House of Campbell is the Adelaide label creating playful designs inspired by girlhood and nostalgia
IMAGE VIA SEBASTIAN PAYNTER
WORDS BY JULIA KITTELY
“Those early days making intricate tulle dresses ignited a lifelong passion.”
Australian designer Abby Potter has been sewing since childhood. Inspired by memories of creating intricate garments with her nan, her Adelaide-based label House of Campbell, which Abby launched in 2019, is an ode to craftsmanship and connection.
Informed by her time working in “slower-paced realms like costume and bridal, where hand-sewing and craftsmanship were celebrated”, Abby’s playful, feminine designs – think lots of tulle, tartan and bows – focus on creating a story between the garment and the wearer.
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Abby describes a “heartfelt longing to veer away from the fast fashion race” lamenting “its detrimental impact on both the environment and garment workers”. Her attempt to do things differently sees the majority of the label’s designs being made in Australia by skilled dressmakers and local factories, and many of its limited edition pieces are made out of reclaimed fabrics.
The industry’s taking notice too – House of Campbell was recently selected by Australian Fashion Week (AFW) as one of four Australian designers set to shape the future of Australian fashion. The label’s latest collection will be showcased at AFW’s Next Gen runway in April, alongside fellow winners Amy Lawrance, Emily Watson and Potirakis. Below, Abby shares House of Campbell’s journey so far.
Tell us about you. What’s your fashion background?
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My journey in fashion is deeply intertwined with memories of sewing alongside my nan throughout my childhood. Those early days making intricate tulle dresses ignited a lifelong passion. Through summer internships and experiences in sewing rooms across the country, I cultivated my skills under the guidance of skilled artisans. Bridal design became a pivotal chapter, where I found solace in the delicate art of hand-sewing, a practice that still resonates deeply with me.
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Transitioning into roles as a garment technician, I expanded my expertise, even venturing abroad to China for new challenges. However, the desire for creative autonomy led me to establish House of Campbell, a heartfelt tribute to my nan and our shared heritage. The name serves as a reminder of where my passion for the craft blossomed.
How did the label get started? Talk us through the process and the challenges.
The inception of House of Campbell was born from a heartfelt longing to veer away from the fast fashion race. My time in China illuminated the aspects of the industry that didn’t resonate with me; the sheer volume of production felt disheartening. Reflecting on my experiences in slower-paced realms like costume and bridal, where hand-sewing and craftsmanship were celebrated, I yearned to infuse those values into ready-to-wear fashion. Quality, craft and heritage became the pillars of my pursuit of creating a label that fosters a profound connection between the wearer and the garment.
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Launching amidst a global pandemic presented its share of unique challenges, yet amidst the trials, unexpected silver linings emerged. Local factories opened their doors to collaboration, and the pause allowed for invaluable reflection and refinement of my creative process. Despite the hurdles, this journey has been a testament to resilience and adaptation. These experiences have deepened my commitment to crafting a fashion label rooted in slowing down the fashion cycle, authenticity and genuine connection.
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 label now?
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In the beginning, my aspiration was straightforward: to craft garments that exuded elegance and instilled a sense of confidence in those who wore them. As time progressed, I came to understand the importance of integrating community and storytelling into our brand’s ethos. To me, our garments aren’t a product, they serve as a channel for personal connection and narrative expression.
Now we are driven by a deeper commitment to understanding the stories behind each piece and enhancing the wearer’s sense of belonging and engagement. Our primary concern has always been the comfort and satisfaction of our clients. Yet, we now seek to extend this commitment by fostering a sense of community and connection among our cherished Campbell clan. As we move forward, our aim is to cultivate an environment where individuals not only feel comfortable in our creations but also find meaningful connections and a sense of belonging.
How would you describe your label to someone who’s never seen it before?
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If someone has never seen our label before, I would describe it as a unique blend of joy, thoughtfulness and self-expression with a touch of regal sophistication and edgy allure. Picture the excitement of raiding your mother’s closet at the age of 10, adorned in her pearls and jewellery, while wearing a whimsical, poofy dress. Each garment we create aims to capture that girlhood feeling, evoking a sense of nostalgia and playful elegance.
What are you most proud of in your work on your label?
One of our proudest achievements is our journey towards accessibility and inclusivity. By leveraging cutting-edge technologies and actively engaging with customer feedback, we’ve made significant strides in making our brand more accessible to a diverse array of individuals. I’m super proud of our steadfast commitment to authenticity which has allowed us to stay true to our values and create designs that deeply resonate with our community.
What about the Australian fashion industry needs to change?
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While significant strides have been made towards sustainability and inclusivity, there’s still much ground to cover. Urgent attention must be directed towards addressing the prevalence of fast fashion and its detrimental impact on both the environment and garment workers. As a board member of SAFIA (South Australia Fashion Industry Association), I am deeply committed to driving positive change within our industry. It’s a responsibility I embrace wholeheartedly, and I’m honoured to play a role in shaping a better path forward for our industry.
Dream Australian collaborators?
One of our dream collaborators from Australia would undoubtedly be Jungles Jungles, a streetwear brand hailing from Melbourne. They have the most incredible eye for graphics and colour, and their commitment to ethical practices and storytelling resonates deeply with us. We hold immense respect for the way they operate their brand and the organisations they support through their philanthropic endeavours.
Who is in your wardrobe right now?
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In my wardrobe at the moment, you’ll find a mix of pieces that reflect my love for supporting local Adelaide labels such as Autark and Acler. There’s something special about wearing pieces crafted with care and passion from my own community. I also love blending in vintage treasures, whether it’s a unique find from a local op shop or a gem discovered on Depop. These pieces add a bit of character and charm and give a sense of nostalgia and individuality to my outfits.
I found a Burberry jacket at a vintage store in Melbourne years ago and it is without a doubt my most loved and worn item. It’s a nice reminder of the beauty of pre-loved fashion and the stories woven into each piece. And the shoes! Over the years, I’ve curated a collection filled with interesting colours, textures and intricate details. Overall, my wardrobe is a reflection of my passion for supporting local talent, embracing vintage finds and curating pieces that bring joy and inspiration to my everyday style.
How can we buy one of your pieces?
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Our local community can peruse and purchase our latest collections online at the House of Campbell website, while our international clientele can discover us at Wolf & Badger and Doors NYC. For those seeking an immersive experience in Europe, our pieces are available to rent in Paris through Studio Paillette.
Explore House of Campbell’s range here.
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