Clea, founded by fashion designer Natasha Gordon, has quickly gained a loyal following due to its unique aesthetic, which infuses opposing elements into clothing designs. Being featured in the runway show at the Afterpay Australian Fashion Week has given the brand a chance to flaunt its collections and solidify their place among the top fashion brands in Australia.
The prize celebrates emerging fashion designers who demonstrate exceptional potential and innovation in the industry. Held annually in Sydney, the fashion event showcases all the latest collections from some of the country’s top and up-and-coming fashion designers. It is considered one of the most important events on the Australian fashion calendar and attracts international attention, including fashion industry professionals, media, and members of the public who are interested in the latest fashion trends.
Aspiring and emerging designers can learn from the success of Gordon. By examining the overall Australian fashion industry and identifying key factors that have contributed to Clea's growth, designers can gain insights on how to elevate their own brand.
Australian fashion brands of today should innovate to remain competitive in a constantly evolving industry. A growing focus on sustainability and environmental impact is a major trend, and brands like Clea – which prioritises the creation of high-quality garments and best practices for both people and the planet – are well-positioned to capitalise on this trend.
In an interview, Gordon opined that “optimistic themes of a more sustainable Australian fashion landscape [are] a progressive focus”. The fashion industry is also experiencing a shift towards e-commerce and an increase in the use of social media and online platforms for marketing. Brands that can adapt to these changes will be more likely to succeed in the future.
Australian fashion brands must always look towards the horizon for opportunities to succeed. For example, winning awards like Next Gen can bring new stockists and networking opportunities.
Gordon advised that “it is important to share [an] authentic and unique vision [which] demonstrates that your brand will fill a void in the saturated market of fashion”. For Clea, showcasing a sustainable and considered approach was beneficial to the brand.
Brands that are able to continuously adapt and evolve will be better equipped to survive and succeed in the ever-changing fashion industry.
Clea, like many other brands, has had to deal with a number of challenges since its launch – including delays in logistics caused by the COVID-19 pandemic. However, by working closely with internal and external teams and utilising the support of reliable logistics providers like DHL Express, the Clea was able to overcome these obstacles.
Gordon stated that “with the amazing support of [her] teams, ease of communication technology, [and] reliable DHL [Express’] logistics, these obstacles were overcome”. Partnering with the right logistics provider can play a crucial role in making business possible. Through DHL Express’ ability to overcome supply chain disruptions and other challenges, Clea was able to remain resilient and adapt to challenges in the global market.
The brand’s use of DHL Express’ logistics services is not limited to the traditional shipping of their garments. It also offers e-commerce solutions that allows customers to shop Clea’s collection online, as well as for Gordon’s team to track orders in real-time.
The future seems bright for Clea, with Gordon and her team looking forward to reaching a wider audience and making a bold statement in the global fashion industry. Since the success of the brand’s Winter 2022 collection, her entire designer range has been ordered by luxury department store David Jones – even before the launch of Clea.
Moving on, Gordon is excited to continue to challenge traditional norms and bring new and innovative ideas to the table. With the support of partners like DHL Express, which offers reliable shipping to and from Australia, Clea is well-positioned to achieve these goals and continue their successful journey in the fashion industry.