India - IDA Faux Fur 2India Rose has loved fashion for as long as she can remember. Viewing fashion as an art, India channeled her creativity into Ida Faux Fur, a collection of luxurious faux fur accessories of the absolute highest quality.  Each Ida creation seamlessly fuses timelessness with trendy, proving that an accessory truly can elevate an entire outfit into the realm of the runway-ready. We chatted to India about what motivates her, her design process and what we can expect to see next from our new favourite accessory label.

Could you start by telling us a bit about your background? Where did you grow up and what did you study?

As a child I would trawl through kiddy fashion catalogues and select my favourite pieces by folding the top corners, change my clothes 10 times a day and prance around the house and flat lay outfits and have my parents rank them in order of preference. Somewhat defenseless, my younger sister and brothers often fell victim to my elaborate styling creations. This ‘passion for fashion’ has been an integral part of who I am for as long as I can remember.

Was fashion something you’d always had an interest in?

While at times I toyed with the idea of a so-called ‘conventional career’, pursuing fashion was the only way I could remain true to myself. I embarked upon study at the acclaimed Whitehouse Institute of Design, Sydney. During this time came my first encounter with faux fur. On this particular day after class I strolled down to a vintage store in Surry Hills and tried on my very first faux fur jacket. It was love at first sight. It made me feel not only feminine and glamorous, but also powerful. At that moment I decided that when I had my own label, faux fur would be my fabric of choice with the primary focus of developing a product that would empower other women just as that jacket had done so for me.

What inspired you to create accessories rather than clothing?

I see Ida as a collision between my two great loves: faux fur and accessories. Accessories can make or break an outfit, and in this way their power is undeniable. With this in mind, I developed a brand that centralized around the scarf; a seemingly simple and often overlooked item. I wanted to show how an ‘understated’ accessory can be transformed into the defining feature of an outfit, itself creating the impression and expressing the boldness that fashion often strives for.

One of my favourite things about your collection is that while each piece is, in essence, a faux fur scarf, every scarf you create is completely different and unique to the next. How are you inspired to keep design things that are different, despite working within slightly more limited parametres? Can you tell us a bit about how the design process works for you?

Anything can be inspiring and impressionable regardless of its volume. To see the scarf as being held within limited parametres would be detrimental, limiting only my own creativity. I always consider the big picture of what sort of look I want to achieve, and work inwards from there. In this sense, I can see that the larger picture is a fusion of numerous components, of which I make my scarves the most vital. This way, my scarves define the overall look, providing them with endless possibilities.

All of your pieces are such beautiful quality and could easily be mistaken for real fur. How did you source a fabric that was of such high quality and how do you choose which textures and colours you’ll work with?

I am very particular when it comes to choosing which furs I use in a collection. When I visit my supplier I must physically touch every available option, knowing instantly whether a fabric is suitable. Once I have eliminated anything that isn’t to my standard, I take fabric samples back to the office and spend a long time experimenting with various colour combinations. I always keep trending colours in mind when making the selection, however I never let this dictate my decisions alone.

Are there any specific trends we should be keeping our eyes out for and embracing this season?

Embrace layers and textures, and experiment with collaborations of the two. Faux fur is always trending; it is timeless, fabulous and the key element to a successful winter wardrobe.

Do you have any advice for aspiring designers?

Authenticity is vital in order to create a successful product and brand. Find a mentor and ask lots of questions, but don’t forget to listen to your own instincts. Remember that you cannot possibility be good at everything, so focus on your strengths and call upon others to assist you areas that are not your expertise.  

Finally, what can we expect to see next from your range?

AW17 will see the introduction of apparel. Timelessness will again be my primary focus.


About The Author

Gemma Watts

Gemma Watts has worked in the fashion media industry since 2012, writing for and being headhunted by some of the country's leading fashion and beauty companies. With a Diploma of Professional Writing and Editing and a Bachelor of Communication (Journalism) under her belt, Gemma is able to combine her two greatest passions as Couturing's Fashion Editor- fashion and writing.

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