Not many designers debut their launch collection at New York Fashion Week. In 2019, House of Campbell’s creative director, Abby Potter, did just that.
House of Campbell has been in growth mode ever since, appearing digitally at Australian Fashion Week during COVID, releasing a second collection, Reverie, and featuring in British Vogue three times this year alone. We caught up with Abby to talk modern femininity, escapism in fashion and how her grandmother inspired her to create her label.
House of Campbell celebrates modern femininity. Why is this important?
My family is very female dominant and there are a lot of strong forces around me. They helped me embrace what I think modern femininity is and what it means to me – being a strong woman and having opinions while having fun with fashion and enjoying it.
What was the inspiration behind your latest collection, Reverie?
Reverie means to daydream; the collection is inspired by the beginning of the pandemic when I was turning to movies like Marie Antoinette and old Australian Ballet recordings for escapism.
What was the inspiration behind your latest collection, Reverie?
Reverie means to daydream; the collection is inspired by the beginning of the pandemic when I was turning to movies like Marie Antoinette and old Australian Ballet recordings for escapism.
Do you think fashion is tied to an element of escapism?
I think so. We’ve seen it throughout history – look at the 1920s, when women started wearing straight silhouettes and cutting their hair. They were trying to bring a masculine edge into fashion and reflect the environment at the time.
House of Campbell is a tribute to your grandmother, Annie Campbell. How has she inspired your label?
My grandma is one of my best friends. It was really difficult for her when she moved here from post-war Glasgow. A neighbour gifted her a Singer sewing machine and it became her outlet. She taught me to sew and to focus on what I love.
House of Campbell at Melbourne Fashion Week 2023. Image Carlos: Mangubat.House of Campbell Reveriecollection. Image: Sebastian Paynter.House of Campbell at Melbourne Fashion Week 2023. Image: Carlos Mangubat.
You’re about to jet off to Paris –tell us about that.
We got invited to the official partnering trade show of Paris Fashion Week –only 150 designers are invited globally! The trade show is an opportunity to have garments on display and to coordinate meetings with buyers from international department stores like Selfridges and Bergdorf.
That’s exciting! And when can we expect your next collection?
We’re planning to launch certain pieces of the next collection this October. You’ll see power suits with a feminine edge in rich velvets and beautiful textiles that are a little bit more elaborate.
Quick Fire Questions
Your fashion muse: Coco Channel. She was so innovative and completely changed fashion.
The song that soundtracks your life: Anything Spice Girls.
Favourite item in your wardrobe: The Andie jacket from my first collection.
Your top three dinner party guests: Alexander McQueen, Edwina McCann, Emma Watson.
Your go-to scent: Maison Margiela Replica – Under the Lemon Tree.
The fashion set were out in force on Saturday night at ADL Fashion Week’s night of nights, The Art of Fashion, held at The Art Gallery of South Australia.
ADL Fashion Week is right around the corner, with the city set to transform into a vibrant fashion hub for four days this October 6-9. From live stylist sessions to catwalks, fashion-focused degustations and incredible shopping offers, there’s an array of events, activations and deals to explore at Adelaide’s biggest shopping weekend.
We’ve rounded up some of the best offers, pop-ups and activations spanning Rundle Mall and Rundle Street so you can see, shop and play along the busy strip.
Rundle Mall Pop-Ups
Explore the fabric of the city and the South Australian fashion scene with a curation of immersive and interactive popping-up during the four-day event. Live DJs will be along the city strip, soundtracking your fashion-filled afternoon.
R.M Williams Hut
A travelling workshop tributing the fashion legacy of R.M Williams and the craftspeople behind the beloved brand will be setting up in front of Sportscraft across the weekend.
October 7 – 11am to 8pm October 8 – 10am to 5pm October 9 – 11am to 5pm
Catwalk Course by Spendless
Who doesn’t love a cheeky game of mini golf? Putt-putt in style at Spendless this weekend and potentially win a gift card to spend at the shoe store. Spendless is located in James Place.
October 6 – 9am to 5pm October 7 – 9am to 9pm October 8 – 9am to 5pm
The Wolf Gang
Loved local label The Wolf Gang is offering exclusive offers, personal styling tips and a gift with purchase this weekend to fashion lovers. Meet The Wolf Gang’s Founder and Creative Director while perusing the colourful clothes in-store at Stephens Place.
