Melbourne-made label Aaizél creates thoughtful luxury for progressive people
IMAGE VIA AAIZÉL
WORDS BY IZZY WIGHT
“The Aaizél woman carries a nomadic compass and understands the strength in knowledge.”
Many designers cite their influences as other artists, stylish people they’ve met or vintage collections they’ve been taken with. For the South Korean-born, Melbourne-based designer Minnie Jo, her inspiration comes from the places she’s been. “I feel like throughout my whole life, I’ve constantly been exploring different environments – it’s kept my creativity going”, she explains to me.
Creating clothing for “progressive individuals with poetic spirits”, Minee launched her womenswear label Aaizél (pronounced ‘i-zel’) in October of 2016. After spending the formative years of her life jumping from city to city, Minee settled in Melbourne to start a degree in fashion design. Praised for her unique fusion of Eastern and Western artistry, Minee’s work quickly gained traction. Her thoughtfully-made collections piqued the attention of W Magazine, Vogue, Harper’s Bazaar and most recently, luxury retail marketplace Net-a-Porter.
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Now partnered with Net-a-Porter as part of its Net Sustain initiative (alongside names like Stella McCartney and Gucci, no less), Minnie’s considered, romantic designs are spearheading Australia’s local luxury market.
Tell us about you. What’s your fashion background?
I was born in South Korea but spent my early years in America. I moved to New Zealand, then to Australia. I was lucky enough to travel and live with my diverse family members who settled in different cities. I feel like throughout my whole life, I’ve constantly been exploring different environments – it’s kept my creativity going.
How did the label get started? Talk to us about the process and the challenges.
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Fashion was something I always saw myself in, but that strong desire of wanting to have my own brand didn’t come until after graduating from university. Gaining experience and knowledge through working in the industry is so important, but I learned the most through launching Aaizél. I find design – or any form of art – the most liberating way to express myself. Fashion has always been something that’s imaginative, expressive and exciting for me to engage in – whether it be choosing fabrics, designing, sewing, casting or styling.
Aaizél is like my life journey, every process involved in putting together a collection is fulfilling and motivating for me. It’s not only because of the end result – I learn something new every season. I also love the idea of being able to self-learn and move towards change for a better future. It’s something I’m committed to, as I’ve always had a strong appreciation for quality and longevity over quantity and trends.
It’s important to be conscious and informed about labour conditions and water footprints in your industry. I try to raise customer awareness about where my pieces come from and how they’re made; plus the social and environmental impacts of sourcing and production. There are so many ways to operate sustainably: partnering with businesses that have similar values, ensuring ethical practices are embraced within the production process and choosing the right fabrications and packaging.
How would you describe Aaizél to someone who’s never seen it before? Who is the Aaizél woman?
It’s a Melbourne-made label focused on creating a functional range that considers social and environmental impacts. Aaizél chooses to heavily use repurposed fabrics and is crafted by local production teams to support Australian-made clothing.
The Aaizél woman carries a nomadic compass and understands the strength in knowledge. She’s grounded in structure, but not afraid to experiment. She’s conscious about quality and the planet – a progressive individual with a poetic spirit.
What are you most proud of in your work on your label?
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Partnering with Net-a-Porter as part of their acclaimed Net Sustain platform, creating capsule collections exclusively for their website, supporting and promoting ethical, sustainable practices!
What about the Australian fashion industry needs to change?
Not just the Australian fashion industry, but the global fashion industry is responsible for climate change. I think the responsibility comes down to the individuals involved in the fashion industry not playing their part in combatting climate change. Sustainable practices have been implemented by many workplaces already, but we need to promote more to be able to combat fast fashion speeding up climate change.
As a designer, my role is to create a cohesive, functional range that has positive social and environmental impacts; as well as heightening customer awareness of the importance of sustainable development. As a customer, it’s about being aware of what you’re buying and wearing. Also, customers should educate themselves on the materials and production processes behind their garments. It’s important to learn how to value and care for your pieces.
Dream Australian collaborators?
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Go-to dinner party playlist?
I love late ’80s alternative jazz and hip-hop – like The Pharcyde, A Tribe Called Quest and De La Soul.
Who is in your wardrobe right now?
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JW Anderson men’s pants altered at the waist to fit me [laughs]. Aaizél volume sleeve cardigans for layering, some singlets that I made with off-cuts from production, Acne sneakers and mum’s old bags from the ’70s – which are kept in pristine condition.
How can we buy one of your pieces?
Aaizél is stocked at Net-a-Porter, Neiman Marcus, Hypebeast HBX and Towardstore. You can also find pieces at Harrolds, Mode Sportif, After Eight and Saintgarde in Australia.
To see the Aaizél collection in its entirety, head here.
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