We sat down with Creative Director Yael Star to delve deeper into the inspiration, design process, and memorable moments that shaped the SS24 collection and campaign. From the initial spark of inspiration drawn from mid-century European glamour and 70s society photography to the meticulous design process that balances timeless elegance with contemporary trends, Yael shares the creative journey behind the scenes. She also reflects on the unforgettable experiences during the campaign shoot, offering a glimpse into the passion and dedication that bring each season's collection to life.
The SS24 collection is rooted in the elegance of mid-20th century European vacations, where the casual yet sophisticated style of the 1950s reigns supreme. Think Audrey Hepburn in Roman Holiday, kitten heels, headscarves, and perfectly matched accessories. We’ve blended this timeless aesthetic with the vibrant energy of 70s society photography —breezy caftans, maxi dresses, and a perpetual sense of jet-set glamour. Our aim was to create fashionable, wearable, and high-quality shoes using exotic materials, rich colours, and luxurious finishes.
Travel, especially in Europe, is a major source of inspiration. Whether it’s exploring designer collections, attending shoe fairs, or simply people-watching in a café, I’m constantly absorbing new ideas. Seasonal fashion trends set by leading designers also play a crucial role. We take these trends and adapt them to suit our local Australian customers, ensuring they have access to fashionable, comfortable, and functional shoes and handbags.
We start with our best-selling core products, updating them with new materials and colours. Then, we interpret seasonal trends to ensure our collection stays fashionable. We also focus on filling key categories—like toe shapes, lasts, and heel styles—building the collection piece by piece, blending timeless designs with contemporary trends.
I’m particularly drawn to the vibrant, exotic colours of the snakeskin shoes and the bold cork wedge sandals. They’re striking and embody the collection’s spirit of refined glamour.
Our campaign concepts begin with extensive discussions, research, and mood boarding. The location plays a crucial role in setting the tone. From there, we incorporate seasonal trends and colour palettes to guide the styling. Much of the concept also comes together organically on set, where the clothes, shoes, and models align, allowing the story to naturally unfold.
Shooting overseas at the home of an iconic Australian fashion designer was a highlight. The beautiful setting, combined with a fantastic team and stunning, colourful clothing and shoes, made for an unforgettable experience. Seeing the collection come to life was incredibly rewarding, and we’re thrilled with the results.
