A label making a big noise in Australian fashion right now is Joveeba, by Alison Cotton.
Alison had so much drive and determination that she didn’t even wait to finish her fashion degree course before launching her label in 2003. She worked hard to get her clothes out there, and soon they were being snapped up faster than she could make them.
Now, with a demand for her garments from high-profile celebrities and loyal fans, she has stockists all over the globe.
The label shows this week at the L’Oreal Melbourne Fashion Festival and officially launches its AW10 Collection ‘The Traveller’.
Describe yourself in 3 words:
Spirited, Relaxed, Tenacious
What is your life motto?
Don’t worry. Be happy
When did you start pursuing your career and how long did it take to become successful?
I started seriously getting into the label in 2005. Each season we evolve and change. We are constantly pushing to move forward so our idea of success changes all the time.
It certainly took a few years to reach a point where I was happy with what had been achieved and the path we were moving on.
How many hours did you dedicate to pursuing your dream?
80 – 100 hours a week – every week. I did these hours when I first started out and I still do them now.
Describe how difficult the business really is?
It’s a notoriously tough industry and it definitely lives up to the hype. I am more like a fireman than a fashion designer – I put out fires all day long.
What is the mistake that taught you an extremely valuable lesson?
Everyday I learn something new. It’s a constant evolution.
I’ve made a lot of mistakes along the way and will probably make lots more. That’s just how it rolls.
What is the best piece of advice you have been given to date?
Don’t worry, be happy; Bob Marley told me that.
What is the piece of advice that you weren’t?
I wish someone had taken me aside and given me a tutorial on how to run a fashion business; it certainly would have saved a lot of mistakes. It’s definitely a lot harder than it looks!
In your mind, is formal training essential?
Not necessarily, but it definitely helps.
What are some steps emerging talent can take to start/further their career?
Seek out work experience opportunities in the industry and be a sponge. There is so much to learn. Immersing yourself in the industry will set you in good steed.
What kept you going when you felt like giving up?
The support of great family and great friends.
Do you believe that ‘making it’ is about luck and being in the right place at the right time?
Absolutely. It’s a combination of talent, timing and tenacity.