Perth knitwear label Siren is part femme fatale, part make-believe
WORDS BY MAGGIE ZHOU
For your inner siren.
While many people take “daydreams too much” in their school report as a sign to snap back into reality, Perth-based creative Meg Hillier has always used her imaginative prowess to her advantage. In just a matter of years, she’s created an otherworldly label out of Western Australia.
Siren makes knitwear pieces fit for fairytale creatures (or people who spent a little too much time reading Percy Jackson books or playing with Bratz dolls growing up). Its pieces almost err on the side of costuming. There’s an element of playful dress-up embedded in Siren; it’s no wonder elf ears accompanied its first runway.
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As Meg’s friend Ayeesha put it, “Siren isn’t just the name, it’s also the way you feel in the garments – powerful and alluring.” While sirens in Greek mythology have been shunned and demonised, Meg wants people who wear her pieces to feel empowered, sexy and a little bit scary. Read on to how about her label and how she’s gotten to where she is today.
Tell us about you. What’s your fashion background?
Ever since I can remember, I’ve been crazy about fashion. I’ve always loved clothes and shoes, and getting dressed brings me so much joy. As a child, instead of [just] playing with my Bratz and Barbie dolls, the most exciting part for me was always dressing them up and changing their little outfits.
After a few years’ break after I graduated high school, I decided to enrol [in] fashion. I studied [for] a diploma [in] fashion design and merchandising at South Metropolitan TAFE and graduated at the end of 2021.
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How did the label get started? Talk us through the process and the challenges.
For my final project at TAFE, we had to create a mini collection to showcase at the end of the year. After posting the photos from my photoshoot of the mini collection on my Instagram, I had a few people reach out asking me to make them custom pieces. The rest is history, really. I didn’t necessarily plan to start my own label so quickly so I’m very grateful to everyone who reached out and bought a piece from me.
What were you trying to achieve from the project at the time?
What am I trying to achieve? My goal when making clothes is quite simple, really. I want to make the people who wear my garments (I call them all sirens) feel like the hottest versions of themselves. I want them to feel confident and sexy and like they rule the world.
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Where did the name come from?
I chose the name Siren based on the Greek mythological creatures. This definition of a siren really resonates with me and my brand: “Sirens symbolise temptation and desire, which can lead to destruction and risk. If a mortal stopped to listen to the beautiful sounds of the sirens, they wouldn’t be able to control their desires and this would lead them to their death.”
People who wear Siren emulate this. They are sexy, beautiful and yet people are also slightly scared of them; they are untouchable. Most of my work is heavily inspired by fantasy and the media I consumed as a child. I mainly draw inspiration from ethereal mythical creatures such as fairies, mermaids (sirens), nymphs and even witches. However, if you look at my designs you can also see the influence of Bratz dolls and the It girls of the early 2000s.
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How would you describe your brand to someone who’s never seen it before?
I asked a few of my friends and here’s what they said: Sam says, “Bespoke knitwear for fashion-conscious baddies,” Sophia says, “Ethereal knitted pieces handcrafted with love” and Ayeesha says, “Siren isn’t just the name, it’s also the way you feel in the garments – powerful and alluring.”
What are you most proud of in your work on your brand?
I’m probably most proud of the first piece I ever knitted. For our final collection at TAFE, everyone needed a stand-out avant-garde piece and for my piece, I had an idea to create a dress inspired by a spider web. I brainstormed many ways to create the piece and decided knitting would give the outcome I was after (bearing in mind I had never knitted before in my life).
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I borrowed my friend’s knitting machine and they taught me some basics and the rest was all trial and error (literal blood, sweat and tears went into this piece). After making the piece I really fell in love with knitting and have been knitting pieces for Siren ever since. The piece was also dyed three times and consisted of 300 Swarovski crystals handknitted in – the crystals were added to symbolise water droplets on a spider web in the sunlight.
I’m also very proud of the runway I was a part of last year held by Ludio X. I would never have imagined I could be part of a runway so soon in my career and I am very grateful for the opportunity.
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Who is most exciting in the Australian fashion scene right now?
I’m really loving all of the secondhand markets and spaces popping up for small designers and small businesses to share and sell their work, as well as meet like-minded people and creators from all over Australia. I’ve personally sold Siren at Fashion Thrift Society a few times and I’ve met so many amazing small designers and lovely people I now call friends.
How can we buy one of your pieces?
I’m currently working on creating a website but at this stage, you can purchase a custom piece by messaging me on Instagram.
Stay up-to-date with Siren here.
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