EDITORIAL: Mifufu Who?

Gee thanks, just bought it

You’ve never heard of it? That’s okay - that’s exactly what we’re here for.

Meet Adelaide’s newest brand, MIFUFU, by Aggie Harris, who was on of our designer finalists for the 2019 A-Z FILES Fashion Awards.

Location: Adelaide 

Where did you study: RMIT and Flinders University 

You may remember me from: I recently won "Lecturers Choice Award' at my Graduate Parade in February. I was also a finalist for 'Fashioning the Future" for Rundle Place as part of Adelaide Fashion Festival 2018.

Describe your brand in 5 words: Clashing, Weird, Colourful, Fun and Wiggly!

What's next? After I graduate in July, I am looking to launch my brand,  and build a really strong customer base while I work on making my pieces here in Adelaide. I also want to expand into making accessories, from all recycled materials and off-cuts from other projects. In 5 years time I would love to be an established designer, working full-time on my own label.

What is the biggest obstacle as an emerging designer, and how do you plan to overcome it? I think my biggest challenge is being seen. There are so many incredible brands out there, so standing out is important. Connecting with like-minded people will help me do that. I have a very strong work ethic and nothing scares me, so I know that I will be able to get where I want to be.

If you could change one thing about the Australian fashion industry, what would it be? I would change the way people perceive fast fashion, and have real conversations with consumers so that they could make more ethical and environmentally viable wardrobe choices. Empower people to make better choices, and have a focus on small businesses and local designers, as well as 'investing' in your wardrobe and not buying out of convenience. 

Where can we buy your garments: You will be able to buy them online later in 2019, or contact me for one-off pieces.

Photos by: Chris Galimitakis
Makeup: Madeleine Preston
Styling: Stacey Hendrickson
Models: Charley and Sekou @ AZALEA
A-Z Earrings: Deux Earrings

Follow Mifufu here: