FASHION
DIVA – CHIQUITA SEARLE
Australian Designer Chiquita Searle studied at the Paris Fashion
Institute before launching her European inspired Corporate Collection for the
modern professional business woman in early 2012.
From
an early age, Brisbane fashion designer Chiquita Searle knew style and clothes
were the only things that made her tick. From cheeky beginnings at university
spending her textbook money on clothes, to an unfulfilled corporate life in the
mining industry, her inherent desire to involve herself in the fashion world
was one she couldn’t ignore.
Having
studied at the Paris Fashion Institute in 2011, Searle has returned to her
first love in the form of her very own European inspired corporate wear label,
“Chi”. Merging her corporate roots with timeless chic, Searle’s innovative
collections reflect the sense of style and confidence she inhibits
herself. Searle is fast becoming the
leader in innovative corporate wear for the female executive and entrepreneur
in Australia, designing for the woman who covets exclusive, premium products
enjoyed by only a few.
While
she may be a slave to fashion, Searle is no victim to fashion trends.
Professing a love and appreciation for timeless European inspired fashion, she
prefers to design pieces that make her clients feel good about themselves and
will always be stylish regardless of what is ‘in’. Searle’s pieces transition
from the corporate hour to cocktail hour which make them versatile and
wearable.
Currently
based in Brisbane, Australia, Chiquita Searle is determined to ensure local
female professionals are on the best dressed list.
Who was the person
who encouraged you to pursue your career in fashion?
Me funnily enough. I
always knew I would establish my own fashion label at some stage and about 2
years ago I reassessed where I was personally and professionally and it seemed
like a good time to put the wheels into motion.
What led you to develop your business specialising in corporate
clothing?
After studying at the Paris Fashion Institute
last year, I realised that there is a market the world over for stylish on
trend corporate wear that doesn’t have to incorporate the traditional suit. Our
options have been rather limited and Chi fills that gap by providing stylish
corporate ensembles which are both edgy and feminine.
Would you please
share with us some information about the services you offer your clients?
I am a Designer but I also incorporate Styling Sessions for my clients
as after speaking with many of them, I’ve found the overwhelming result to be
that corporate women are frustrated with their lack of understanding in how to
style an outfit, what to wear to flatter their body shape and in some cases not
even knowing what body shape they are! In my opinion, there is no point to beautiful
clothes without fully understanding how to wear them. So part of my mission has
become to educate my clients on how to look fabulous for the office everyday
without fail!
How do you market
your business?
I have an amazing Publicist, Samantha Brooks of Bloom PR &
Marketing, who is tireless in her endeavours to raise the profile of myself and
my label. I also utilise social media and have an intern dedicated to it. But
most importantly, I go to great lengths to ensure that my clients have an AMAZING
experience where they are made to feel special every time they deal with my
label so most of my business has been word of mouth as a result.
What has been your
greatest challenge to date and how did you resolve it?
Managing the cash flow. I get
so excited about the design aspect and once a new design forms in my head I
just want to get it made NOW! But in business you have to pace yourself and
focus on selling the current collection before focusing on the next design
element.
Who is your
favourite designer and why?
Alexander McQueen. I think he is, without question, the most talented
designer to have ever walked the face of the earth. His creativity is
unrivalled. It’s pure art. I think he is an absolute genius.
What are your
fashion forecasts for the next season?
To be honest, I don’t follow trends as such. I believe that corporate
pieces need to be timeless and classic so that when purchasing something for
your work wardrobe it’s a garment you can wear for seasons, plural rather than
singular. Corporate clothing in my mind is an investment and for that reason I
don’t follow trends when designing but instead think about my “Chi” Woman who
leads a full and active life and needs items that can fit into her lifestyle.
When I design it’s ALL about my customer. Never about trends.
Would you please
tell us about your role in the League of Extraordinary Women?
What the League aims to do is bring together like minded female
entrepreneurs to celebrate our achievements and provide a community where we
can share ideas, align businesses and generally just motivate and support each
other on our journey to greatness! I
have been fortunate enough to be named the first ever Queensland Crusader which
is an achievement I am very proud of. I organise the Qld events, promote them,
assist in building the memberships, organise speakers and be someone any young
female professional can come to for direction or support.
To build on the success of my styling sessions and open my first
“Destination” store in 2013 in Brisbane where I can continue to hold the Chi
Corporate Styling Sessions, launch Exclusive Invitation Only VIP Nights and
have it be a place for Chi customers to come to be pampered and “styled” rather
than simply another retail store.
How do you chill
out when you need some ‘Me Time’?
I read or I watch a DVD. I’ve recently taken up running which I really
enjoy so aim to do that 3 times per week as well.
What is your
favourite article of clothing?
The Office Wench Halterneck. It’s my latest design and I love it. It’s
perfect for the Christmas season as it can be worn to the office under a blazer
and then worn by itself to any number of Christmas events with a tailored pant
or skirt.
If you could
choose any holiday destination in the world, where would you choose?
New York. On the agenda is to spend Xmas in 2013 there for my first
White Xmas with my family.
CONTACT
DETAILS:
W:
www.chithelabel.com
E:
enquiry@chithelabel.com
P: 0447 159
241
PHOTO CREDIT –
Kristina Shapranova Photography
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