New Melbourne based fashion label, Andrea Lucy Designs, has arrived to shake up the fashion industry. With a collection that spans sizes 12-24, it’s putting style and beauty into a market that doesn’t give many options for women sized 16 plus. This new venture is including more sizes than most designers, with most labels stopping at size 18.
Tell us about Andrea Lucy Designs.
Andrea Lucy Designs is a body positive, luxe fashion label for curvy women. Made and designed right here in Melbourne.
Fashion start ups are a dime a dozen, I know, but I’m doing things a little differently.
My size range starts at size 14 through to size 24 (with plans to expand my size range in the not too distant future). It would have been a lot easier (and a lot less expensive) to have a standard size range but nothing about me or Andrea Lucy Designs is standard!
Each design has gone through a stringent quality approval process, from initial sketch all the way through to pre production sample. First the design is sketched, then submitted to a pattern maker to draft up a toile (the initial rough version of the design). Once the toile is sewn up, it is fitted on a real model (not a mannequin) to check proportion and fit. From there we make the garment several times, checking details each step of the way. When I’m happy with the design and fit, off it goes to manufacturing. This is an incredibly expensive and thorough way to do things but I have spared no expense in producing the best possible product.
What inspired you to start Andrea Lucy Designs?
Many things over the years have inspired me to start Andrea Lucy Designs but my main inspiration was my brilliant Mum.
Being
a plus size woman for most of her life, I watched Mum struggle for years to
find clothes that she felt ‘herself’ in. Clothes shopping for Mum was quite the
experience. As a child and later as a woman, I would accompany her to the twice
yearly clothes shop that she would absolutely dread. There were only two shops
in an entire shopping mall that Mum could purchase clothes in. Two brands. In a
centre of at least a hundred shops.
As the years rolled on, my size gradually increased from ‘a little chunky’ to
‘a whole lotta chunky’ and I found myself in the very same predicament as my
Mum.
It took me a few years to accept my new body shape/size and I begrudgingly started shopping with brands that were appropriate for my size. (Instead of squeezing into standard sizes that did not fit).
My personal style has always been a huge part of who I am as a person. Ask anyone who knows me. I dress each day as if it will be my last. Choosing an outfit, even just for everyday wear is FUN for me. I attract a lot of attention wherever I go (partly because people would consider me over dressed AND I’m pretty tall so I stick out like a sore thumb).
Being a plus size woman, with a very specific personal style was excruciating. The small amount of clothing available to me when I was between the sizes 16-24 was so abysmal, it made dressing each day a near impossible task. Dressing for special occasions was even worse. There was nothing out there and believe me, I searched high and low.
I didn’t want to buy clothes just because they fit, I wanted the right to CHOOSE what I wanted to wear. I wanted the luxury of choice.
There were many times that I had a generous budget for a special occasion outfit but I simply could not find one. It seemed so unfair that there were so many gorgeous luxurious brands that sold amazing clothes that were not available in my size.
After many years of frustration I finally found the courage to pursue my dream and start my own curvy fashion label.
Tell us about your career and background.
As a young adult, I wanted nothing more than to become a Fashion Designer. It was my dream.
I finished High School and off I trotted to Fashion School in my stilettos.
Being so young and naïve, I was completely and utterly surprised when the Fashion Industry unceremoniously chewed me up and spat me out. Having an eating disorder and incredibly low self esteem was not ideal in that environment. It would take me years to recover from the emotional distress of being at Fashion School.
Dreams shattered and reality suddenly kicked in. I needed to work.
Next best thing to Fashion Design? Retail.
Working in retail was the hardest job I’ve ever had. Being at the mercy of the public, eight to twelve hours a day was pure hell. The one saving grace was that I got to work with clothes and understand the different relationships that people have with their outfits.
Helping a woman to see herself in a completely new light, by way of a new dress that she never would have picked for herself, was the biggest high of working in retail. Clothes have transformative powers and I loved helping people find their unique style and to see themselves in a completely new light.
Eventually I found the tedium of department stores too much to bare so I moved on.
My brain ached for mental stimulation and I found myself working for Hairhouse Warehouse Head Office.
I worked my way up the corporate ladder from Receptionist to National Franchise Co-Ordinator. It was a very challenging job at a time when the company was experiencing a lot of growth. I learned a LOT and the founding CEO, Tony Lattouf, was very inspiring.
Working in a business with so many moving parts (leasing, franchising, marketing, buying etc.) was the best education I ever received. It really opened my eyes up to the possibility and responsibilities of running a big business.
My time was cut short at Hairhouse Warehouse when my Mum suffered a stroke. I made the heartbreaking decision to leave my job and become a full time carer to my Mum.
As the years passed and I achieved the typical life milestones of buying a house/marriage/children, I realised there was something missing. I loved my life but I wanted more. Being a stay at home Mum just wasn’t the job for me.
Describe a typical work day for you.
My typical work day starts with a BANG!
From 7am to 9am it’s a two hour battle to get everyone fed, dressed and ready for the day ahead. Our morning routine is incredibly specific and it has to be or else my son (who has autism) will not survive the day. The bane of my existence each morning is finding a car park close enough to school and praying for no rain.
After the absolute joy of sending the kids off to school, I drive an extra 5 mins out of my way to get the best coffee in the Yarra Valley. Starting my work day without coffee is not even an option. Ever.
If I’m lucky, I can squeeze in six hours of work at my office. It’s my happy place. Everyone loves my office because it is filled with flowers, candles, salt lamps and all things pink and pretty.
By the time 3pm rolls around, the coffee has well and truly worn off and I face the biggest battle of the day. School pick up. Ugh.
The rest of my day is taken up by Mum/House wife duties until dinner time, when I have to balance cooking/bath/readers AND social media posts.
My analytics have told me that yes, I must stop during the busiest time of night and post to Instagram/Facebook because apparently, that’s the peak time for my audience. (mind you, my audience is minute. It seems ridiculous to even use the term audience)
When the kids are in bed, social media gods appeased and uniforms set out for the next day, I can finally rest. For about 10 mins on the couch before I fall asleep. Then it’s round we go again!
What advice do you have for those wanting to start a business?
Hmm… if I had advice for anyone starting a new business it would be these three things:
- MONEY: You need more money than you think. Add at LEAST 25% more to your budget and don’t expect your initial investment to be returned to you straightaway.
- EFFORT: You will work hard before opening your business and it’s exhausting. Once you’re open, it’s even harder. Prepare yourself for this by establishing a reliable support network. Ask for help. You will need it.
- WHY: Don’t forget why you wanted to start your business. There will be many bumps along the way and initially, there is a LOT of work/effort for no visible pay off. Reflecting on your reasons WHY will boost your morale along the way.
What’s next for you, and Andrea Lucy Designs?
A HOLIDAY! Ha! I wish. Not likely to happen anytime soon.
I already have some exciting things in the works for 2020, including my winter collection (to be released in March) and I will also be moving into accessories.
Styling/how to videos will also be released early next year with a focus on how to find your personal style. Helping curvy women understand themselves and their bodies is something that I feel very passionately about. It is my aim to help educate women on how to express and empower themselves through clothing.
Look out world, here I come!