Slow fashion with a pandemic twist…

At a time when businesses were going into lockdown due to the current pandemic, Georgia-Lili Howe was brainstorming a new business idea.

After her overseas travel adventures to the UK and USA were cut short, Georgia was in home quarantine, with plenty of time on her hands!
Being the entrepreneur that she is, Georgia decided she wanted a project to sink her teeth into while in lock down.

With a love for vintage and a passion for sustainable and slow fashion, she decided to set up her vintage clothing business Machia et.

By introducing Machia et to the world, it meant more than just offering a place for people to buy vintage. To Georgia it meant helping to positively impact the environment by recycling fashion and saving it from landfill.

We sat down with Georgia to find out more about her pandemic pivot into the world of slow fashion, and the road ahead for Machia Et.

Interview

N– Tell us a bit about starting the business? We now know how Machia et started, but how did you set it up and source products during lock down?
G– I created my own logo and designed and set up my own website myself. I then spent time online searching for preloved items from places like Depop, ebay, etsy and gumtree (due to the pandemic shopping in person was not an option.) But since we escaped lockdown, I now can source items locally as well from op shops and garage sales.

N– Do you have any particular guidelines when looking to source products?
G– My brand guidelines are generally classic timeless pieces. Pastels, whites, creams and neutrals. Tailored looks, denim items like flared jeans, and anything that is a classic brand. Italian and french labels are some of my favourites too. And I love finding classic looking accessories. Silk scarves, leather bags, vintage watches and gloves etc.

N– How did you feel when you got that first online sale during lockdown?
G– I was so excited! I packaged it all up really nicely and sent it out just feeling so happy it was going to a new home!

N– So, currently you have a pop up shop at The Oasis Broadbeach, which is super exciting! How has your custom base changed since opening the pop up store?
G– It has been great! I opened on the 21st Dec and have had such a range of people shop in here! I have also had people bring in their vintage stuff for me to take on as well. It has been such a great opportunity!

N– What inspires you?
G– After studying fashion at uni, I really developed a passion for cottage core ( Cottage Core is an aesthetic inspired by a romanticised interpretation of country life). It is just so romantic and beautiful and it inspires my vision of Machia et. I love scrolling Pinterest and creating mood boards with floral, lace and earthy tones.

N-Who would be your biggest influence or role model?
G– From a fashion point of view I love Audrey Hepburn, Marilyn Monroe, and Twiggy. They are my classic role models. Their style was so effortless and high class. I also love following Alexa Chung and Camille Charriere.
From a personal perspective my whole journey was inspired by my high school teacher and mentor Samantha Reynolds, who showed me what it was like to be a powerful woman in business.

N– Where do you see Machia et heading to in the future?
G– I would love to one day have a well known online presence with the brand and travel the world sourcing rare, beautiful vintage and sustainable fashion. Perhaps base myself somewhere in Europe and to be known as the place to buy something unique, quality and stylish online, while helping the environment. I would love to work with online influencers and spread the word about slow fashion. I think it is so important we learn to contribute less to landfill and encourage quality over quantity.

The gorgeous pop up store that is Machia et is currently open at The Oasis Broadbeach Until 17th January 2020.
Then you can catch her either online at www.machiaet.com or at The Village Markets Burleigh.
Follow her on Instagram at @machiaet for the latest finds and slow fashion updates!