Emma Rea is one of my favourite emerging Australian designers. Taking a leap and relocating to China, the multi-talented Emma has just launched her new project, an online store that bridges the gap between East and West. I talked to her about the move, the East > West store and the nifty little discount code she's offering (small)Lust readers...
What do you do?
I am a fashion designer and retailer
How did you get into design?
I started making Art and sewing at an early age. After high school I floated around for a while, not really sure what to do with myself, professionally.
I started studying Art, and midway through my studies decided to switch to Fashion Design, much to my Art lecturers chagrin.
I was already making clothing for friends and had a few local clients, and I decided I wanted to increase my production skills so I studied an Advanced Diploma in Textiles, Clothing and Footwear.
Why did you leave Australia?
(CRY!) I left Australia primarily to find new experiences, and explore other cultures. I love Australia, and I am very grateful to be able to come home and enjoy the privileges being an Australian affords (in comparison to some of the places I have been) but there is a whole world out there to discover, and I felt the time was right to do that, both personally and professionally.
What influenced you to open your online store?
I love exploring and discovering little treasures. And an online retail platform allows me to reach a much broader market than simply retailing within Australia. It also means that wherever I am in the world, I can still produce and deliver work.
How does the store tie in with being a designer?
The store is just another creative outlet for me. When I shop for the store, I am putting myself in the shoes of my customer and it forces me to think outside my own little box. It also helps me to better my own product, by researching and investigating other methods of production and sourcing.
How do you decide how to curate the store?
The store is still in a very early incarnation. At this stage, when I shop for the store I think of very specific people. I shop with my friends in mind when I decide what to buy for the store. Their having such diverse styles makes it an interesting exercise in keeping continuity in what products I stock.
What are some of your favourite pieces available now?
My current favourite piece instore is the
Draped shirtdress. I have been wearing mine to death, over jeans or tights as a tunic or a super short dress. It's been really versatile and comfortable, especially whilst travelling and working.
What's next on the horizon?
Right now? Street food and a massage, then back to taking over the world!
Type in the code LUST at East > West store check out for a 40% DISCOUNT!