October 7 – 9am to 9pm October 8 – 9am to 5pm October 9 – 11am to 5pm
Lobster & Co
The famed Lobster & Co pop-up restaurant is making its way to Adelaide’s CBD, serving lobster rolls and tipples of bubbles to guests of the airstream-style caravan. Indulge a little this weekend and visit the vintage van parked outside Gawler Place Canopy.
October 7 – 12pm to 9pm October 8 – 12pm to 5pm October 9 – 12pm to 5pm
Rundle Street Up Late
Rundle Street Up Late (free) is the chance for shoppers to stay up fashionably late and explore the East End’s growing designer offerings. The Up Late After Party will follow, keeping late-night fashion lovers entertained as AFW weekend kicks off. Iconic South Australian winery, Bird in Hand, partners perfectly with the premium retail offering stretching Rundle Street.
Kicking off at 4pm, retailers such as VIKTORIA AND WOODS, Aje., SUBTYPE, Carla Zampatti and Daisy Says will be serving Bird in Hand Sparkling in-store whilst shoppers enjoy bespoke fashion experiences and exclusive shopping offers such as:
Daisy Says: Peruse the latest spring collection with 30% off storewide and meet the designers all while enjoying bubbles, beats and some fun surprises.
Leonard Street: See the new Spring 2022 collection with a complimentary glass of bubbles, Instagram moments and the chance to win a $500 voucher, as well as personalised styling sessions in-store.
Off Duty Store: Hosted by fashion stylist Lauren Dilena, enjoy a complimentary night of fashion, fun, sparkling and styling tips focused on elevating your everyday wardrobe. Special guest, Jacquie Arnold, designer & founder of Adelaide jewellery brand We Are Ever will be in-store also.
With every attendee going in the draw to win a $1,000 Off Duty Wardrobe, and the first 50 through the door will receive a gift bag.
The Style Capsule: Bubbles will be served while customers shop and view live mannequins in the windows featuring new spring summer designs.
Crowne Plaza will host the official afterparty from 6:00pm; welcoming guests with a complimentary Bird in Hand beverage on arrival. The pool deck will set the scene for a night of revelry and good beats and the perfect end to a day of shopping.
Rundle Mall Activations
Myer Centre Giftorium
Spend over $150 in the Myer Centre and receive a free gift bag on October 7 and 8 between 11am and 3pm. The goodie bags are filled with lovely surprises, including MAC lipsticks, MECCA facemasks, LUSH bath bombs and a gift card to use in the centre. Collect your gift bag from the Giftorium when you show the staff proof of purchase.
Rundle Mall Plaza
Shop the sales at Rundle Mall Plaza, with some of the best stores in the CBD hosting epic deals across the weekend. Travel to Level One of the Plaza, snap a photo in front of the fabulous fashion wall with your new, shiny purchases and go in the draw to win a $100 Rundle Mall Plaza fashion voucher. All entries must tag @rundlemallplaza.
Rundle Place
Some of SA’s leading fashion stylists – Lauren Dilena, Zena Najar and Michelle Beltrame – are giving Rundle Place fashion lovers tips and tricks to elevate individual personal style during one-on-one styling sessions this weekend. Each session costs $30 and is worth more than $200! Book Now.
Myer Centre
Fresh beats and fruity mocktails will be at Myer Adelaide this Friday and Saturday. Listen to live DJs set up in the shopping centre and sip on a complimentary mocktail between 5pm and 8pm on October 7 and 12pm and 3pm on October 8.
Fashion Suite
Meet local designers and visit some of your fashion favourites at the AFW Fashion Suite’s at Stephens Place and near Lovisa. The activation is the chance for fashion-lovers to immerse themselves in the vibrancy and diversity of SA’s industry, with the opportunity to chat with, meet and learn from designers, models and more.
Fashion Suite 1: Stephens Place
Friday October 7
Gerard McCabe: Design jewellery and learn about creating bespoke pieces from the Design Director at Gerard McCabe. Discuss your favourite trends while they do a live-demonstration design of your dream piece. Katya Komarova: Learn how to build a bag with leading accessory designer Katya Komarova and customise your own unique bag design. Nowa The Label: See a live photoshoot for Nowa The Label, shop their latest styles and collect a gift card to use in-store at Nowa The Label in James Place.
