BEHIND THE SEAMS WITH BE. THE LABEL

We, like many people you may know, adore pretty. Flouncy flocks, prairie patterns, bouncing bows, ruffles and ribbons. We’ve certainly seen a rise in the exploration of nostalgic elegance, and even the catwalks agree.

Enter Be. the label—the next instalment of our Behind the Seams series. Turning vintage tea-towels into tunics, tablecloths into tops, pillowcases into pinafores and curtains into culottes—Be. the label’s designs are effortlessly elegant and wearable, while also giving a new life to vintage manchester, upholstery and haberdashery. The brand is run by two creative and diversely talented sisters, and is bursting with intention and kindness. Elli, who is trained in fashion design, hand makes each item fabric they source from Op Shops and second hand stores, with the aim of helping her customers feel beautiful from the inside out—usually out of something your grandma would display proudly on her dining room table. Each detail of Be.’s garments will make you swoon. Not to mention—it’s all for a great cause.

We were so lucky that we could chat with Be.’s Elli to talk garments and everything that goes on behind the seams.

WANDERER: What led you to start Be.?

ELLI: I’ve always enjoyed the creative space—particularly fashion and textile design. I like to say, ‘I was created to create.’ Be. was born out of wanting to spend my time doing what I love, with the people I love; my older sister and I founded Be. together. I’d worked in the high end, fast-paced fashion industry prior to starting Be. and my sister worked in corporate business management. Both industries, in our experience, could be quite thankless and unfulfilling. Our experiences in those places were definitely an inspiration to create a workplace that would be peaceful, slower and filled with vision and purpose. 

How would you describe your business in three words? 

Intentional. Joyful. Conscious.

How long have you been in this role? 

We started Be. around November/December 2023.

Did you have any sort of experience or training in this industry before starting the label? 

I studied a Bachelor of Fashion Design at TAFE FDS. I can’t recommend this fashion school highly enough. It was such a foundational base for just about everything you’d need to start your own fashion brand. I worked contractually for a beautiful couture label, Yousef Akbar, in the lead up to Australian Fashion Week. After that I was an Assistant Designer at a Melbourne born brand for six months. Then I worked at Zimmermann for around two and a half years in a Junior Design and Development role. 

Was committing to this path daunting or challenging in any way?

It is definitely both daunting and challenging. So often the fear of What if this doesn’t work out? can pop up in your mind. I’d say my biggest challenge is learning to counter those thoughts. You need to have systems and rituals in place that keep you in a hope-filled headspace! 

Is this your full time job or do you work other jobs as well?

Both my sister and I work within the health and education sector part time. It’s honestly such a nice way to remain balanced and express other sides of ourselves. We would love to see Be. become our full time jobs. 

How much help do you have with your business, are there any other employers or people heavily involved or more so just yourself?

At the moment it’s just my sister and I doing it all. But we definitely see a future where we can employ many people, especially women, who want a slower and kinder workspace. We have already started collaborating with friends who align with our philosophy and aesthetic, which is super exciting. 

What has the journey been like for you so far? Has it been a slow process, have you been doubtful at all, or has it all been rewarding and positive?

It has been a slow process but when my sister and I started we actually said we wanted the business to be a slow burn. We didn’t want to ‘blow up’ because we don’t desire to constantly feel the need to ‘keep up’. We want to move slowly and intentionally. We have such a deep belief that Be. is the beginning of something truly beautiful, whatever that looks like. We are open minded about our direction. 

How has your experience so far been different to what you expected?

We had a very clear vision for Be. and my sister, having a business management background, has done wonders to keep me on track. Learning to create the website and process orders was definitely a new experience. As we grow I think there will be a lot more of those learning curves. 

What do you hope for your brand’s future?

We are both BIG dreamers and believers, so our vision for Be. reaches far beyond being able to provide a healthy, peaceful and inspiring space for women to pursue their passions. At the core of Be. is this purpose to use our skills in fashion and business to create a workplace for women to help other women excel in every way—mentally, physically and spiritually. Our parents’ background is in rehabilitation and mental health, so we would love to see Be. become a place of refuge for women that may be suffering in our community. We understand that one of the most empowering and encouraging things you can do for people is providing them with an education. We want to use our gifts to inspire and equip women and children with skills in sewing, designing and art, as well as business management, and hopefully many other skills. While we do this we also want to provide access to rehabilitating services that can help restore their hope. We imagine a beautiful countryside estate, home to a calming space where women can rest and heal and experience joy.

How did you learn to sew?

My mother’s mother taught me, which is pretty special. Studying at TAFE FDS was life changing. The pattern making and sewing classes are absolutely incredible. It was a three year degree and was the best decision for my future in fashion. 

What are some other businesses you are inspired or influenced by?

I’ve always loved small Aussie brands. peony swimwear captures effortless Australian style. I also love She Made Me, their over-all aesthetic really resonates with me. Believe it or not, I have a huge love for the avant-garde tailoring of Alexander McQueen; what he did to fashion is iconic. I’m fascinated by how his brain worked when it came to garment construction. 

A lot of your garments are made with second hand fabrics or notions, are you able to make your products solely from these or do you also purchase new fabrics?

I spend so much time in op-shops and in the DMs of vintage fabric collectors that I’d say 90% of everything I’m currently making is second hand or vintage. I’ll go to a store for accessories like zippers, boning or elastic. Anything custom, like bridal, I’ll typically go to a fabric store for fabric or lace. I’d love to one day make a gown for a bride made solely from second hand fabrics. That would be amazing!