Why Melbourne label Tulip Cutie is known for its made-for-your-body denim skirts
IMAGE VIA @TULIP_CUTIE_/INSTAGRAM
WORDS BY MAGGIE ZHOU
“My brand is a blend of two beautiful things: my mum’s wardrobe and flowers.”
Growing up, our career aspirations were allowed to be wildly unattainable. I planned to merge multiple industries under one roof – a bookshop slash restaurant slash pet shop seemed completely realistic in my head. Aside from the obvious occupational health and safety alarm bells, I look back and am touched by my tenacity to think outside of the 9 to 5 box.
Big dreams like these get stamped out of many of us. But Melbourne-based creative Bonnie Watts is proof this doesn’t have to be the case. She grew up surrounded by women who bonded over their shared, intergenerational love of sewing; making has always been in her DNA (just ask her dog Muffin, the first recipient of one of her designs).
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Last year, Bonnie decided to take her label full-time and now, Tulip Cutie (soon to be rebranded to Bonniee) is flourishing. She traverses industries and handmakes a selection of clothing as well as the occasional bouquet. Most notably, her made-to-your-size maxi denim skirts have been a hit around Melbourne. We wanted to hear about the evolution of Tulip Cutie, so we sat down with Bonnie for a chat.
Tell us about you. What’s your fashion background?
I’m Bonnie, the founder of Tulip Cutie. It’s a slow fashion brand that reflects my passion for sewing. My love for this craft started when I was a little girl; my very first creation was a piece of clothing for my pet dog, Muffin, which I handstitched from my old primary school uniform.
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I vividly remember the day I asked my mum to lend me her sewing machine when I was 13. My parents sat me down in my mum’s craft room to teach me how to use it. It was honestly the cutest day ever. At 19, I received my grandma’s old sewing machine after she passed away.
I [started] sewing and creating as a way [to] feel connected to her. My passion for creating clothes eventually turned into a side hustle, and for the past six years, I’ve been designing and making clothes for myself.
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How did the label get started? Talk us through the process and the challenges.
Tulip Cutie has been my dream since I was a little girl. I wanted to create a clothing brand that reflected my true self and was welcoming to people from all backgrounds and sizes. However, I struggled with understanding my own identity. How could I create a brand that empowered people when I didn’t even know my own self-worth?
[It] made it extremely difficult to bring this dream to life. As a result, I found myself in unfulfilling jobs. It wasn’t until I hit rock bottom during a difficult time in my life that I realised I needed to prioritise my self-care. I’d spent too much time giving my all to others, only to be [left] rejected and hurt.
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That’s when I decided to give myself the love and attention I would [typically] give to someone else. This love consisted of following through with a dream I had always had – creating my own fashion label.
Last year, I left my job as a floral designer to work full-time on Tulip Cutie, and while it has involved sleepless nights, anxiety and loneliness, the love and support I receive from customers, friends and family makes it all worthwhile. I have finally followed my dream.
What were you trying to achieve from the project at the time?
When I started my brand, my primary goal was to bring joy – not only to myself but to those around me. I aspired to create a platform that encouraged people to embrace their true selves with confidence. I envisioned a brand that doesn’t require individuals to be influencers to be featured in my photos… I honestly just want photo[s] where people are feeling absolutely beautiful in my products.
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Tell us about the flowers. Why have you incorporated this into your practice?
I want this brand to truly reflect who I am, and since flowers are a part of my identity, I incorporated them as well. After working as a floral designer for almost two years, it became a meaningful aspect of my life, especially during the pandemic. While it might seem unconventional to combine handmade clothing and flowers in one shop, I’m not concerned with conforming to the typical expectations of a clothing or flower brand.
Where did the name come from?
Honestly, the name Tulip Cutie came to me unexpectedly. I’d previously used a different name but I wasn’t fond of it. One day, while on a bike ride with a friend, we brainstormed [names] and Tulip Cutie popped into my head. I loved it then, but now I feel like I’ve outgrown it. Over the next few months, I’ll be rebranding as Bonniee. This name has stuck with me for 25 years and [it’s] one I don’t feel like I will get sick of.
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How would you describe your brand to someone who’s never seen it before?
Tulip Cutie is more than just a handmade fashion brand, it’s also an ethical one… My brand is a blend of two beautiful things: my mum’s wardrobe and flowers. Each [design] is made [in] limited quantities and [has] an abundance of love poured into it. I also offer custom sizing options [where] you can provide your measurements and receive a garment that fits you perfectly.
What are you most proud of in your work on your brand?
It’s a combination of many things that happen on a daily basis. I’m a pretty overly excitable person so [every]thing makes me proud of this brand. From receiving messages from customers who express their love for a skirt to moments like this, being offered the opportunity to share my journey – there’s something every day that fills me with pride.
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What do you wish you had known when you started?
Prior to launching my brand, I regret not realising it’s okay to be different. I attempted to establish my brand on three occasions before it became a reality. During this time, I frequently compared myself to other similar brands which was detrimental as it fueled my self-doubt.
However, I’ve since learned being unique is the greatest advantage and if anything, [it’s] the reason why Tulip Cutie is doing so well. My focus now is on creating products that resonate with customers, even if it means concentrating solely on a single skirt for the time being.
What about the Australian fashion scene needs to change?
One critical issue that requires attention is prominent brands claiming their clothing is ethically sourced without providing complete information to consumers. It’s frustrating to realise some companies believe merely meeting one criterion of sustainable production qualifies them to brand themselves as ‘environmentally conscious’.
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In reality, there are numerous factors to consider. I firmly believe if large corporations have substantial financial resources to revamp their stores, compensate employees and release new collections frequently, they can allocate adequate funds to ensure their products are 100 per cent sustainable and ethically produced.
To find out more about Tulip Cutie and its collection of clothes and flowers, head on over to its website.
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