OUR TRIBE | HOLLIE SWEET, GM LOFFT FASHION AGENCY
Australia, we have arrived!
Homecoming SS20 marks the first season joining some of our most favourite Australian boutiques. Extending our offering into the international market is something we are so proud of and doing so with our beautiful friends across the ditch.
Helping us make this happen, is Hollie Sweet, General Manager of The LOFFT Fashion Agencies in Melbourne & Sydney.
We caught up with Hollie to find out how she got her start in fashion, her favourite La Tribe styles and much more.
La Tribe: You’re the GM of LOFFT representing many inspiring brands in the Australian and NZ fashion markets right now. Can you tell us a little bit about your journey with fashion?
I studied a BA in Arts, then completed my fashion degrees at RMIT. I was honoured to land a job as a Creative Director when I graduated and on my first day, I met my now close friend and Founder of the LOFFT, Margie Woods, 20 years ago! We formed a strong bond working together in our early twenties. I then went on to create my own label and retail store for 6 years before moving to Hawaii. Upon my return home to Melbourne, Margie and I met for coffee and with the growing success of her label Viktoria & Woods she kindly asked me to join her team and manage the LOFFT Agency, supporting our team across Melbourne & Sydney. It has been a full circle journey and I am very privileged to work alongside one of Australia’s most influential fashion leaders who mentors myself, our teams and all of our brands daily. My experience in both design & retail has allowed me to understand and support our brands transitioning into the market.
La Tribe recently joined your stable and has launched into Australia. What is it about La Tribe that you think will appeal most to Australian women?
La Tribe’s effortless, timeless and versatile nature has attracted so many Australian women to the brand. The beauty of the neutral colour palette and considered designs have the ability to elevate any outfit.
The La Tribe woman is an adventurer at heart. What is your ideal adventure?
I travel a lot, and throughout my travels I encounter so many different people and get to experience many different cultures. My ideal adventures include my trips to Turkey & Spain, both idyllic escapes with sensory overloads of fashion, culture & food. Istanbul is still an undiscovered gem of design and experiences, and Turkish people are amazing hosts. Spain always inspires me as the Spanish are so relaxed and know how to enjoy life. The women have an inspiring ease and confidence when it comes to style. The exploration of a new place inspires me to experiment and be bold in my approach to fashion. La Tribe shoes are a hybrid between functionality and fashion so are perfect for travelling. This year I will be enjoying a road trip exploring the NSW coast, a first for me, so I am looking forward to embracing travelling in my own back yard. I will be packing my pool slides on the road!
Our SS20 collection Homecoming is about being bold and free spirited in the comfort of her surrounds at home. As we have spent more time at home this year, how have you been seeking solace at home?
Staying positive is very important. I try to create a routine for myself. I wake up around the same time every day. I get dressed and put on my make-up every day, even when working from home. I have really embraced this rare opportunity to work from home, finding a comfortable style for me as I don’t feel good wearing sweats or lounge wear. A typical outfit for me is a pair of boyfriend jeans and a T-shirt and my Crossover Sheepy La Tribes, if I want to be comfortable at home. My biggest solace has been long baths! I renovated my house last year and had never used my bath, so during my home time I worked on slowing down and enjoying the freedom of no plans & downtime. It was overwhelming at first, but I have now discovered the pleasures of simple rituals. My house prior to lockdown was like an airport with people coming and going, so it was fun to enjoy the company of my teenagers, husband and animals uninterrupted.
2020 has been a rollercoaster year to say the least, but it has allowed us to reflect and recalibrate in many ways. What do you see has been a positive outcome for the fashion industry since the pandemic?
While 2020 has brought many challenges, it has also rewired and permitted a different perspective in the global fashion industry. Positive changes have embraced a shift away from the traditional seasonal calendar, to echo real-time seasons and reflect consumer shopping habits. Additionally, conversations including a greater demand for transparency regarding ethical and sustainable fashion have surfaced. This pandemic has distanced the fashion industry from stagnant ideas to now intuitively identify opportunities and strategies in fashion moving forward.
How would you describe your personal style?
Style is all about personality; it’s an expression of your individuality, and the way I dress is an outlet for me to express my creativity. I enjoy curating my personal style, it is important to also feel comfortable, so you can be your true self. My everyday dressing always has an emphasis on tailoring mixed with modern feminine silhouettes. I love soft tailoring and would wear a blazer or trench coat everyday if I could. I feel a jacket completes an outfit and is an easy way to elevate your daily style. I like to pair my classic tailored looks with unexpected accessories for softness. I am also not hesitant to experiment with my style and I find my fashion choices often correlate with my mood.
Who or what inspires you?
I am surrounded by fashion every day and each day my love and inspiration for design grows. I am very much inspired by architecture and interiors, as like fashion I find it another opportunity to express your imagination.
I spend hours on Pinterest and Instagram exploring interiors. Some of my go to designers for interior inspiration are Patricia Urquiola, Ashley Stark Kenner, John Roman, Kelly Wearstler, Holly Hunt and I am addicted to Architectural Digest. Living in America for 3 years, I became fond of the American contemporary designs found in homes in California, Miami & New York. I love the juxtaposition of contemporary and vintage.
What are your top 3 picks from our Homecoming SS20 collection?
If this is your first pair of La Tribe, definitely the Studded Sandal Black/Gold, this was my first pair and it has become my everyday essential. For this summer I selected the pool slide in bone, a beautiful quilted leather is the perfect summer shoe to transition poolside to the bar. The Twisted Mule in rich tan, I will wear for my Christmas party this year as we are having a French picnic theme, so this classic mule is perfect; a sophisticated style intertwining supple leather with a timeless wooden heel.
Find The LOFFT on instagram | @thelofft_fashionagency
xx La Tribe