In the studio with Moira Hughes
“It has been a wild year but love will always be there. ”
How would you describe your label in just three words?
“Elegant. Timeless. Unique.”
You aren’t originally from Australia, what inspired you to start your own label, and why Australia?
I went to fashion school in London and my family is in Ireland so I spent a lot of time between the two. Working for some of the best designers opened up so many doors to suppliers that are not usually available in Australia which is great! I met my husband in Perth on a semester exchange and after a long distance relationship we set up our home in Sydney and never looked back!
“I love to see brides trying on designs and customising it to suit their style and personality, it is so inspiring.”
Like myself, and so many other women in business you have kids! How do you manage to balance being a Mum with an ever-evolving label?
My Son has just turned one so it has been a big year! I’m so fortunate to have a strong, close team to ensure everything stays running smoothly. It has made me more efficient than I ever thought possible. When I am with my family I am present and when I am at work I’m entirely dedicated. That approach works really well for us.
What part of your week do you really love sinking your teeth into? Are there any parts of your work that you dread?
There are so many great aspects of running my business! I love to see brides trying on designs and customising it to suit their style and personality, it is so inspiring. New collections are always fun and the buzz of creation in the workroom are all be favourite aspects.
There are no aspects that I dread other than accounting and taxes etc, it sucks the romance out of all the fun but an important part too!
What are your favourite fabrics to work with?
It changes all the time! At the moment I am loving the smoky layers you can create with different shades of tulle and the incredible structure it creates when sculpted in a bodice. Tulle is the ultimate bridal fabric and it is so special to really feel like a bride on your big day.
How do you love to design? Does it start with a fabric, or a sketch or a muse, or something else?
All of the above. Inspiration flows throughout the year, it can be an incredible fabric or a special design for a bride. I keep a sketchbook next to my bed as often designs will surface just as I’m waking up. Sometimes they are not quite fully formed but then we will find the perfect fabric and it all comes together. I imagine it is a lot like creating music. It gives you such a high.
What sort of fabric trends do you see coming in 2021 and beyond?
2021 will be an interesting year – who knows! Many of my brides couldn’t wait to marry and wear their gown so they are rewearing it next year in a big reception full of loved ones and without the pressure that can sometimes come with a ceremony. They are looking for ways to transform gowns from winter to summer or to fit different locations. I love the idea of styling your gown and being able to wear her again.
“Roll up your sleeves! Couture is something that needs to be felt and experienced, books and computers can’t give you the eye, and the feel, needed to elevate designs.”
Your latest collection “Pearla” is gorgeous! Can you tell us more about this range, and what makes it so beautiful to wear?
Thank you, I had so much fun creating the collection. It is inspired by the way a Pearl feels on your skin, the lustre of its surface and the femininity it radiates. That is what I want for my brides. This collection has been stripped back to only the finest of details, leaving the focus on the incredible fabrics, the cut of the design and the figure sculpted within. It has been one of our most popular collections to date.
Can you share with us some of the incredible highlights of your career so far? What has made you really say WOW!?
Moving into our incredible Woollahra boutique last year was a big moment. We have three times the space and have already managed to fill it all. Being close to the workroom has been so inspiring for those last minute waves of designing. New York Bridal Week was another, seeing my gowns in stores across Ireland and America as well as Perth has been a career highlight. Those are the two most recent!
“Covid may test the shape of a wedding, but couples will always want to marry, in whatever form that takes.”
As we’re writing this we are in the middle of the global COVID19 Pandemic. How has this affected your label, and what changes do you sense coming to the industry in 2021 as a result of the year that we have had?
It has been a wild year but love will always be there. Weddings are happening but in different forms. We have worked with brides who have changed dates and venues. Many of our brides are having intimate ceremonies now and are planning a big reception next year when things look different. We created a collection of occasion dresses available online for casual ceremonies and veils can be found on our e-boutique for brides that couldn’t travel to us. Zoom appointments are happening from all around the globe, covid may test the shape of a wedding, but couples will always want to marry, in whatever form that takes.
For all of the young designers and fashion students reading this and looking up to you, what pointers can you share for them?
Do everything you can to work in the industry for people you admire. You can’t beat learning by osmosis and it will give you a genuine understanding of how fashion works. Roll up your sleeves! Couture is something that needs to be felt and experienced, books and computers can’t give you the eye, and the feel, needed to elevate designs.
What do you do to wind down after a busy week?
After a busy week my husband and I like to sit together in the garden with a glass of wine and just look at the stars or take in the quiet. Usually our great dane, Scout, will lay with as much of her touching us as possible. That and kick off my heels.
Connect with Moira
Want to find out more about the incredible Moira Hughes?
Follow her on instagram @moirahughescouture
Or head to her website moirahughes.com.au