This label is about to kickstart your crochet addiction
Each week, we look into an exciting and innovative label that is taking the fashion world by storm in our regular feature #TheBrand. This time, we’re turning the spotlight on Australian swim and holiday label, She Made Me.
Known best for creating crochet pieces that are perfect for getaways, the ethical brand is fast becoming a favourite with influencers. Here we break down everything you need to know about the label.
Origins
She Made Me was launched by swimwear designer Chloe Dunlop in 2013, who had spent seven years working in the Australian fashion industry. Kicking things off in Bali, where the designer was living at the time, she slowly launched the business before moving back to Australia in 2016.
"The intention behind She Made Me is to ignite a sense of adventure through timeless, beautiful swim and resort wear pieces," Dunlop tells us. "I built my brand knowing I wanted my garments to have soul and substance. The swimwear industry is notorious for being quick to market, with little regard for the welfare of manufacturing workers. I wanted to create beautiful hand-crocheted swimwear, but also make a product that empowered the people who made my garments."
Dunlop – who had grown up by the ocean and was introduced to crochet at a young age by her grandmother – didn't think anyone was creating crochet pieces in a relevant way and believed that there was a market for it.
"While working in the Australian swimwear industry, I noticed that no one was creating relevant, high-quality crochet swimwear," she explains. "So in 2013, I took and leap and began She Made Me; a brand which highlights a life lived by the ocean and the beauty of artisanal hand craft. My grandma actually produced my first sample."
Over the past few years, the brand has gone from strength to strength and has been able to stand out in the fairly saturated market of Australian swimwear, catching the eye of A-listers and influencers alike.
Why is everyone talking about it?
Dunlop has managed to tap into a niche aspect of the market by focussing on her personal experience and expertise (with swimwear and more specifically, with crochet) but also by creating a company that stands for and delivers what the 2018 woman wants.
"The concept behind the label is, and always has been, ethically produced hand-crocheted swim and resort wear," Dunlop says, explaining that her proudest moment with the brand so far was finding out that one of her artisans had, for the first time, enough money to buy a car.
"When the brand grew, instead of taking production to another country with abilities to produce high volumes in short periods of time, I thought it would be best to spend time teaching more people in Bali how to crochet. I wanted to support them after they had been supporting She Made Me and producing such beautiful garments."
As well as it being an ethical company, a clear draw for customers to She Made Me is because it is technically delivering something that no one else is.
"Our technical approach to crochet is unique and appealing," Dunlop explains. "My design ethos is to create timeless and sophisticated styles with unique detailing or trims for our customers to wear over and over. I think our customers resonate with our designs because they are classic and elevated, yet still relevant."
Who has worn it?
In this day and age, it is hard to deny the power of the influencer in being able to put a young and growing brand on the map. This is something that Dunlop is not afraid to admit, explaining that "Instagram is fuelling our market".
Her designs have been seen on Instagram on Kourtney Kardashian (and her 66 million followers), Lucy Williams and supermodel Devon Windsor, which has undoubtedly heightened the profile of the label – and this is surely just the beginning.
A post shared by Kourtney Kardashian (@kourtneykardash) on Apr 8, 2018 at 8:17am PDT
Crochet dress of dreams 💘 @shemademe
A post shared by Lucy Williams | Fashion Me Now (@lucywilliams02) on Apr 22, 2018 at 2:17pm PDT
A post shared by devon windsor (@devwindsor) on Jul 28, 2018 at 1:13pm PDT
What is the secret to success?
Dunlop tells us that the true success of the brand lies in sticking tightly to her vision and doing what she knows she does best.
"I think the secret to She Made Me's success has been partnering with retailers who understand out vision and ethos. I have found the most success when I have been true to myself and the brand, and creating pieces that I love. I also think we have been successful because we are creating something unique and not driven by trends."
In this same vein, Dunlop says that she would never want to venture far from what she does now and will continue to grow the brand in the direction she always had planned.
"I'm always happiest in the warmth so I don't think I would ever stray too far from resort and swimwear. I'd like to spend more time on the accessories and would love to open a flagship store in New York or Paris."
Key pieces:
Your holiday wardrobe won't be complete without a crochet bikini or the versatile crochet dress that has been so loved on Instagram.
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