Melbourne label Flora is creating small handbags with big energy
IMAGE VIA @FLORA_MELBOURNE/INSTAGRAM
WORDS BY IZZY WIGHT
“I just wanted to create fun things that made people feel good.”
Melbourne local Ellen Kinnear was one of the lucky few whose lockdown hobby evolved into a thriving fashion project. While others were left with lumpy knitted scarves and half-finished sewing attempts, Ellen created a line of whimsical accessories from leather offcuts and deadstock fabrics.
Ellen tells me that Flora, aptly named after her first daisy-shaped design, was about “first and foremost bringing me joy and filling my cup”. Starting a womenswear label, Olearia, with a friend back in 2015, Ellen found it difficult trying to monetise her creative passion. “At the time I started Flora, it was pure escapism,” she says.
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Characterised by elements like ruffles, feathers, ruching and shearling, Flora bags are imbued with playfulness and fun. Below, Ellen speaks on creativity, collaboration and the Australian fashion industry.
Tell us about you. What’s your fashion background?
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I’ve always loved creating things and after finding myself obsessively sketching clothes late into the night, I enrolled in and studied fashion design at RMIT. I graduated in 2015 and started a womenswear label called Olearia with one of my good friends.
After running that for a few years while also working in design at David Jones, I decided to take a break and enjoyed a few hustle-free years before starting Flora. I found trying to monetise a creative passion [was] difficult. I decided if I started another design project, I would put more boundaries in place to make sure it was first and foremost bringing me joy and filling my cup.
How did the label get started? Talk us through the process and the challenges.
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It started in the lockdown of 2020. Like most of Melbourne, I decided to pick up a new hobby and settled on a DIY leather wallet from Simétrie. Hand-stitching leather is a tactile, meditative activity and it helped me rediscover my love of creating in what was a very chaotic time.
I went on to make a few bags for myself, and it grew organically from there. After feeling trapped by lockdown, I just wanted to create fun things that made people feel good! I initially sold to friends, and then friends of friends and then finally graduated to a website.
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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At the time I started Flora, it was pure escapism. I was working in marketing and was on my laptop 10 hours a day, so I wanted to create a brand that was the antithesis of that. One that was playful and made people feel happy and confident. I think that is still true today.
Where did the name come from?
I don’t think I have the kind of name that lends itself to an eponymous label, so I went for something simple. I picked the Flora after I designed my first piece, which was shaped like a flower.
How would you describe Flora to someone who’s never seen it before?
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Small bags and accessories with big energy.
What are you most proud of in your work on your brand?
I’m proud of the fact I’ve worked at my own pace and not held myself to arbitrary standards. In our very interconnected world, it’s hard to avoid comparing yourself to other people and their achievements. I’ve made a conscious effort to stay in my own lane and focus on what I can control.
What do you wish you knew when you started?
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I wish I had known not to strive for perfection from day one. It can be all-consuming, and it took me a while to realise it’s easier and more enjoyable if you start small, take the pressure off yourself and have fun with it. Also, I wish I’d reached out to other creatives. Starting and running a business can be challenging, and it’s important to have a supportive community around you.
Who do you think is most exciting in the Australian/NZ fashion scene right now?
So many! Melbourne designers especially are killing it. Lucinda Babi, Postel and Olivia Rowan are all up there.
What about the Australian/NZ fashion scene needs to change?
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Australia’s industry is incredibly small and insular, and it can be difficult to find and sustain work. It would be great to see more graduate employment opportunities, paid internships, mentorship programs or even grants for emerging designers.
Dream Australian/NZ collaborators?
I was lucky enough to have a few bags paired with Sabatucci designs and developed a bit of a crush, so maybe her?
Who is in your wardrobe right now?
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My wardrobe is mostly comprised of pieces I’ve made and secondhand items from the likes of Goodbyes and Savers. I’ve also splashed out on a few key pieces from J.kim, Sister Studios, Paloma Wool and Permanent Vacation.
How can we buy one of your pieces?
Via my website! First-timers can get 10 per cent off with the discount code FIRSTTIME.
Browse the Flora range here.
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