Blue Whale Designs is the Perth label creating ’90s-inspired swimwear and basics
Photography by Grace Galvin
WORDS BY MAGGIE ZHOU
Peak vacationcore.
Our country has some great beaches, but for truly spectacular oceanside action, Perth’s one of Australia’s worst-kept secrets. As a result of spending a large chunk of free time at the beach, there’s a growing community of Perth designers championing their laidback lifestyle through fashion.
One such label is Blue Whale Designs. With a name inspired by Founder Lauren Yeoh’s love of the mammal and her education in marine science, the slow fashion label is a celebration of life under and above the sea. What you’ll find from this burgeoning label is a selection of ’90s and ’00s-inspired swimwear and ready-to-wear items.
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With a no-waste policy and a treasured connection to manufacturers under her belt, Lauren has successfully grown her business from selling vintage clothes online and at markets, to designing her own clothing, swimwear and accessories. Here, take a read of Lauren’s journey in the fashion industry so far.
Tell us about you. What’s your fashion background?
Since high school, I’ve had a fascination with ’90s style icons such as Jennifer Aniston, Drew Barrymore and the Spice Girls. Finding it hard to find pieces that reminisced that era, I started sourcing vintage and secondhand pieces for my wardrobe. I’m obsessed with the individuality and confidence I find through unique, quality vintage garments. While I haven’t studied fashion formally, living in a creative community and working to spend a year after high school abroad ha[ve] helped shape my views and takes on fashion.
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How did the label get started? Talk us through the process and the challenges.
I never knew Blue Whale would grow into the label it is today. In high school, I started rehoming pieces from my wardrobe on Depop. I began gaining an understanding of how people truly appreciate well-made pieces that stand out or fit into their capsule wardrobe. I started selling at pop-up markets during this time and saw just how influential the rise of ’90s and 2000s fashion was coming to be.
My mum is an extremely talented seamstress and used to sew her own formal dresses and even power suits. We’ve always had a few sewing machines lying around the house that I’ve practised [on] over the years. Practising with fabrics from op shops and patterns from old sewing magazines helped me learn the basics of pattern design and garment creation.
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Early in 2022, I started designing garments inspired by ’90s fashion culture with a bit of a modern take. My friends were so supportive of my designs. Balancing my full-time marine science course, while working at my little cafe job [left] not a lot of spare time, so I knew I would definitely not have enough time to sew productively.
I spent almost four months getting in contact with different seamstress teams and learning about their processes until I found one that matched my vision of ethics and quality. Finding a team to work with was definitely the trickiest part of my journey, but I’m so glad I did it the right way. Especially in today’s era, which is being overconsumed by fast fashion, I really wanted to find individuals that could help me bring to life quality garments made ethically and sustainably.
During this time I began working with a lady in Bali, who works with a team of five seamstresses. I visited her just last year to plan future projects together. The relationship I have with the team is something I cherish most from my brand. After months of planning, I eventually started selling small batches of my garments on the website I created! This was a bit tricky to get started, but I have learnt so much.
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Where did the name come from?
One of my favourite animals is the blue whale. It’s crazy to think these animals exist. When I was in high school, I started selling items made from my artwork to raise money for Sea Shepherd. I eventually called my little brand Blue Whale as it got more popular, and it’s now developed into what it is today.
How would you describe your brand to someone who’s never seen it before?
Blue Whale Designs is a brand inspired by ’90s and early 2000s pop culture and streetwear, with a contemporary twist. It bring[s] to life quality pieces made ethically and sustainably, that will last you for many future adventures. Blue creates garments inspired by you, for you – with the vision of making you feel like the main character wherever you go.
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What are you most proud of in your work on your brand?
Seeing pieces that embody my style and personality come to my life is very rewarding, especially after the lengthy process of sample designing and refining! Seeing others appreciate the uniqueness of my garments makes me feel very proud [of] all the hard work I’ve put in.
Another thing I’d say I’m proud of is the ethical and sustainable manufacturing process my brand works with. It took months to do, but it is something I knew I wanted from the beginning. That being said, as I’m still starting out there are definitely ways I can be better! This year I’m hoping to look into more sustainable materials like bamboo or those made out of recycled plastics.
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What do you wish you had known when you started?
I wish I had known how difficult it is to find a manufacturer that fits your ethics and vision. It took me months of searching to find a seamstress team I thought would be [my] best match. But I’m glad I put in the hard work at the start! I’m so happy with the creation process my brand has and the finished quality of my garments.
I also wish I knew more about the costs involved with sample design and refining. Some of my pieces have undergone three or four different samples before the finished product. Samples are very costly as a lot of individuals are involved in the process. Having an idea about some of these costs would have been very helpful for my budgeting!
Who is most exciting in the Australian fashion scene right now?
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Some of my favourite designers at the moment are Karlaidlaw and Knitwit the Label. I love how these brands experiment with their fabrics and create such unique pieces. Knitwit the Label is a fellow Perth brand, and it’s been a pleasure being able to connect with her and other amazing individuals in the Perth fashion community! I have a few pieces from Karlaidlaw and love expressing myself through [its] garments.
What about the Australian fashion scene needs to change?
While I definitely think there’s been a greater focus on fashion sustainability recently, I think many people are still unaware of the benefits of investing in well-made pieces, especially from smaller brands. I hope that fashion sustainability is a topic that will become more mainstream in the future. I also hope to see some of Australia’s major fast fashion brands shift to a more sustainable approach or be more transparent regarding their design to product[ion] processes.
Take a closer look at Blue Whale Designs here.
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