Sydney label Eupheme is creating clothing for women who want to dress better at work
WORDS BY MOLLY KEOGH
“Sophisticated, considered and timeless workwear for the purpose-led woman.”
If anything will get me out of bed in the morning with a spring in my step, it’s a good outfit. But finding clothing that’s office-appropriate and stylish (particularly if you work in the corporate world) can be quite the challenge. And if you’re looking for clothing that’s well made and tailored on top of that, you’re left with even fewer options.
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It’s this gap in the market that inspired Sydney-based sisters Ebony and Ashlee Booth to launch their label, Eupheme. The label’s pieces are designed to be the hardworking wardrobe staples you reach for every single week – think natural fibres and high-quality tailoring fused with feminine silhouettes. Below, Ebony tells us what the label’s journey has been like so far.
Tell us about you. What’s your fashion background?
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I worked for Diane von Furstenberg in New York about eight years ago, and after that, I consulted for several international fashion brands. I’ve always been attracted to brands that have female designers at the helm – I love how women design for women.
How did the label get started? Talk us through the process and the challenges.
After many years of working overseas and seeing the level of craftsmanship across Europe and the US, as well as what was offered in men’s tailoring, and then returning to live in Australia, I couldn’t help but feel that there was a quality gap in the Australian market in womenswear.
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My sister and I launched a capsule collection in 2022, which focused on using natural fibres and harnessing the latest innovation in fabrics, from some of the best textile mills in the world. The collection was designed around timeless, high-quality tailoring and classic feminine shapes, created with the convenience, comfort and ease of care required for the modern, working woman.
One of the challenges we faced earlier was finding some of the manufacturing techniques and skills required to produce higher-end garments locally. We ended up splitting our manufacturing between onshore, and, where more technical skills are required, like tailoring, blazers and knitwear, we moved the production offshore. This decision has been a game changer for our brand as the quality of the craftsmanship is unparalleled.
How would you describe your label to someone who’s never seen it before?
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We are a women’s ready-to-wear brand, specialising in tailoring with luxury fabrications, creating sophisticated, considered and timeless workwear for the purpose-led woman. For example, we partner with fabric mills such as Vitale Barberis Canonico, which was founded in 1663 and continues to be run by the fifteenth generation of the same family. The quality of these fabrics is otherworldly; these weavers have their craft running in their veins, and working with them is one of the best parts of our work.
What are you most proud of in your work on your label?
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When our top clients visit us and purchase the entire collection in one order, it really shows me that we are listening to women’s needs.
What about the Australian fashion industry needs to change?
Greater transparency and accountability in manufacturing and production, particularly when it comes to sustainable and ethical practices, as well as greater investment in training and development for skilled labour to be able to produce high-quality fabrics and garments locally.
Dream Australian collaborators?
We love trailblazing women, someone like Chanel Contos would be divine.
How can we buy one of your pieces?
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Exclusively online or at our Sydney showroom, The House of Eupheme, located on Level Two, 160 King Street.
Explore Eupheme’s range here.
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