Sydney-based label Karameleon is giving sustainable fashion a Y2K-inspired twist

“I always wanted to have my own label where I could have total creative freedom and not have to be a slave to fast fashion trends and ‘commercial’ demand.”

In a fashion landscape where we’re more connected to brands than ever, it remains surprisingly difficult to find true transparency. Dropshipping, online resell platforms and remarkably similar designer knockoffs have made the ‘sustainability conversation’ increasingly ambiguous. Is it really ‘the most incredible ’90s babydoll tee’, Depop queen? Or is it Shein hand-me-down?

Kara Otter understands what it feels like to be a frustrated shopper. Getting her fashion start designing for once-giant labels like Minkpink and Nasty Gal, Kara fell out of love with fast fashion and head over heels for the world of vintage clothing. She quit her job, travelled the world and came back to Sydney to take the all-important career leap of faith – trying to get her passion project off the ground.

Discover more up-and-coming local designers in our Fashion section. 

Kara’s label Karameleon was born in Bondi shortly after. Inspired by vintage fashion, colourful prints and Y2K nostalgia, Kara released a line of inclusive swimsuits, micro miniskirts and singlets with tongue-in-cheek rhinestone graphics. Filling the market gap for ‘sustainable, nostalgia-influenced feminine fashion’, Karameleon took off. Now with a new brick-and-mortar store and a vintage-dedicated line, Kara shows no signs of slowing down.

Tell us about you. What’s your fashion background?

I started working in retail at Supre when I was 14! It was the 2000s and very OG y2k. I also worked at General Pants a few other stores while I was studying Fashion Design at Tafe. I got my first real design job at the peak of Minkpink’s popularity and worked there for years.

 

View this post on Instagram

 

A post shared by k a r a m e l e o n (@karameleon_australia)

I got to travel and design my own collections for Nasty Gal (it was their heSyday too) while working on Karameleon as my passion project and side hustle. All the creative fun of designing at Minkpink died out, so I started selling vintage clothing and continued working on Karameleon. Now I’m co-owner of Karameleon Vintage and I opened the So Familia store in Newtown. I work super long days but have my dream job!

How did the label get started? Talk us through the process and the challenges.

I always wanted to have my own label where I could have total creative freedom and not have to be a slave to fast fashion trends and ‘commercial’ demand. When I finally quit the full-time job, I went travelling for a year. I always knew I wanted to come home and start becoming my own boss!

My process almost always starts with an idea sparked from a vintage piece or a photo of a vintage piece. Prints usually inspire my creative process. I find my best work has been when I do a print by hand with paints or pencils. My shapes are simple, easy, comfortable and usually on the skimpy side.

 

View this post on Instagram

 

A post shared by k a r a m e l e o n (@karameleon_australia)

I’ve been trying to use fabric made from recycled plastic water bottles or fabric leftover from designer rolls. Trying to wholesale to boutiques was a really big struggle for me as a small label, as most stores only want to know about very established brands! However, Blonde Concept  – the cutest boutique in Canberra – has always been a supporter of Karameleon. And now with the opening of So Familia, I can stock Karameleon and have a space where customers can try on IRL!

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?

I wanted to create pieces that were more special than what was on offer with fast fashion brands. It’s always been a very print-focused label; it’s a huge creative outlet for me to create my own art and prints. Seeing them worn by customers is so satisfying! I’ve always been inspired by how amazing vintage prints are, I wanted to replicate that with my own designs. My vintage obsession has also more recently evolved into also having my vintage business, Karameleon Vintage.

How would you describe Karameleon to someone who’s never seen it before?

 

View this post on Instagram

 

A post shared by k a r a m e l e o n (@karameleon_australia)

I would describe the aesthetic as colourful, vintage-inspired prints on easy, comfy (but slightly skimpy) shapes. My designs are usually inspired by classic vintage favourites from my own wardrobe. I always want Karameleon to be a fun, conscious, boutique label!

What are you most proud of in your work on your label?

I’m most proud of the loyal customers and supporters that genuinely love the brand. When I see people wearing my designs… my heart sings. In fact, every time I get an order it’s still exciting!

What do you wish you knew when you started?

I wish I’d known how destructive the whole industry is to the environment and how quickly it can crush creativity. I’m happy to be out of it.

Who do you think is most exciting in Australian fashion right now?

 

View this post on Instagram

 

A post shared by k a r a m e l e o n (@karameleon_australia)

All the small independent brands handmaking cool shit! Some examples are Bye Bambi, Kick In The Eye, Ramp Tramp Tramp Stamp, All Is a Gentle Spring, Die Horny and Highrack.

What about the Australian fashion industry needs to change?

People need to educate themselves on the true cost of buying cheap. In my honest opinion, poor quailty clothing just shouldn’t be considered fashion. I’m so tired of the amount of fast fashion landfill girls are trying to sell, nobody wants to buy a secondhand sheen top that cost $3 originally. These pieces should be illegal to produce.

Dream Australian collaborators?

Right now obsessed with Melbourne artist Mikaela Stafford! Holy hell!

Go-to dinner party playlist?

 

View this post on Instagram

 

A post shared by k a r a m e l e o n (@karameleon_australia)

Start with 2000s RnB and move onto ’70s disco for a boogie!

Who is in your wardrobe right now?

It’s 75 per cent vintage, 25 per cent Karameleon, a Ramp Tramp Tramp Stamp tracksuit and a Bye Bambi set.

How can we buy one of your pieces?

Online through our website or IRL at So Familia store and Blonde Concept!

Anything else to add?

 

View this post on Instagram

 

A post shared by k a r a m e l e o n (@karameleon_australia)

All my tees and singlets are printed in Newtown, I’m trying to keep it local where I can. I also don’t order styles in bulk, they’re usually on pre-order to avoid waste!

My favourite piece at the moment is the Tattoo Bikini. I made the print with textas and pencils and had placment printed onto fabric made from recycled plastic water bottles. The colours are my dream!