BEHIND THE BRAND // Georgia White
Today we go behind the brand with Georgia from Georgia White Label to find out more about her brand and her creative inspiration.
1. HOW DID YOU CREATE YOUR FIRST BRIDAL COLLECTION?
Three years ago I was planning my own wedding and couldn’t find a gown that met my requirements. Given my experience designing high-end ready-to-wear, and having honed my couture skills on a recent trip to Paris, I decided to design my own. After the wedding I continued designing for other leading fashion designers however once my daughter Sienna was born my priorities changed and a typical 9-5 office job no longer suited me. I found that designing bridal gowns would allow me to work from home and be with my daughter at the same time. It was only after delivering my first gowns to brides late last year that I realised how rewarding it is to create a piece that is worn, and adored, by its wearer passionately on the most important day of their lives.
2. WHAT DID YOU FEEL WHEN YOU SEE YOUR
FIRST BRIDAL COLLECTION?
A real sense of accomplishment. I started this journey a year ago sitting by the bassinette as my newborn slept, sketching my first illustrations for what would eventually become “The Sienna” gown. Incorporating the needlework skills I had learned at Ecole Lesage allowed me to feature hand embroidery on the bodice which was something I hadn’t seen before. I feel this debut collection embodies the two most important attributes in any couture dress: hand craftsmanship and quality. Every gown in my debut collection is handcrafted right here in Australia using the world’s finest lace from Solstiss in France and I believe it gives my collection a point of difference.
3. WHAT KEEPS YOU INSPIRED?
Travelling, art and being exposed to different cultures inspires me. I like to take ideas from outside the fashion world including architecture to create my embroidery. A recent trip to India made a strong impression on me, particularly their unique approach to embellishment. Without giving too much away, this will be featured in my next collection.
4. WHAT HAS BEEN THE BIGGEST MILESTONE IN YOUR CAREER?
As a little girl I knew design was would be my life’s work. There have been a number of milestones that, when looking back, I now realise were instrumental in advancing my abilities.
- At 17, receiving a scholarship to Karl von Busse Institute of Design
- Following graduation, landing an job with legendary Mark Keighery, which taught me the skills required to build a successful business.
- Producing collections for Sydney and Melbourne Fashion Week and watching the audience’s reaction as the models strutted down the catwalk
- Most recently would be studying at the famous Ecole Lesage in Paris, an artisan workshop that provides exquisite needlework for the top fashion houses Chanel, Louis Vuitton & Christian Dior.
5. WHAT DOES YOUR DAY CONSIST OF?
With a 14-month-old daughter every day is unique. I am currently experiencing my first “peak season” which means things are busy. My mornings typically consist of returning emails from my French suppliers and following up social media requests and website enquiries. Afternoons are hands-on with cutting fabric and sewing at my Juki to put the finishing touches on orders.
6. WHAT IS YOUR FAVOURITE TREND?
I love the sleeve trend in bridal. Whether it is Bell, Flared or fitted on the arm it gives the dress another element and creates a very sophisticated look. You can see this in my current collection, the Ava bridal gown.
7. WHAT IS YOUR TOP TIP FOR CREATING YOUR
WEDDING DAY LOOK?
Always go with what feels true to yourself. It is your special day so make sure you LOVE the dress you are in and feel comfortable.
8. WHAT HAS BEEN YOUR BIGGEST CHALLENGE IN
My biggest challenge has always been continually evolving my skills in order to produce innovative design. In my career working for other leading designers, I was tasked with creating seasonal ranges of up to 120 pieces. There were often compromises that had to be made in order to meet a desired price point which was challenging for me given my appreciation for luxury fabrics and couture craftsmanship. What I love most about the Georgia White Label brand is that neither I nor my clients need to compromise on either.
9. WHAT IS COMING UP FOR YOU IN 2018?
We are looking forward to showcasing the Georgia White Label SS18 collection at selected stockists around the world. Including attending the One Fine Day Bridal Market in New York this October.