Melbourne label Marsené is creating streetwear with unexpected details
WORDS BY JULIA KITTELTY
“Cute embroidered symbols that I love, put onto hats, tees and hoodies.”
A few years ago, frustrated because she couldn’t find a camo cap that was cute, well-priced and fit her well, Melbourne-based designer Kelly Le Marseny set out to make one herself. What started as a side hustle on Depop soon became a fully-fledged label. With a background in fashion retail, including owning and running her own boutique on the Sunshine Coast for several years, Kelly had the necessary business know-how to launch Marsené.
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Combining lace, camo and off-beat graphics, Marsené is designed to be wearable and eye-catching. Funky flowers adorn oversized hoodies, and breezy, boxy silhouettes are combined with feminine prints and details. Below, Kelly shares how the label came to life and who she has her eye on in the Australian fashion industry.
Tell us about you. What’s your fashion background?
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I’ve always loved fashion and spent a lot of time working in retail stores when I was younger. After I finished high school I studied at the FBI Fashion College in Sydney. I knew from then on that I loved the business side of the fashion industry. When I was 21 I opened my own store on the Sunshine Coast for a few years, it was amazing! Luckily, I closed the store just before COVID hit and was able to move to Melbourne and get back into the industry from there.
How did the label get started? Talk us through the process and the challenges.
It actually started because I really wanted a camo cap that fit well. Everywhere I looked they seemed really expensive or just not what I was after. It started as ‘Okay I’ll make some of these hats, sell them on Depop and if I sell 20 I’ll be happy’ but very soon my business brain kicked in and I couldn’t help taking it further. I organised a shoot in Sydney, got the website up and running and before I knew it there was the brand.
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I haven’t hit any challenges yet – [I’m] very lucky! I think I learnt so much when I had my own store that I am now avoiding a lot of the usual start-up challenges. I would say some of the challenges I faced back then were trying to do everything myself, from building the website, styling the shoots, taking the photos, making sure social media platforms were always updated, responding quickly to customer emails and a whole lot more. Having a business on your own is a huge responsibility. At the moment I am working full time as well [and] it can become a lot to juggle in one day.
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Another challenge would be knowing where to spend your money, knowing what kind of people you should outsource and what you should do on your own. At this point, I haven’t outsourced but now with the business growing it would be something I will need to look into. I find that challenging in itself because a part of me loves doing everything.
What were you trying to achieve from the project at the time?
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At the time I just really wanted to be creative and make some cute designs on hats! Something that my friends would buy, maybe a few strangers.
How has this evolved and what are you trying to communicate through the brand now?
As much as the brand has evolved and I have been overwhelmed with the response, the initial goal is not so dissimilar to when it started. I want to make things that I love, cute and wearable designs; it has just grown larger in scale.
Where did the name come from?
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The name is a play on my last name. With a long last name like Le Marseny people usually get it wrong. I was playing around with it one day and I just really loved Marsené. I sent it to my whole family to make sure it was okay. They loved that I incorporated it, which was special to me.
How would you describe the brand to someone who’s never seen it before?
I would describe it as cute embroidered symbols that I love, put onto hats, tees and hoodies. A brand that is fun and is made to make you feel good whilst being a little bit edgy.
What are you most proud of in your work on your brand?
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I am most proud of the people I have met along the way. Customers that have become really close friends and the lovely memories from that. Another proud moment for me was going to Pitch Music Festival and seeing multiple people wearing my caps. That is a pinch-me moment every single time.
What do you wish you knew when you started?
I wish I knew about Australia Post savings! A very sweet man at the post office introduced me to it when I had already sent a lot of orders. To any small business owners, get onto MyPost savings!
Who do you think is most exciting in the Australian fashion scene right now?
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I think the most exciting would be Trashie Exchange. This might be a bit biased because Angie is one of my best friends and I love her sister Katie, but their events are amazing! I love clothing exchanges, it is such a good way to give your old clothes a new life plus every time I go to an event I leave with some of the best pieces.
What about the Australian fashion scene needs to change?
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I think consumerism is still a big problem. As much as awareness is growing and habits are changing, there is a long way to go. That’s why I try to buy locally and from small businesses when I can.
Dream Australian collaborators?
A dream would be Silk Laundry, they are an amazing company that I have worked for and I love everything they do.
Who is in your wardrobe right now?
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My go-to pieces in my wardrobe currently are a Paloma Wool long sleeve, vintage Levi’s jeans, platform Croc sandals and a vintage brown trench coat. You can also never go wrong with a Réalisation Par dress – their pieces are so timeless and I wear mine to death.
Browse Marsené’s range here.
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