In September 2010, Josephine Ryder swapped her desk job for a sewing machine and launched Frances Baker, a Melbourne-based independent clothing label. Three collections later, the label has become a champion of conscious consumerism. In between sewing, designing, bookkeeping and planning her return to university, Josephine talked to us about her handiwork.
Tell us about Frances Baker.
It's the small, handmade clothing label I run from the second bedroom of the flat I share with my boyfriend. My aim is to make clothing that has minimal impact on the environment by using organic and sustainable fabrics in my designs. I think clothing should be long-lasting and reflective of individual style rather than trends.
Photo: 'Autumn Sky', a hand-printed and dyed skirt.
How and when did the label get started?
In 2010 I returned from a long trip overseas and ended up in an office job while I tried to work out what to do next. I found that whole work environment incredibly stifling; I spent my days dreaming about creative projects I could be doing if I wasn’t wasting so many hours there. It took me getting to that point of frustration and boredom to push me to give Frances Baker a go.
What inspires your collections?
I actually majored in Film Studies at university (where I spent a lot of my time looking at costumes) so I get a lot of inspiration from films. I also love historical clothing and some of my favourite periods to draw from are the Georgian and Edwardian eras. The 60’s and 70’s are an endless source of ideas and fun.
What has been Frances Baker's biggest achievement to date?
It’s hard to say but receiving customer feedback is always a big deal for me! Often, I will interact quite a bit with a customer about what they want before they make a purchase, and sometimes make customisations for them.
In a small businesses it’s not about how many people you reach with your work, but whether or not people feel a connection with what you make.
Photo: 'Little Squirrel', a winter dress with gold print detailing.
Visit the Frances Baker online shop for the full product range.