This morning, I had the absolute honour of hosting a private call inside the Slow Fashion Lab with Kirstie Clements — one of the most iconic voices in the Australian fashion industry and the former Editor-in-Chief of Vogue Australia. She’s a storyteller, a truth-teller, and a deep well of wisdom for anyone wanting to build a meaningful fashion business.
If you know anything about publishing, prestige, or the evolution of fashion in this country, you know how big of a deal Kirstie is. And if you’re new to her work, let me paint the picture for you...
Kirstie spent 13 years at the helm of Vogue Australia, shaping editorial trends and cultural conversations. She’s rubbed shoulders with Karl Lagerfeld and Nicole Kidman, navigated the glossy highs and corporate lows of fashion media, and written several critically acclaimed books — including The Vogue Factor and Why Did I Buy That?, which I own and highly recommend for a raw and refreshing look at the industry from the inside.
But what I admire most about Kirstie Clements isn't the names she has on speed dial that you or I could only dream of being in a room with. It's her groundedness. Her generosity. Her realness.
Because even after decades of experience, Kirstie still believes in the power of thoughtful, purposeful, meaningful fashion. The kind that makes you feel something.
And this morning, she spoke with deep respect for the work you and I do in this space — the kind of fashion that’s slow, ethical, intentional, and full of feeling.
It was an intimate members-only hour and we covered so much more than I can fit into a single post. If you’re in the Lab, you now have lifetime access to the replay but here are three key takeaways that stood out for me...
1. Your aesthetic should speak before your logo does.
Kirstie shared a simple but powerful test: if you covered your brand name, would someone still know it’s yours? That’s what builds brand recognition — not logos, but a consistent visual identity. She spoke about brands like Matteau, who started small with a clear aesthetic and built trust by staying in their lane. If your Instagram grid or collection looks all over the place, it might be time to strip it back and go deeper. Clarity converts. Chaos confuses.
2. Niche down then build up.
You don’t need 20 products or a 3-year plan to launch. Start with one idea you believe in and nail it. Kirstie reminded us that many iconic designers began with a tiny range — Colette Dinnigan with lingerie, Akira with just 12 pieces. Strong brands aren’t built by trying to please everyone. They’re built by knowing exactly who you are — and showing up for that.
3. Fashion isn't just about clothes. It's a feeling.
The brands that move us make us feel something. Kirstie talked about how runway shows — and even Instagram content — work best when they evoke emotion, not just showcase outfits. Your brand isn’t just a product. It’s a mood, a message, a story. What are you really selling? Make sure that’s coming through loud and clear.
Honestly, wrapping up our call in three highlights was hard.
Kirstie didn’t just give us an industry download — she gave us direction. The next step we need to take in order to go deep. Inspiration to do things differently. Permission to trust our creative instincts and build businesses rooted in meaning, not mass appeal.
She reminded us that it’s not about chasing trends or growing fast — it’s about growing strong. And it was a powerful reminder that amidst all the stats and facts about fashion, and the doom and gloom of how much stuff we already have — slow fashion is good, and we need more of it.
And that’s what the Slow Fashion Lab is all about. If you’re not yet a Lab member, now’s your chance. This call with Kirstie is just one of many expert masterclasses we’ve hosted — all saved for lifetime access alongside monthly coaching, business-building tools, and a purpose-driven community of slow fashion founders like you.
The Slow Fashion Lab is here to help you grow — with purpose, with clarity, and without burning out or selling out.
Stop struggling and start growing.
Claire x