Saturday October 8
Gallery 33: See and shop an array of accessories featuring Aboriginal Art from artists across the country. L’Occitane: Visit the pop-up store and indulge in a personalised skin consultation and hand spa service. Nowa The Label: See a live photoshoot for Nowa The Label, shop their latest styles and collect a gift card to use in-store at Nowa The Label in James Place.
Sunday October 9
Orchard Bookshop: Peruse the latest novels and fashion-focused books at the pop-up Orchard Bookshop Fashion Suite and receive a discount to spend in-store.
Fashion Suite 2: Near Lovisa
Friday October 7
Es Una: Summer is almost here, and to help us beat the rays, Es Una has made a line of UPF50+ fashion. Shop the range of tops, bottoms and dresses ready-to-wear over bathers at the Es Una pop-up. MJ Bale Menswear: Receive 20 percent off your shopping and enter the chance to win a Blue Label suit or a gift box. KU Arts: Shop and see the array of modern sportswear and bush skirts. Sustainable Clothing Co: Find pre-loved and vintage fashion from the 80s, 90s and Y2K, as well as other SA-made labels and accessories at the Sustainable Clothing Co Fashion Suite.
Saturday October 8
Serafina Boutique: Discover how to express your individual style with an express stylist session with Bec Lenthall. Derma Department: Receive a $20 discount to use in-store, meet local designers and peruse the latest best-selling fashion. Daisy Says: Meet the designers behind beloved SA brand Daisy Says, shop the latest fashion and homewares and enter the chance to win a $100 gift card to use in-store.
Sunday October 9
Katya Komarova: Learn how to build a bag with leading accessory designer Katya Komarova and customise your own unique bag design. Daisy Says: Meet the designers behind beloved SA brand Daisy Says, shop the latest fashion and homewares and enter the chance to win a $100 gift card to use in-store.
Stay in the loop with the latest ADL Fashion Week news online here. Follow ADL Fashion Week on Instagram here.
ADL Fashion Week kicks off this spring, celebrating South Australia’s fashion industry across a four-day, jam-packed program. The inaugural event, taking place in the Adelaide CBD this October 6-9, shines a light on local talent while providing a place for creatives and shoppers to enjoy the diversity of SA’s fashion scene.
The new festival has a curated line-up of events, in-store experiences, and incredible shopping offers. Here’s the South Australian Style guide to the hottest events at ADL Fashion Week:
ADL Fashion Week Launch Lunch | October 6
Celebrate the launch of ADL Fashion Week with a long lunch at Fishbank this October 6. The afternoon features a curated program of live entertainment, bespoke fashion moments and a portrait pop-up station. Enjoy freshly-shucked oysters on arrival before the exclusive launch party unfolds. Tickets cost $150, with the lunch starting at midday.
90 Years of R.M Williams: A Life’s Journey | October 6
Celebrate nine decades of the iconic South Australian brand R.M Williams at an exclusive evening this October 6. Enjoy a five-course dinner at Sôl Rooftop, paired perfectly with Penfolds wine, and learn about the R.M Williams legacy in an intimate Q+A with Head of Product Development Scott Faulder. Tickets cost $250, with the event starting at 6:30pm.
Some of South Australia’s leading fashion stylists – Lauren Dilena, Zena Najar and Michelle Beltrame – are collaborating to give fashion lovers insider tips and tricks to elevate your personal style in a one-on-one 90-minute styling session this ADL Fashion Week. Unfolding in Rundle Place, enjoy a private consultation with one of the stylists, outline your wardrobe goals, and hit the shops at the premier fashion destination. Each session costs only $30 to book and is valued at $250. There’s never been a better time to refresh your wardrobe than during Adelaide’s biggest shopping event!
South Australia’s fashion landscape is home to dozens of diverse designers, creatives and industry experts. Raise a glass to those marking a mark in the fashion world at the ADL Fashion Week event, The Art of Fashion. Hosted at the Art Gallery of South Australia, enjoy an exclusive showcase from some of the state’s most loved designers, drinks and dancing under the stars. Designers include Paolo Sebastian, couture+love+madness and Acler. Tickets cost $150.
