Cairns-based designer Simone Arnol fuses traditional knowledge with bold design
Photography by Marley Morgan
Words by Daisy henry
“Fashion isn’t just about clothing – it’s about storytelling.”
“Blak has always been Green,” says Gunggandji designer Simone Arnol. She’s talking about the sustainable practices that have been embedded in First Nations culture for over 65,000 years and that she too has woven within her fashion brand.
Based in Cairns, Simone first started her eponymous label in 2016, experimenting with upcycling and natural dyes. Her work has evolved in the years since to reflect “complex ideas around identity, cultural pride and the long-standing relationship between Indigenous people and the environment”.
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A recent recipient of Fashion Designer of the Year at the National Indigenous Fashion Awards (NIFA), Simone’s work has been garnering increased attention in recent months. But those who are familiar with her work know that you can expect rich textures and vibrant colours, interwoven with cultural storytelling.
Through cultural practices including weaving, dyeing and screen printing, as well as working with upcycled materials like tablecloths and curtains, Simone honours Country through all facets of her work. Below, Simone shares more about where she finds her inspiration, the challenges in starting your own label and why her journey has been “a marathon, not a sprint”.
Tell us about you. What’s your fashion background?
I am a proud Gunggandji woman and a fashion designer from Cairns. My journey began in 2016, and my work is deeply rooted in cultural traditions like dyeing, weaving, and screen printing. I incorporate sustainable materials like repurposed curtains and tablecloths into my designs. Growing up, I learned to care for Country, which is a core part of my fashion practice. Sustainability has always been at the heart of Indigenous culture, and through my work, I highlight that ‘Blak has always been Green.’
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How did the label get started? Talk us through the process and the challenges.
The label started as a way to merge traditional knowledge with modern fashion. It began with small collections where I experimented with natural dyes and upcycled materials like curtains and tablecloths. The biggest challenge was sourcing sustainable materials while staying true to my cultural heritage. Over time, I found a rhythm by balancing innovation with tradition.
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?
In the beginning, I wanted to showcase the importance of caring for Country and how fashion could be an avenue for sustainability. The message has evolved to reflect more complex ideas about identity, cultural pride, and the long-standing relationship between Indigenous people and the environment. Now, I want my work to communicate that sustainability is not new, it’s something Indigenous cultures have practised for over 65,000 years.
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How would you describe your label to someone who’s never seen it before?
It’s a blend of unique boutique, one-off pieces that combine culture and sustainability, I think of it as classy and grassroots. Every piece is made with intention, using traditional techniques and repurposed materials to tell a story of resilience and care for the land. Think of flowy patterns, natural dyes, and a commitment to slow fashion.
What are you most proud of in your work on your label?
I’m proud of being able to keep my cultural practices alive while creating fashion that resonates with a modern audience. The fact that I can weave in traditional knowledge and still be relevant in today’s industry means a lot to me.
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What do you wish you knew when you started?
I wish I had known that the journey would be a marathon, not a sprint. Understanding the balance between creativity and the business side of fashion is something I had to learn along the way.
Who do you think is most exciting in Australian fashion right now?
I find designers who are pushing the boundaries of sustainability exciting, people who are rethinking how fashion interacts with the environment and culture.
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What about the Australian fashion industry needs to change?
There needs to be a stronger focus on sustainability and inclusivity. Indigenous designers should be more visible, and there should be more acknowledgment of the cultural knowledge that informs our work.
Dream Australian collaborators?
I’d love to collaborate with brands or designers who share a passion for sustainability and respect for Indigenous knowledge. Collaborations that can amplify the message of caring for Country would be ideal.
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How can we buy one of your pieces?
My pieces are available through my Instagram page.
Anything else to add?
Fashion isn’t just about clothing – it’s about storytelling. Every piece I create is a reflection of my culture, and through fashion, I want to continue sharing that story with the world.
Head here to explore of Simone’s range.
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