JOJO Mangoes spoke with Alex at OOBI this week and she answered a few quick questions for us.
JJM: What inspires your designs?
Alex: We have to travel quite a lot for work and I love to check out old magazines, posters and calendars in markets around the world. There are often wild and wonderful retro looks in there and sometimes even quirky designs which we use for inspiration. Of course the design process can also start from something simple like a colour or an old button or piece of lace or an idea for a great dress and things just flow from there. I spend a lot of time sketching and designing and it's like any job where you have to spend your hours pushing for inspiration to come - not waiting for it.
JJM: Where did you train and what is your greatest passion?
Alex: My background is art history with a focus on film theory and design. My biggest inspiration is old films from the 50s, 60s and 70s - you might see a bit of Marilyn Monroe or the Great Gatsby one season and then some Rita Hayworth and Wizard of Oz another. I did graphic design and textile design during my degree but I never in a million years thought I'd be able to put that into practice. I thought that I would end up being a film editor or researcher! My greatest passion is children of course. I love babies, I love how excited they get by the things that we take for granted (watch a baby learn to walk and take their first wobbly run and you'll know exactly what I mean). I love that every expression, feeling and emotion are so honest. And I love how every child looks great in clothing that we'd be too conservative or timid to wear as an adult. Ruffly bloomers anyone?
JJM: With the retro look being so strong in your range, where do you see OOBI's trends going next?
Alex: Retro looks are my passion and though it goes in and out of fashion it always remains constant for me and I will continue to be true to that. I think that there are some looks that always have a place in fashion but I'm really not into retro for the sake of retro. The retro we appreciate has to be a feeling or a spirit which is evident in the clothing, not a rip off of some outmoded look. There are plenty of things that can stay in the past in my opinion - polyester for one! But to be inspired by a softer, gentler look and a time in our history where there was so much colour and optimism is lovely when you translate that into a child's wardrobe.
JJM: Which celebrities have had their kids in OOBI?
Alex: There have been loads. Mostly Australian celebs and often they come to us directly so we can't divulge who they all are but I can say that there have been a Spice Girl or two, loads of sports figures & chefs, some celebs from The Secret Life of Us & High 5 (two cult Aussie shows) and a little Prince too. Now we sell in Hollywood in stores like Petit Tresor which has almost an entirely celeb clientele so I'd say there are a few. We were recently featured on E! Entertainment's "The Insider" (from Entertainment Tonight) which was really fun.
