Byron Bay label Lottie Hall makes garments from original digitally printed artwork
PHOTOGRAPHY BY LOTTIE HALL
WORDS BY MAGGIE ZHOU
Surf, sea and sun.
Some clothes are referred to as ‘wearable art’ but in the case of Lottie Hall’s garments, this is no exaggeration. The 11-year-old Byron Bay label has become synonymous with handpainted designs inspired by Australian summers. After studying fashion design and honing her craft at various local womenswear labels, Lottie decided to start her own label.
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As a creative who is equally inspired by fashion and fine art, her eponymous label is a melding of her two loves. In her showroom, you’ll find physical canvases of her art hanging on the walls. Those exact artworks are then digitally printed onto her selection of garments (released in limited batches of 30 to 50 pieces per style). Here, Lottie tells us about the peaks and challenges that come with running a label for over a decade.
Tell us about you. What’s your fashion background?
I am 36, [I] studied fashion at RMIT in Melbourne [and] landed an assistant design role fresh out of school that took me to Bali for half the year. [I] then worked as head designer for [a] wom[enswear] brand in Melbourne before starting my very own label at 25 years old.
How did the label get started? Talk us through the process and the challenges.
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I knew I wanted to get back to Bali to produce. In my first job, I was working over there [in a] very hands-on [capacity] and I loved the Balinese craftsmanship, approach [and] dye techniques.
The challenges to start [were] honestly being a business-minded person versus being a creative! You need to [be] both and need to excel at both, or better yet, employ or partner with someone else to balance it out! I learnt my business sense on the job and definitely came into this as a creative.
What were you trying to achieve from the project at the time?
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Originally I was wanting a sort of high-end surf brand, very Proenza Schouler [and] Acne inspired. I did much more leather, in the form of biker jackets and boots teamed with silk tie-dye styles. I wasn’t aware my prints would take off so organically.
How has this evolved and what are you trying to communicate through the brand now?
The second collection was when I created the Lumeria dress, I sketched a print that was printed over a beautiful watery dye technique. That was what really catapulted the brand, [it] received international attention and was pretty individual at the time. [From there, I became] an art-based brand. I feel very lucky – if fashion design [wasn’t] my career choice, then it [would be] fine arts, so I adore combining the two in my career.
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The Lumeria print wasn’t an amazingly technical print but it was naive and fun and within my skillset so I started creating more prints for the brand. In Bali, I fe[lt] slightly limited to the fabrications available, but by creating my own prints, it create[d] an instant individuality to… classic natural fabrics such as linen, silk, cotton [and] bamboo. I now do my own paintings so we have physical canvases hanging in my showroom of art that is then digitally printed on fabric. You can also buy my art for your walls.
Where did the name come from?
That’s easy, it’s my name! The brand is very personal so I knew it just needed to be me.
How would you describe your brand to someone who’s never seen it before?
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It’s an art-based brand, with all art and print[s] by [me]. I release transseasonal limited collections of around five to seven pieces at a time in limited quantities of 30 to 50 pieces per style.
What are you most proud of in your work on your brand?
Honestly, the simple things. [My] longevity, the fierce customer base, [the] sell-out styles and that it’s completely a source of artistic expression for me.
What do you wish you had known when you started?
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That it’s always evolving.
What about the Australian fashion scene needs to change?
Fast fashion [and] the larger eCommerce brands ripping off independent designers. Less is more for your wardrobe! Support independent and be proud of what you are wearing and supporting.
How can we buy one of your pieces?
Through my eBoutique or [visit my] showroom at Shop 47, 1 Porter Street, Byron Bay, and at my stockists.
Keep up-to-date with Lottie Hall here.
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