Meet SewnbyMob, the designer-led initiative platforming First Nations creatives

“I always try to have a 100 per cent First Nations-led team.”

SewnbyMob is the creation of Jade Leaman, a proud Aboriginal Latje Latje woman, and a 19-year-old design student from the University of Sydney. Launched in 2025, it exists to amplify First Nations voices across the fashion industry through social media, collaborative photoshoots and its ‘Featured Mob’ interview series.

Growing up, Jade remembers being naturally drawn to the industry, with long-held dreams of becoming a creative director. Now in her second year of design, with multiple internships under her belt, she’s using her platform to push for representation. “It frustrates me that First Nations designers are often pushed to the side,” she says.

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Beyond that, the motivation to create her own platform for First Nations voices was also a way to honour her late nan. Growing up disconnected from her culture and having struggled with the idea of not feeling “Indigenous enough”, Sewnbymob became a form of personal reclamation as well. “It allows me to connect with other creative Mob and it’s an incredibly healing experience,” Jade adds.

One way SewnbyMob aims to create visibility and a space for connection for creatives in the community is through photoshoots. This typically begins with Jade assembling an all-First Nations team of collaborators, from designers to models, stylists and makeup artists. “They’re not only photoshoots, but a way for Mob to connect, learn and create with each other.”

Fashion Journal: Hey Jade! First off, can you tell me a little bit about who you are and your fashion background?

Jade: I’ve always been into fashion and was often told, “Jade, this isn’t a fashion show”. I started posting photoshoots of my designs in high school and when I moved to Sydney, I continued sharing my work.

My dream is to become a creative director and to advocate for indigenous representation within the fashion industry. I grew up disconnected from culture and SewnbyMob allows me to connect with other creative Mob and it’s an incredibly healing experience.

What gaps did you notice in the industry that pushed you to create SewnbyMob?

Studying a fashion degree and entering the industry via multiple internships opened my eyes to the idea that Indigenous people can sometimes be used to ‘tick a box’. I spoke to a beautiful First Nations designer who I consider a mentor and hearing some of the struggles she’d faced was surprising to me. She’s so talented and renowned, yet continues to face huge hurdles and barriers. It frustrates me that First Nations designers are often pushed to the side.

Another reason I created this initiative was having struggled with the idea of not being seen as ‘Indigenous enough’ growing up. I wanted to create SewnbyMob in honour of my late nan, who wasn’t allowed to be proud of her culture, and for my mum, sister, auntie and myself, who grew up feeling disconnected as well.

How did you bring the vision to life?

Right now, I’ve been using social media to bring it to life and am trying to grow a community there. But it’s organically come back to what I’ve been doing all my life, which is creatively directing photoshoots.  From there, I began reaching out to designers to use their work in photoshoots. Everyone has been so keen to be involved and to support it. I’m so lucky. I also want to create and run fashion workshops one day.

How would you describe SewnbyMob now? What exactly can people expect?

SewnbyMob is a community-driven platform. I wouldn’t be able to creatively direct photoshoots without First Nations designers, models and creatives who generously volunteer their time towards creative projects that push for Indigenous representation. I’m genuinely so grateful that people want to give up their time, often travelling to me for shoots.

My intention with SewnbyMob was to lean into my passion for creative direction within fashion, leading photoshoots that spotlight talented First Nations designers and provide opportunities for aspiring models, makeup artists and creatives who want to be involved. I always try to have a 100 per cent First Nations-led team.

Your ‘Featured Mob’ interview series on Instagram spotlights emerging creatives. What draws you to someone’s work or story when deciding who to feature?

Authenticity. I’m drawn to designers who are authentically themselves and whose passion you can feel when you talk to them. There’s nothing better than talking to a passionate person.

Tell me about your ‘Surry’ photoshoot! How did this come together and what was the vision?

My talented friend Zakari had this amazing pink bag, so I built the photoshoot around that. I wanted the vibe to feel like a ‘fish out of water’ and for Indie, the model, to really stand out, so we had her pose in an industrial location. To me, SewnbyMob is all about standing out and supporting Mob to be in the spotlight.

I created a moodboard covering the makeup look, overall vibe and accessories. We shot in Surry Hills and the team gelled so well. We all ended up chatting about fashion and our personal experiences being young and Indigenous. I love that about SewnbyMob shoots – they’re not only photoshoots, but a way for Mob to connect, learn and create with each other. The end result was perfect and I’m incredibly proud of it!

Looking ahead, what does success look like for you?

Success for SewnbyMob would be to continue connecting with more First Nations creatives, continuing to do more photoshoots and growing our social media community. I would love one day for SewnbyMob to be involved in future Fashion Weeks and fashion events, and to keep pushing for more Indigenous representation within fashion.

On a personal level, success means connecting more deeply with my Aboriginal culture, learning from elders, understanding traditions and becoming more involved within the First Nations community here in Sydney. My dream is to become a creative director and to continue to weave SewnbyMob into my life and to make it more known across the industry. I’m only just getting started!

Keep up with SewnbyMob here.