5 July, 2024
Georgia Smedley's journey in fashion started during the pandemic when she studied Fashion Design at Flinders University in Adelaide. Craving more of a challenge, she spontaneously moved to Melbourne in early 2022 to further her studies at RMIT. Just a week after the move, she launched her fashion label, Asa Fields. Though she initially enrolled in fashion studies, Georgia soon realised she was gaining more from hands-on experience and decided to dedicate herself fully to Asa Fields.
What inspired you to choose the name Asa Fields?
Truth be told, my best friend and I used to always talk about our dream baby names and one day we were talking about the surname ‘Fields’; and when I said ‘Asa Fields’ out loud I knew it was what I wanted to name my brand. I delved into the meaning behind this name and found the name ‘Asa’ to be symbolic of anticipation, hope & trust. Moreover, ‘Fields’ represents a clearing, a new beginning. To me, starting Asa Fields was my new beginning and it truly involved so much anticipation and trust, both within myself and the universe. It felt perfect, I really can’t describe it any other way.
We love the 90s, and it’s great to see you incorporate that era into your designs. What drew you to vintage and 90s styles as your primary influence?
I grew up consumed by fashion icons such as Rachel Green, Carrie Bradshaw and Audrey Hepburn. From their minimalist street style to their avant-garde looks, their fashion heavily influences my own to this day. My obsession with 90's and early 2000’s runway followed my introduction to Pinterest in middle school. These fashion eras in my eyes were the most revolutionary, particularly the 90’s return to minimalism with a focus on clean lines and elegant silhouettes which I believe to be the pinnacle of fashion. Work by Versace, Blumarine and Chanel during this time is my biggest influence.
Asa Fields aims to blend timeless silhouettes and romantic styles with a contemporary twist, paying homage to history whilst embracing innovation. I endeavor to create lasting shapes infused with delicate detailing and sophisticated textures that will be treasured for years to come.
It's clear that sustainability is a core value for you, and that's amazing to see. You mentioned that your Re-Work Collections aim to bring new life to discarded and unwanted textiles. Can you share more about the inspiration behind this approach?
I am committed to creating slow fashion. I have always loved second-hand shopping and over the years I’ve collected a lot of textiles which inspired me. During my studies in Adelaide, my lecturer would let me bring in my own fabrics to trial new designs in spare class time. Due to the price of fabric during lockdown I started using these textiles which led to me creating my first re-works. I quickly fell in love with the process of creating one-of-a-kind pieces, especially learning to manipulate a range of fabrics and experimenting with new sewing techniques. I’ve found this process to be both challenging and rewarding as you’re faced with a very small amount of fabric and near to no room for error. I’ve also grown to love capturing and sharing the process of creating re-works on my social media. My small batch Made-To-Order collections intend to eliminate fabric wastage. I additionally focus on using low-impact, recycled and deadstock fabrics throughout my work.
What do you enjoy most about giving new life to these materials?
Definitely the learning aspect. I feel like I truly grow so much as a person and a designer with each re-work. As I haven’t studied a lot, this really aids as my learning process. I’ve gained so much knowledge regarding different fabrics, their drape and manipulation techniques. Whilst time consuming, this process is so incredibly rewarding once you are met with a one-of-a-kind design.
Can we talk about your recent piece, ‘The Marlowe Set?’ which will be restocking soon. What was your vision and how did it come to life?
Between March 2023 and March 2024 I took a break from Asa Fields as I was navigating my way through a difficult season of life. I went travelling in March this year and used it as an opportunity to design a re-work for myself to wear. The initial set was a re-work using a vintage brown striped midi skirt which I upcycled into a mini skirt. With limited fabric remaining I decided on a simple, chic backless design, using the hem of the skirt to create straps. I created interest and shape with subtle ruching below the bust and waist. I often create toiles for my re-works, in this case I was using scraps of old linen sheets which quickly led me to realise how elegant the top would look in white. I wanted to create a matching skirt which incorporated the same pleating and ties as the top. I landed on a wrap mini skirt to accentuate the hourglass shape of the top, with two ties to create interest in the front of the design, allowing the open back to be the focal point of the back. I shared this online and it gained a lot more traction than I anticipated.
My passion and motivation came back stronger than ever and I was eager to create this piece for others to wear. When I returned home from my travels I sourced a fabric which was light and silky, but would maintain its shape and be durable; finalised my pattern and announced my first drop!
And what details in that set do you think best represent your brand’s style?
The key elements in the Marlowe set which demonstrate Asa Fields style would be, the elegant, hourglass feminine silhouette which is met with a flirty open back. The refined halter neck and wrap skirt shape sophisticated with hand pleating, an asymmetrical waistline and dainty ties. The use of a recycled poplin which boasts durability and timelessness.
Running a fashion label single-handedly is no small feat. How do you manage everything on your plate?
The past few months have been an absolute whirlwind. I recently left my full-time hospitality work to focus on full-time vintage reselling which I am continuing alongside Asa Fields. It has been an incredible creative outlet and helps me find balance and most of all motivation and inspiration which I can bring to my Asa Fields work. Whilst I have been working 7 days a week the past few months, I wouldn’t change it for the world. I feel more inspired and motivated than ever and I feel as though everything has been falling into place perfectly recently which I am so grateful for! My mentality is that if I work my hardest and put my heart and soul into everything I do, the universe will take care of everything else.
Given all your responsibilities, what first sparked your passion for fashion and made you decide to pursue this path?