This Is Genevieve

She’s a creative force in the fashion world, launching her ‘This is Genevieve’ label in 2007, Genevieve Er’s innovative label has become an ever growing force in the fashion world, with her debut range picked up by leading boutiques in every major Australian capital city. Ultramodern silhouettes and handcrafted detailing are synonymous with the label. ‘This is Genevieve’ has evolved since inception to now include jewellery, swimwear, shoes, bags and accessories.

Er’s desire to become a fashion designer began when she was young, inspired by her seamstress Aunt’s talent for designing beautiful garments. After years of experience across the fashion industry, Sydney-based Er, launched her debut collection ‘The Tea Party’, which quickly caught the eye of fashion journalists, stylists, models and bloggers. Er’s collection of tea cups was the whimsical inspiration behind the launch collection- described as a garden tea party laced with alcohol and laden with colourful cupcakes.

‘This is Genevieve’s follow up collection, ‘Into the Brave New World’ was received with further praise from Sydney’s fashion media.  Drawing inspiration from elements of modern culture -the machine, the internet, avant-garde art and galaxy prints, themes of peace and current events heavily influenced the collection’s mood, delivering a futuristic theme throughout. 

Moving away from her signature dark palette, Er’s SS09/10 collection ‘And She Was’  uses pastel colours of lemon, peach and pearl white fused with ethereal silhouettes studded with tough leather elements.  The collection is inspired by the Talking Heads song ‘And She Was’, a psychedelic musing on a dreaming girl whose spirit leaves her body in the ultimate act of freedom – astral projection. Further securing the ‘This is Genevieve’ label as one of Australia’s rising stars, ‘And She Was’ encompasses the label’s signature enchanted aesthetic.