The Style Capsule – Style at Sea Launch Lunch | October 8
Join The Style Capsule at the launch of their spring/summer range ‘Style at Sea’ with a long lunch hosted at Yiasou George this October 8. See a showcase of the latest Valente The Label collection – designed by Lisa Ranieri – and an interactive styling session with Adelaide’s own Lauren Dilena. Then, enjoy a three-course menu of Mediterranean-inspired dishes prepared by Yiasou George and a goodie bag. Tickets cost $85, with the event starting at midday.
Adelaide Film Festival Presents: Fashion Reimagined | October 9
The Adelaide Film Festival coincides with ADL Fashion Week, with Palace Nova Cinemas in the east end hosting an exclusive event and Q+A for the South Australian premiere of Fashion Reimagined. The documentary follows British fashion designer Amy Powney (Mother of Pearl) and her journey in creating a sustainable collection from “field to finished garment”, transforming the way we understand fashion.
After the film, enjoy a live Q+A discussion panel with the designers behind local, sustainable labels autark (Sophia McMahon) and Sunset Lover (Melanie Flintoft) to talk about the future of South Australia’s slow fashion scene. Tickets cost $25, with the pre-screening red carpet starting at 3:30pm.
Fashion Illustration Workshop at Fashion Est | October 9
Learn from leading fashion illustration artist and the ever-fabulous Petar Prodanvoić in a workshop session hosted at North Adelaide’s new boutique, Fashion Est. Prodanvoić is renowned for his detailed drawings of the latest fashion, design and accessories – and guests of the event will be carefully guided by him as they transform one of his blank illustrations. Enjoy a morning of fashion and fun, drawing, a complimentary brunch and sparking wine for $99. No drawing skills required!
A European high tea will charm ADL Festival Week attendees in one of the city’s premier shopping destinations, Adelaide Arcade. The high tea, to be presented by the new tearoom Cielo, will showcase local produce and fashion. There’ll be a showcase by Alexandra Lingerie and a fashion moment by Keepsake the Label, with the high tea including scones, canapes, cheeses, tea and Howards Vineyard sparkling wine. Tickets cost $95.
The inaugural ADL Fashion Week (AFW) programme has launched! Across four days, Adelaide will celebrate SA’s ever-growing, talented fashion scene with events stretching the CBD from October 6-9.
The newest annual festival, delivered by the Adelaide Economic Development Agency (AEDA), will feature a curated program of events that’ll place a spotlight on South Australian fashion as we move into the spring/summer season.
Rundle Mall, and various other locations, will come alive as Adelaide transforms into a city-wide party for local shoppers, designers and fashion labels. Home to some of the biggest brands, Rundle Mall is expected to act as the main hub of activity during the festival, with entertainment, free experiences and events for city-goers.
From homegrown designers to some of the world’s most iconic brands, shoppers can discover the latest looks at AFW events and take advantage of some of the best from city stores as part of the year’s biggest shopping event.
Kicking off October 6, the Thursday launch event will be a ticketed lunch at Fishbank. Bespoke fashion moments and a live showcase will unfold, with key SA designers heading up the afternoon.
To celebrate 90 years of iconic South Australian brand R.M.Williams, Sôl Rooftop at SkyCity will host an intimate dinner with an exclusive Q&A with R.M.Williams Head of Product Development and TAFE SA alum Scott Faulder.
“It’s great to see fashion celebrated in the city once again,” says Faulder. “R.M.Williams is a homegrown, internationally recognised brand, and I look forward to sharing industry insights over an intimate dinner at Sôl Rooftop.”
On Saturday, partake in an immersive workshop with new North Adelaide store Fashion Est and the South Australian Industry Association (SAFIA) or visit the Art Gallery of South Australia for the inaugural SA Designer Showcase: The Art of Fashion. The highly-anticipated evening event will celebrate emerging, ready-to-wear, and haute couture designers.
Other key events include Rundle Street Up Late on Friday and collaboration with this year’s Adelaide Film Festival. The film festival will showcase the South Australian premiere of Fashion Reimagined at Palace Nova, with a Q+A panel featuring Melanie Flintoft (Sunset Lover) and Sophia McMahon (autark).
AFW will celebrate fashion as a creative expression, a thriving retail sector, and a key economic contributor, developed in collaboration with industry experts across the fashion sector.
Tickets go on sale from September 5 at 9am for the two launch events (October 6), with more events to be announced shortly.
With so much anticipation around the event, tickets are expected to go quickly so fashion lovers are encouraged to get in early!
