In its move in an exciting new direction, the Melbourne-based boutique clothing label has announced after more than 6 years of trading, it was time for a brand change, with the tone remaining polished, editorial, confident, sexy, subtle, mature, and chic. And so, ten weeks ago, the Mossman creative team welcomed Deanna Depetro as the new Creative Director and head of product development.
To kick off the new transition, Deanna and her partner Ben De Rango launched their collaborated collection for Mossman in selected stores on Monday July 8th, with weekly instalments of 5-8 pieces to continue. A mixture of black and white with splashes of vibrant colour, every piece of this first collection reflects Mossman’s four new core values by consistently remaining feminine, stimulating, subtle and classic with of course a ‘Mossman’ twist.
Working as a fashion buyer and product developer both in Australia and New York, Deanna brings over 10 years experience within the fashion industry. Her style can be defined as modern European; it has an editorial feel, classic, chic yet an effortless look, which resonates with the Mossman design aesthetic. In this exclusive interview, we sat down with Deanna to get a peek into the inspiration behind the designs, the must-have Mossman pieces this Spring/Summer, as well as the preview of what’s to come.
How did working in New York prepare you for your transition to Mossman?
New York is a very fast paced city, you need to be able to adjust and move with that pace. You have to be super organized and expect the unexpected. Working under pressure was another major requirement for NY. Mossman is on a much smaller scale, however it’s still fast in terms of launching new product into stores weekly so being able to apply my skills from to NY to Mossman was a very smooth transition.
What would you say are the main differences between US and Australia in the fashion industry?
I don’t think there is a huge difference between the U.S and Australia. We both have lots of amazing designers and use beautiful textures and printed fabrics. I feel Australian designers execute the the whole story better. There is a story behind what they’re designing, the way it’s merchandised, and the campaign that is based upon the creation. Other than the fact the U.S have a far greater population and is a mass market compared to our more exclusive designs. But it’s always inspirational to visit a city that is so different yet so similar on so many levels and realty dissect the comparisons.
What does fashion mean to you?
Fashion is art, it’s a way to be able to express yourself, it’s confidence, it’s sexy. It gives women power and attitude. Fashion is a powerful thing and has to be utilised effectively so that it inspires our Mossman woman.
What are the things that currently inspire you and have inspired the latest collection?
My current inspiration has come from freedom. Being able to explore with prints, colors and silhouettes. With changes in my personal life it has given me a new focus and inspiration to be bold and confident. I’m always being inspired, whether it’s taking a short trip around Australia or internationally there is always something I take from that and apply it into the collection.
How/in what ways has blogger collaboration influenced the Mossman brand?
Bloggers have been a major influence for Mossman. Not only do they expand out brand exposure but they also bring the product alive. They style an outfit together that is inspirational and easy for our Mossman woman to wear. They create refreshing and unique looks that we aspire to. We want to have what they are wearing and as women we want it now. We want to be showcasing the most up to date trends in fashion and are able to do this by collaborating with bloggers.
What are some Mossman pieces every woman should own?
Every woman should own a pair of our Pinnacle Pants, they are the most flattering pants and suitable for all body shapes. Our Primrose Path top is another great piece that can be styled back with any existing bottoms in your wardrobe. If you’re looking for an outfit for the weekend we have that too. Mossman is known for fast fashion and on trend pieces at an affordable price.
Would you say knowing who you are has defined your design aesthetic?
Absolutely. When you’re confident and have direction in your life and know what it is you want and you know there are so many women out there that want those same things. It makes designing so rewarding and satisfying.
Do you surround yourself with people who share your vision?
Without the Mossman team, which is a tight small team, Mossman wouldn’t be possible. We embrace a positive attitude and energy from our head quarters to our staff in stores. We pride ourselves on having a dynamic and productive team that share the same vision. We all work together and we get the job done. We are ambitious, set goals and achieve them together. This is the most amazing feeling being able to share our success as a team.
Were you always the best-dressed kid in school?
I would like to think so. I took great pride in what I wore as a kid. Having my mum as a seamstress was a bonus. I had the opportunity to source fabrics with her and create outfits that I visualized. It was lots of fun. I look back at photos and was definitely ahead of myself.
What can we expect from Mossman in the coming years?
Mossman is forever evolving. With two new stores opening before Christmas it displays that our model is a perfect fit in the market. Making sure we have structure and strategies in place in the ever changing retail industry.
I would love to create Mossman man and Mossman mini, that’s definitely on the list of goals. The sky is the limit for us at Mossman.
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