To celebrate adidas Originals releasing an exclusive range available through Hype DC we got three Hype DC team members to step outside their stores and tell us a little more about themselves. This month we feature Georgina who runs her label Lasskaa based out of Adelaide.
How did you first get into fashion design?
When I was living in Melbourne I was styling fashion shoots on the side of my management retail role. There was never enough attainable stuff for what my mind was envisioning. So I packed my bags and went on a holiday to Bali where I created my first ever styling wardrobe. Ever since then I haven’t stopped designing.
Your pieces are very distinct. Where do you think your aesthetic comes from and how do you cultivate it?
I’ve always dressed left of centre and channeled my own vibe on fashion, which is clearly evident through my designs. I love basics, but I like to put my own twist on them, which I guess then always evolves and shapes into a unique design.
You’ve got a pretty large social media following for you label LASSKAA, how did you build that up?
Collaborating with other creative’s in the industry has definitely helped me build that little cult following. When I was living in Bali I met so many talented people in the industry, from models to stylists to photographers. Each and every shoot has contributed to the success I’ve gained and opened me up to working with other imaginative and inspiring artists around the globe.
Personally styling and photographing influential models such as Inka Williams, Sahara Ray, and Mimi Elashiry has been a big help. Having photographers and models Australia-wide and in LA shoot my brand has really given LASSKAA the push it needs. The daughter of Sylvester Stallone, Sistine Stallone, wore my sheer shorts during a shoot for Galore at their estate in Beverly Hills, which was pretty cool. Magazine, blog, and zine write-ups are always great too to spread awareness (so thank you).
Have you thought about having a physical store or are you sticking to online?
Well, funny you mention that… I truly set off on my creative journey when I opened a clothing store 10 years ago at the age of 21. That was when I made some of the best connections on this planet. It opened my mind to the endless possibilities this industry has to offer and was the greatest platform to learn about who my customer was. I would really love to have a store again. Potentially just LASSKAA but including elements of other labels would be really cool—I now know many designers who I would adore to stock alongside my brand. My dream always was to have a store that embodied the feel and vibe of Empire Records: bands performing live, a music store with sweet threads hanging on racks. But at this stage, my focus is purely online. It works!
I know you do photography as well, how did you get started with that?
I’ve always had a passion for photography. I was the kid in high school at all the parties taking photos of everyone. My year 12 art assignment was photography. But sadly stepping foot into the fashion game I lost sight of that passion for a while. It wasn’t until ’08, when I started a blog, that I reignited my infatuation with it. My first LASSKAA shoot was with Indonesian Supermodel Fa Empel and when I launched my online store I found myself obsessed with photography again.
You’ve done a mixture of digital and film; do you prefer one over the other?
I must say I adore film! Who doesn’t? It’s raw. It’s real. And the most exciting part of it is the anticipation of getting the film roll developed. It’s honestly one of the best feelings in the world to get a roll back and nail almost every shot taken. It’s a satisfaction overload that I’m openly admitting an addiction to, which you just don’t get from shooting digital. But I do appreciate the fine art that goes into photographing with a digital camera. Learning how to shoot digital has been incredibly challenging and I’m absorbing new skills and tricks constantly. I admire photographers who have endless digital knowledge; it’s what I pine for. I just recently taught myself, with the assistance of friends, how to shoot Lookbook imagery in my studio, with studio lights and all. That was pretty impressive and an achievement for this year—a box that I can proudly tick.
What’s a normal day look like for you?
Well when I’m not at Hype I’m working on LASSKAA. Everyday I wake up at 6am and take my pooch Husky Pup for a walk with my best friend. It’s honestly the best start to the day! I then spend most my days working from my studio that’s based in the city of Adelaide. Every so often I get to escape the nest and venture out on locations, which I love! A shoot day is always endless fun. And now that I have my own photographic studio set up I often interact with many creatives, inviting them around to either use the space or involve them in projects. It’s honesty a really blissful and content way to live.
Do you surround yourself by creative influences? Who inspires you?
I love to surround myself with likeminded individuals. I’ve been really fortunate since returning home to Adelaide to find myself a family here in the creative realm—both old and new friends. We all really support one another and lift each other up daily. It’s inspiring! And I’m incredibly grateful. The same goes for friends far and wide too. With social media these days we keep each other connected and everyday someone I know is opening my mind to endless possibilities by inspiring me with their work or influences.
What’s on for the rest of 2016? Have you got any big creative projects on the horizon?
I do! I’m transforming LASSKAA from just a women’s wear label to a uni-sex brand. I’m actually re-launching my website this week to showcase how to wear already existing designs on both girls and guys. Then with my new collections I will be making wearable pieces for everyone and anyone and I’m really excited for that! I’ve also been talking with a few local artists about collaborating, that should be wicked fun!
And to the side of all this, I have also re-branded my personal identity as SSOL.Creative and have made my portfolio available to view online. I’m also considering offering my skills to other brands that desire assistance with art direction and photography … my headspace changes daily though! Who knows where my heads will be next week. But that’s what I love about what I do. There are endless opportunities available with a limitless horizon. It’s a very wonderful thing to be a part of.