GRAZIA: I would describe the We Are Kindred woman as bold, confident and feminine. But how has she changed/evolved since the label’s beginning?
We Are Kindred: “The Kindred girl is bold, confident and happy to embrace her femininity. She’s evolving with us – there was an innocence to her and now she’s a woman of the world.”
GRAZIA: What can we expect from next week’s MBFWA show? And what was your inspiration behind the collection? Can you tell me a little bit about the mood/muse/palette/textile?
WAK: “Our Resort ’20 collection ‘Boheme Heart’ is a true resort collection. We were really inspired this season by the mood of carefree summer days, girls coming together, and that sense of light-hearted wanderlust that comes with summer. Our prints this season are more inspired by paisleys than florals, and the colour palette reflects the overall summer inspiration, with breezy bel air blue and warm emberglow matched with crisp whites, realised in natural fabrications such as cottons and linens.”
GRAZIA: How would you describe your working relationship dynamic?
WAK: “It’s very, very close. We adore each other. We disagree on very few things and agree on the major decisions, which is a plus. We feel incredibly fortunate to have each other to lean on and working together is one of the best things about us launching Kindred six years ago.”
GRAZIA: What’s been the biggest challenge since launching the label?
WAK: “We didn’t get in to this thinking it was going to be easy and it certainly hasn’t been, but we’re learning as we grow and we’re both very involved in every aspect of the business. The industry is constantly changing, both locally and globally and we’re proud of the fact that we’re agile enough to adapt to change. Global growth is part of our long term strategy and identifying growth markets where Kindred will work is both a challenge and cause for success.”
GRAZIA: The Intersection is a famous for hosting Australia’s best designers – how will it feel to be nestled in with them soon? And what sparked the decision to start a bricks and mortar store now when so many are downsizing to an exclusive online presence?
WAK: “We are so excited to open our first permanent store on Oxford Street in Paddington this year! It has always been our directive to open a bricks-and-mortar retail destination to engage with our customers and immerse them in the world of We Are Kindred. We tested the waters with a pop-up store at The Intersection a few years ago, which provided us with some invaluable insights and gave us the opportunity to directly interact with our customers, which in turn, allows us to better design for them. We’re working with incredible architect Brooke Aitken Design to make the space a truly beautiful home for Kindred.”