Ge.Label is the Naarm-based brand creating maximalist accessories by hand
Image via @wolfshayley/instagram
Words by Emma Roberts
“I think for a while I was designing for others and not myself. I feel only recently Ge.Label is my artistic style.”
Designer Genevieve Cam was always destined to work in a creative field. Raised by parents who encouraged her to paint and draw (her mum is an artist and jeweller), she gravitated towards subjects like textiles and design at school.
Self-admittedly not fond of maths or literacy, her passion for art and fashion was apparent from a young age and has since manifested in the “fabulous furry hats and upcycled rhinestone caps” she creates by hand for her accessories brand Ge.Label.
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Genevieve describes the Naarm-based label as being in a state of constant evolution, but something that’s remained consistent is her desire to create in a more conscious manner. She makes each hat and bag by hand in her studio, upcycling secondhand and discarded materials and transforming them into maximalist pieces that are bound to spark conversation.
Below, Genevieve tells us about the journey so far, from her crazy hat collection at age 10 (a clear indicator she was one day meant to create accessories) to learning to make work that feels authentic to her.
Tell us about you. What’s your fashion background?
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I had a creative upbringing. [I] wasn’t much of a maths and literacy kind of young gal. My mum is an amazing jeweller and artist. She and Dad always encouraged my sister and me to paint, draw and create. From a young age, I remember drawing people and giving them ‘makeovers’ and my best friend recently reminded me of my crazy hat collection I had at about age 10.
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I studied textiles in high school which I think I failed (or just passed) but that didn’t stop me from completing my Diploma in Fashion and Textile Design a few years later. My designs tended to be ‘avant-garde’ – a lot of teachers rolled their eyes and questioned how I was going to construct my garments. However, I was fortunate enough to have a couple of teachers who saw my potential and showed me support. I gave it my best and loved coming up with weird and wonderful ideas. After my studies, I had a break from sewing and went on to become a stylist. Today I design and create for my brand and also work as an art director full-time.
How did the label get started? Talk us through the process and the challenges.
So in my younger twenties, I landed an exciting styling gig. Being a part-time role, it gave me a chance to design again in my spare time. I knew I wanted to start a brand/business of some kind but nothing too intensive as I tend to have the concentration of a goldfish. A new fabric shop had just opened around the corner from my house, full of cotton patchwork fabric. I had the urge to use the fabric for something other than patchwork blankets.
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I developed an easy necktie (scarf) pattern and started an Instagram page, forcing my friends to model them for me. Another one of my friends at the time was working with the lovely [stylist] Stuart Walford. They were after scarves for a PayPal Melbourne Fashion Festival runway. After collaborating with Stuart my neckties were styled to perfection and on the runway. This along with a few other opportunities gave me the confidence to continue and grow Ge.Label.
How has this evolved and what are you trying to communicate through the brand now?
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One thing that has stayed consistent is the fact that I still only design and make accessories. However, my style and designs have changed so much over the five years I’ve had Ge.Label. I guess I tend to pivot with trends and use my business as an opportunity to teach myself new skills. I think for a while I was designing for others and not myself. I feel only recently Ge.Label is my artistic style. I want my hats and accessories to be collectables, like artwork. I also have a guilty conscience and like to be sustainable and ethical where and when I can.
Where did the name come from?
‘Ge’ comes from the first two letters of my name (Genevieve) and the ‘Label’ comes from me not being allowed to use just ‘Ge’ on its own as Ge Electrical own the rights.
What do you wish you had known when you started?
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Dreams change – strive for progress, not perfection. Edit along the way, you’ll make it work. You also don’t need to cater for everyone, spend time on work you love. Oh, and selling out is a great thing. Don’t be scared to run out and start anew.
How would you describe your brand to someone who’s never seen it before?
I always get shy trying to explain my brand to strangers. I probably downplay it a bit (unless I’ve had a few wines) telling people I make hats and accessories. If they show interest I then show them my Instagram or website page. But I guess if I had to describe my brand right now without a phone in hand it would be… “I create by hand big fabulous furry hats and up-cycled rhinestone caps.”
What are you most proud of in your work on your brand?
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Even though I don’t love everything I’ve produced, I must say I am proud of everything I create because each item is a stepping stone to new ideas and a learning experience. I am very proud at the moment of my upcycled caps. I like how no two caps are the same, making them interesting to create. I also love the fact I decided to use secondhand caps instead of ordering new ones from a manufacturer.
Who is most exciting in the Australian/New Zealand fashion scene right now?
Ooh, this is a hard one, there are so many amazing independent designers in Australia and New Zealand which is very inspiring. Right now I’m loving Annie Rofe (her rings are amazing), Bodicia B, Trophy Wife and Amy Cottrell – [I] just saw her designs at PayPal Melbourne Fashion Festival at the National Graduate Showcase, very cool.
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Shopping-wise, Jolie Laide is an awesome Australian online store and it has so many Australian and New Zealand brands. I’m also obsessed with thrifting and vintage shopping at the moment. In Naarm/Melbourne I love going to Stupid Vintage, Top Floor Gallery, Shag and Irvsbl.
What about the Australian/New Zealand fashion scene needs to change?
I love watching the amazingly curated Paris, Milan and New York City runways. It would be great to see the Australian/New Zealand fashion industry help elevate designers in a more similar direction and even more support given to up-and-coming Australian/New Zealand fashion designers and other creatives.
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No brand will ever be 100 per cent perfect but it would also be nice to see bigger fashion companies try to become more recyclable, sustainable and ethical in their ways. I think more and more people are happy to pay for quality over quantity.
How can we buy one of your pieces?
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Right now I sell drop releases on my website gelabel.com. Not to toot my horn but they’ve been selling out fast (thank you beautiful customers) so visit my website or my Instagram and diary in the next release date and time so you don’t miss out. Or if you’re feeling lucky DM me and we can talk [about] custom designs. I promise I don’t bite and [I] love to chat!
Ge.Label’s next drop will be released on May 30, head here for more details.
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