Meet Lova Mohan, the emerging Melbourne label crafting wardrobe basics with a contemporary twist
PHOTOGRAPHY BY Harry Burmeister
WORDS BY IZZY WIGHT
“The comfortability of sportswear and the quality and sharpness of tailoring.”
In the Fashion Journal office, it’s surprisingly rare for the whole team to be lusting after the same pieces of clothing. While we all work for the same publication, each of us has a distinctly different style. So when an item comes along that we all want (or “need”, as FJ’s Editor Cait would say), it’s a surefire sign of a versatile wardrobe basic.
For more fashion news, shoots, articles and features, head to our Fashion section.
The arrival of Jemima Mikulic’s label, Lova Mohan, may have the whole Fashion Journal team wearing the same pair of pants. Launched in Melbourne just last month, the collection comprises three key pieces: a pair of low-slung, relaxed-leg trousers; a perfectly oversized padded bomber jacket and a two-piece, convertible singlet and long-sleeve top. Below, Jemima speaks on bringing Lova Mohan to life.
Tell us about you. What’s your fashion background?
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I have been a stylist for the past few years and prior to that, I studied fashion design at RMIT. I wasn’t entirely sure where I fit into the fashion industry when I first started out, so working in a range of areas and positions has been really helpful in refining my direction.
It has also had a large impact on not only how I design, but also the multifaceted job of running a business. I was watching other brands and businesses closely and always taking notes on what I liked and what worked… I learnt so much from this.
How did the label get started? Talk us through the process and the challenges.
It took some time for me to be in the right place to start this project. I had learnt the technical skills and theory behind starting a brand, but something didn’t feel right. I had to find my voice, I had to grow up a little bit and build my confidence.
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To put a creative project out into the world takes a lot of bravery. You have to believe in yourself and your vision, and it took some self-discovery to get to a place where I felt comfortable doing that. I also think there’s so much stuff in the world already. If you’re going to add to that pile, it needs to be considered and intentional.
I wanted to make sure if I was going to do this, I was going to do it properly. Taking that first step was the hardest part and from that point onwards, there’s no turning back!
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 really had no expectations when beginning this journey. I had lots of big ideas I wanted to try and execute but I wasn’t sure where it would lead. I told myself if all that came from it was experience and skills, I would be happy.
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Lova Mohan was about creating a holistic brand that was more than just physical garments. I think to consume consciously you should have a connection to the pieces you buy, so it’s important to me that the brand evokes an emotion or story that you want to be a part of. The future of Lova looks like following that evolution and path and continuing to grow the brand and its identity.
How would you describe your label to someone who’s never seen it before?
I find myself inspired by vintage clothing, sportswear and uniforms and these are elements I come back to when I design. This can be translated through fabrics, construction or graphics.
These practical elements then connect to a softness and polish that underpin the energy of the brand – it is the comfortability of sportswear and the quality and sharpness of tailoring.
What are you most proud of in your work on your label?
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The campaign imagery I shot in Paris last year with Harry Burmeister will always hold such a special place in my heart. I’ve been looking at these images for eight months now and somehow I am still not sick of them.
Harry did an incredible job and it was such a special moment for me to look at these images and for them to accurately reflect the vision I had in my head for Lova Mohan. That can be a really scary part of starting out – having all these big ideas and not being able to communicate that vision. I’m so grateful to the whole team on that shoot for bringing Lova to life in a way I can be so proud of!
What do you wish you knew when you started?
Gosh, I feel I’m still sort of at the starting line but if I were to share any advice, it would be to ask as many questions as you can. I got so much help from the people around me in almost every aspect of the brand…
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You can learn so much from listening to people and they don’t have to be in your industry or on the same path as you. People love sharing their wisdom and expertise. It’s very humbling to admit you don’t know what you’re doing, but that leaves room for so much growth and connection.
Who do you think is most exciting in Australian fashion right now?
Ramp Tramp Tramp Stamp (RTTS) will always be a brand I look up to. I think Niamh’s designs are inspiring and she’s done such an amazing job of building a world around RTTS.
What about the Australian fashion industry needs to change?
I think there’s lots of room for growth within the industry [and this] includes things like sustainability and diversity. But I also think there’s something really special happening at the moment within the Australian and New Zealand scene.
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Not only are there so many incredible designers and creatives popping up, but there is also so much support for them. It is one thing to have our cities filled with talent, but to also have communities that are so eager to invest… at the beginning of a brand’s life is really special. It makes me very hopeful and excited for the future of our industry.
Dream Australian collaborators?
So many! But Xanthe Ficarra is so clever and I love everything she does. I’d love to bring an upcycled element to Lova at some point.
Who is in your wardrobe right now?
Lova Mohan, of course. I’ve been so excited for the weather to get cold so I can start wearing the Trackside Jacket. It’s so warm, I never take it off. It has also been so fun styling all the pieces in my own wardrobe. Other than that, lots of vintage and secondhand pieces. I’m also always stealing pieces from my sister.
How can we buy one of your pieces?
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Online! There’s no in-person store or stockists at the moment but this is definitely something I’m looking at for the near future.
Anything else to add?
Thank you so much for the interview, I’ve been reading these articles for years and it is such an honour to be placed among so many other amazing and talented Australian designers.
Browse the Lova Mohan collection here.
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