Fashion's new class.

Words by

Veronica Stanford

We are beyond excited to be Supporting Partners of the Virgin Australia Melbourne Fashion Festival National Graduate Showcase, Presented by Target. As the festival fast approaches, we’ve been busy getting to know the group of crazy talented design graduates who will be showcasing their work on the runway.

Meet James Greenway from Whitehouse Institue of Design.

Describe your grad collection in three words:

Volatile, transitory, polymorphic.

What was the most challenging thing about the creation of your collection?

The biggest part of making a collection is the research. It is the thing I get most excited about – finding new techniques and materials. It’s really a learning process of trying, experimenting and making mistakes. I think it’s the most important part of the work and the collection. It’s difficult. It means a lot of failure. You sometimes make mistakes that are actually a starting point for something.

You have to come to a stage where you have a control of the material and the material is not controlling you – and you don’t always reach that stage. Maybe half of all experiments you do, end in the rubbish bin. I do think the process becomes shorter; you realise sooner when things don't work.

If you could design an outfit for any person alive or dead, who would it be and what would it look like?

Daphne Guinness. I have always been fascinated by Daphne and how enigmatic she is. The way she speaks of clothing as a form of armour is enchanting. When you see a suit of armour and then a portrait of the person who wore it, you’ll see that the person was sort of tiny and a little feeble, so they put on this great big suit of armour to look a little more frightening. I would love to create something romantic and strong for her.

What is your favourite song or album to play when working on your designs?

Fleetwood Mac.

Is there a designer you aspire to be like or look up to?

In my third year at university, I interned in Amsterdam with Iris van Herpen. She is such an intelligent human being and designer. Working with Iris really broadened my perspective on material manipulation, cross-disciplines and so much more.

Where do you think there is a gap in the fashion market?

There is a major gap in the market for the hybrid of biodynamic technology and sustainability within fashion. For example, growing fabric as a sustainable and renewable material. It has the potential to reinvigorate the Australian textile manufacturing industry. Hypothetically, we could reduce industrialisation, mechanism, carbon pollution and climate change.

Where do you see yourself in five years?

Hopefully in a place where I can support my design process with financial freedom.

If you weren’t into fashion design, what would you be doing?


What fashion trend do you most dislike?

Mermaid hair.

Favourite fashion moment? 

Working on the Noritaka Tatehana x IVH 3D-printed crystal shoe, for Paris Fashion Week.

What advice you would give to someone wanting to study fashion?

You are about to show the world a very personal part of your soul and not everyone will understand it.



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We've come a long way since the old suit and tie.
Exploring the Fashion and Textiles collection.
The one that was held in a carpark.
The one where I outfit repeated.
Presented by Target and Supported by Fashion Journal.
The one where street style steps up.
The one where I tried (and failed) to look effortlessly cool.
A celebration of the strength and diversity of Australia's fashion industry.
Curious Birdy & S.Rush collaboration collection.
NB: some of these lessons were learned the hard way.
Really, really, ridiculously good-looking.
Celebrating bigger and better than ever.
Let us take a moment to reflect on the inspiring week that has been. In GIFs.
VAMFF comes to a close with Romance and Bush Magic.
Converse kicks on the runway? Thumbs up always.
The best part of fashion week.
We really, really wanted to reach out and feel the models (and yes we know how weird that sounds).
"I like the idea of how we as Australians are really in awe of everything that’s going on overseas, but really we take a...
"We looked at Japanese Bosozoku girls, which is an underground subculture of female biker gangs in Japan."
"I guess I feel a bit, not like the underdog, but I am very different to everyone else here."
"Well it was quite interesting last year, the fire alarm was set off by a steamer and we all had to evacuate."
"Not for the fainthearted, but for today's fashionkilla."
'You are never going to see us do the same sort of thing or send the same thing down the runway."
"But this is the pinnacle, the most important award in the country."
Melbourne Fashion Festival off to a fiery start.
Not too busy to visit us Melbourne kids.
The future of Australian fashion is right here...
This is going to make for one jam-packed festival.
TOME, ètre cècile and Martin Grant are coming home for VAMFF.
A inside look into behind the scenes of VAMFF.
A cultural night out for the fashion lover.