Family-run Naarm label Elas is creating bikinis and bags inspired by Rio’s beaches
PHOTOGRAPHY BY MELISSA COWAN
HAIR AND MAKEUP BY JORDAN HALLWELL
WORDS BY IZZY WIGHT
“Colourful, bright and honestly just fun.”
Melbourne-based designer Natalia Baird is a third-generation crocheter, with the craft passed down from her grandmother to her mum, Gisele and then to Natalia. But the vibrant crochet swimwear Natalia and Gisele create together, inspired by their Brazilian heritage, is a far cry from the teapot cosies and cream-coloured doilies you might be envisioning.
Having previously launched her own label and worked in the fashion industry in New Zealand, Natalia was looking for a creative outlet when Melbourne’s 2020 lockdown hit. “My mum taught me the basics of crochet (her own mother taught her, too), and I quickly developed a love for the calming rhythm and the artful creations you can make with a few simple stitches,” Natalia tells me.
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Under the brand name Elas, the mother-daughter duo began posting rainbow-coloured bikinis, miniskirts and bauble handbags on Instagram. They sold their creations to friends and family before they “quickly realised there was a demand for Elas beyond the people we knew”. Now stocked in two stores and on the precipice of launching their own site, Natalia reflects on the journey so far.
Tell us about you. What’s your fashion background?
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My name is Natalia and I created Elas in 2021 with my mum, Gisele. I’m originally from New Zealand and my mother [is] from Brazil, we both moved to Naarm (Melbourne) in 2017. I have worked in fashion throughout my career and had my own clothing label when I finished university.
I always knew I wanted to get back into fashion when the time was right, but with a stronger focus on fun, beautiful and original handmade pieces which celebrate my and my mother’s vibrant Brazilian heritage.
How did the label get started? Talk us through the process and the challenges.
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The label started after my mum and I both become obsessed with crochet during the pandemic. Like so many other people, we were stuck at home and looking for things to do with our spare time. My mum taught me the basics of crochet (her own mother taught her, too), and I quickly developed a love for the calming rhythm and the artful creations you can make with a few simple stitches.
I played around with different patterns and eventually nailed the perfect bikini fit – a silhouette that celebrates the feminine body and is a nod to the bikinis you see on the beaches of Rio. From there, we worked on developing the collection [to include] bags and hats. I think the biggest challenge has been time. We both work full-time as well as doing Elas, so it’s been a juggling act to manage both. We love Elas so much… we’re happy to spend any of our spare time working on the brand and creating pieces.
What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
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When we first started out, we knew we wanted to create and share beautiful, unique crochet pieces that friends and family would have in their wardrobes for years to come. We quickly realised there was a demand for Elas beyond the people we knew. We love to use bright colours, fun patterns, and interesting shapes – they stand out from your usual accessories, and that’s something we’re really proud of.
Where did the name come from?
Elas simply translates to they/her in Portuguese, it was important for the brand to have a Portuguese name and Elas felt like the perfect fit.
How would you describe Elas to someone who’s never seen it before?
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Elas is colourful, bright and honestly just fun. We love seeing how people style their Elas and the creative ways in which the pieces are worn and styled.
What are you most proud of in your work on your brand?
I’m so proud of where it is and the response we’ve had. This started as a hobby that my Mum and I could do together… to have it grow into what it is and [to] see people wearing our pieces is so special.
Who do you think is most exciting in the Australian/NZ creatives scene right now?
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What’s so exciting about the scene across Australia and New Zealand right now is how easy it is to collaborate with other creatives. Elas grew from reaching out to other creatives and brands… I can credit social media for making it that much easier to connect to brands and people you admire.
When I started my clothing label ten years ago, it was so much harder to collaborate with people. It’s also exciting seeing how many creative people are turning their creative outlets into businesses and it feels like there’s so much support within that space.
Go-to dinner party playlist?
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I just saw Dua Lipa live so anything with Dua is currently on repeat. Also love bossa nova.
Who is in your wardrobe right now?
I wear a lot of vintage denim and simple tees, but I also wear a lot of Handsom and I just got a new top from Studio Marlene that I love!
How can we buy one of your pieces?
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Instagram has our full portfolio of ideas for custom pieces. You can also visit my website here or email me for custom orders. The lovely Hello Sisi in Fitzroy North also stocks some of our pieces and That Looks Shop in New Zealand.
For more of Elas, head here.
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