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The definition of young and upcoming, Melbourne’s Masonette is a fantastic example of the exceptional labels emerging from Australia. Combining fashion studies at RMIT with a passion for quality-design and manufacturing, Jo Mason’s Masonette embodies the street, sub culture and the everyday urban-life that many designers neglect to acknowledge.
Both humbled and inspired to have experienced success early in her career, Masonette is already stocked in a plethora of Victorian boutiques. Masonette’s fresh burst of fluid, feminine style successfully caters to women seeking wearable, shapely and practical pieces. Unfazed by the overwhelming surge of designers following a copy-cat-couture selection of contrived, impractical pieces, Masonette is available to any style-enthusiast who wants to be recognised for more than just their appearance.
Forget the doona and ducted heating, the best way to warm up this winter is with Masonette’s vibrant injection of burnt orange, hot mustards and earthy tones. The bitter cold is no longer a valid excuse to stay indoors when you can step out in Masonette’s sultry pieces. If unpredictable weather and inaccurate forecasts are hampering your style and spending, then it’s time you create your own rays of light and invested in a little Masonette.
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What inspired you to launch Masonette?
Fashion, Creativity and garment design has always been in the family going back to many generations of women. My mother being a dress maker gave me the opportunity to learn how to make garments with my keen eye for style. Masonette naturally progressed, into beautiful, lady like fashions.
I love oversized and floaty garments, which is exactly what Masonette is all about. Masonette’s style is very lady like and pretty. The Masonette girl is that sweet girl next door.
When did your passion transform into a career? Do you feel humbled by your experiences?
Masonette turned into a career when I was applying to help backstage for a fashion show and just happened to be wearing one of my dresses and was asked to come up with a small collection.
I am very happy that there is such a great response from only 6 months of having the label. There is so much support and great to see people getting behind the label.
How would you describe the current collection? What fibres, materials, fabrics and techniques have you used?
The winter range that is currently in stores injects that bit of colour into winter. With strong colours of Mustard, burnt orange, mixed with softer tones of nudes, pinks and moody blues. I have used a mix of soft silks, cottons, thick wools and also soft loose knitted wools.
How important is it to support local trade?
It is definitely important to support local trade, with so many players in the industry, its important to help each other and help everyone achieve their goals. Masonette often does collaborations with local jewellery label Canix, which does amazing jewellery, and fits in beautifully with Masonette.
How do you separate Masonette from the thousands of other womenswear designers in Melbourne? What is your point of difference?
I think every fashion label has their own style, and Masonette is no different. It has direction and is identifiable . With its soft lady like fashions, silks and cottons , and beautiful embellishments which contrasts with the fabrics, it’s easy to identify.
Do you rely on social networking/blogs to promote your business? Has it served in reaching a wider audience?
Masonette relies quite heavily on social media. Masonette started on Facebook, with both a page and profile. After receiving such a strong following on Facebook, the website was then developed. Masonette does also have a blog and in the future will look at twitter.
Facebook has been extremely beneficial, reaching customers, retail boutiques, and fashion followers alike.
What are your aspirations for 2011 now that you’ve reached this point? Have you thoughts about dipping into other fields?
My aspirations for Masonette is to expand its business in Victoria and Nationally. Masonette currently has 3 stores in Melbourne and 1 store in Launceston. This is an amazing response for the label having only been operating 6 months.
I hope to eventually do a small diffusion Menswear line, as I have always bought clothes for my brothers or male housemates. I absolutely love men’s fashions and this is definitely a future aspiration.
Success… Is it fantastic or frightening?
Fantastic, not frightening, but definitely overwhelming. Its fantastic I’m doing something I absolutely love, and get to work with the most amazing people who are just as crazy about fashion as I am.
What fashion faux pas offends you the most?
This was a hard one so I put it out to the facebook followers, and what came back as the most offensive “faux pas” was Jeggings. Ie Leggings that look like jeans. There was also bad fake tan, crocs, VPL, not fitting into your clothes or not dressing your age.
What’s your favourite Melbourne café, restaurant, boutique and bar?
My favourite cafes are St Ali in south Melbourne, Cafeteria in Black Rock, and the Panty in Brighton.
My friends and I love going out for dumplings and the best place is Shanghai Village. Also Ichi Ni Izaka for awesome Japanese.
My favourite Bar – Secret Garden, Section 8, Carlton Club, Fog Bar, Treehouse bar and the Croft Institute.
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