasions. As always, we put a strong emphasis on ultra-feminine styling, which we always like to pair back with an urban & contemporary attitude.

How do you keep it together and manage stress when it feels like there just aren’t enough hours in the day?

JR: I manage stress by prioritising what can and can’t be done, there are only so many hours in the day and the more you learn to understand this, the healthier your work life balance will be. I try to minimise stress by being present wherever I am. Therefore when I am at the studio, I focus solely on s t e e l e ., and when I am with my family, I make sure my attention is theirs. You do need to work on actively managing stress, the same way you need to work at all things in life!

The likes of Emily Ratajkowski and Bambi Northwood Blyth have worn your pieces. Who is one celebrity you’d love to spot wearing s t e e l e . ?

JR: Poppy Delevingne would be a dream! However, Margot Robbie was a particular highlight of 2016.

What is the first thing you do when you wake up in the morning, and the last thing you do before bed every day?

JR: In the mornings, it is all about getting my family ready for the day. I have a mental run down of the day ahead and how I plan to get the most out of my hours. At night, after family time and Asher is asleep, I listen to my body. If I have the energy for work, I’ll capitalise on this. If I’m feeling burnt out or tired, I prioritise resting.

What big plans do you have for s t e e l e . in the near future?

JR: Our main focuses for the future of s t e e l e . are looking to open flagship stores in Melbourne and Sydney, fostering our USA and International growth plans, working to give back by developing charity incentives and cementing ourselves as industry leaders by focusing on instilling confidence in our customers and continuing to communicate an inspiring lifestyle.

Timeline: A Day In The Life of Jessica Reid


A post shared by s t e e l e . (@steele__) on

6:45am: My ‘alarm’ goes off, which is actually my daughter wandering into our room. Cuddles in bed.

7:00am: Shower, dress myself and Asher.

8:00am: A healthy breakfast of eggs, fruit, fresh smoothie and an almond milk latte, whilst checking emails and diary for the day.

9:00am: Drop Asher at day care and arrive at the office.

10:00am: Action anything urgent for the day and brief the team on urgent task to focus on for the day.

11:00am – 1:00pm: Marketing Meeting. Covering social media, e-commerce, sales and PR.

1:00pm: Lunch on the go at my desk, catching up on emails again. Lunch is usually Uber Eats!

2:00pm – 4:00pm: Design Meeting. Fittings, conceptualisation, prints and colours, planning and managing production needs.

4:00pm – 5:00pm: Work on end loose ends from the day. Touch base with all in team to see how their day has gone. Sign off on urgent tasks & the teams work for the day.

5:30pm: Pick up Asher.

6:00pm – 8:00pm: Play, bath, dinner and stories with Asher.

8:00pm: Dinner with my husband... Couple time!

8:45pm – 10:00pm: Catch up on emails and plan the day ahead OR relax time.

To create your s t e e l e . wardrobe head to their website.



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