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In late 2007, "Magdalena Duma's" eponymous label came about as a direct reaction to the "Made in China" fashion that is flooding the Australian market. Starting as a hobby and selling at local Sydney markets, the label was so successful that they have recently opened their flagship store on fashionable King St Newtown (SOUTH END). The ladies behind the label are Magdalena Duma, designer, and Tania Boyle, sales manager, best friends and now business partners. "Magdalena Duma" is designed for gorgeous, sexy, playful, kooky and wild girls! Taking inspiration from street culture, art, textiles, vintage and high fashion, there is something for everyone, whether you are a hippie, rock chick, beach babe or girly girl.
We asked Magdalena her secrets to her success.... Where did you start your career? I was very lucky and right after college was offered a design position for a street wear label called D.N.A. It was one of many labels that Natasha Ghan, owner and designer, had under her belt. Working for Natasha has taught me many valuable lessons that still come in handy today. What do you love about your job? The luxury of working for myself, the ability to sit and ponder about a design for hours, playing with colours and fabrics, but most of all the moment when an idea comes to fruition, sample is made, fitted and shot on a model. To see the finished product turn out the way I had imagined it would, or better, gives me enormous satisfaction. Tell us about your 'average' day, what do you do? I am lucky enough to work from home, so when I wake up I take my dog for a walk, I go to yoga or the gym, breakfast and I put the professional cap on. I start by answering and writing emails, planning my day in detail and either designing for an hour or two or pattern making. If I have a work experience girl with meI would get her to cut some samples otherwise I do it myself. I might go for adrive to see what new fabrics and trims are available or visit my sample machinist or maker to see where the production is at. If it is not a busy day I might go to the coffee shop and look through magazines and do some designing there. My day finishes roughly around 6 when I take the dog for another walk to unwind and prepare dinner. Is there anything you dread doing? No, I don't dread doing anything but I don't particularly enjoy doing production. It takes a very long time and can be stressful at times. It is very un-creative so I feel like my creative juices are suffering during that period. Your advice to some one wanting a fashion career? Experience is a great teacher. Learn as much as you can from someone else's mistakes and only then start your own thing. Is it what you know or who you know? It's neither and both, but mostly it's how much start up cash you have. Money opens up many doors, but so does creativity, you just have to speak to the right people and have the right team behind you. What inspires you? Everything! Flowers, furniture, art, film, travel, old people, young people, love, sadness, rage... as a creative person all you have to do is be open and the inspiration will find its way in to the mind.
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