The success of local fashion designer Imogen Sky Lane is growing rapidly, thanks to her unique, high-quality swimwear designs that feature a 1950s’ vintage influence. Jessica Orreal meets the 21-year-old designer and finds out what it’s like to run a fashion label at such a young age.
Imagine designing your own swimwear label, premiering your line at a fashion show, having your label picked up and stocked by several stores, and then seeing your designs feature in numerous magazines, all by the age of 21.
That’s life for up-and-coming fashion designer Imogen Sky Lane.
Lane is the creative genius and budding entrepreneur behind the swimwear label Immy Swimwear.
She says the label is all about “effortless glamour for a relaxed beach lifestyle”.
The swimwear has already featured in the Sunshine Coast Daily and Profile magazine, on the runway in the Sunshine Coast’s Ethereal Runway Fashion Parade, and in store at Gypsy Stone boutique.
Lane’s passion and commitment to her craft make her creations truly unique.
Each piece is designed and sewn by Lane herself, making the swimsuits extremely durable, guaranteed and limited editions.
“I personally sew each and every one of the swimsuits regardless of how long it may take me,” Lane says.
“Some may take just a few hours, where others may take a whole day.
“It really depends on the complexity of the design.”
Lane’s contribution to her product doesn’t end there.
She is also actively involved in the selection and testing of the fabric.
“I ensure the fabric goes through a lot of testing before it is selected,” she says.
“While I want my designs to be regarded as fashion statements, it is also important that they are durable and are of a high quality.”
Lane says her designs, which are transferred on to fabric using the latest ink-jet digital printing technology, draw inspiration from “all things feminine”.
“My designs are very influenced by 50s’ vintage glamour and all things feminine, such as flowers, frills and lace.”
One person who has noted the potential of Imogen Lane and her brand is Lizz Pennings, owner of the Gypsy Stone boutique in Mooloolaba.
As an Immy Swimwear stockist, Pennings is well acquainted with the talented designer’s handiwork.
“I was attracted to Imogen’s pieces because of their individuality and uniqueness,” Pennings said.
“Imogen is not one to follow fads and trends, and you can see her swimsuits embody that.”
Pennings says everyone who buys an Immy Swimwear piece from her store also receives a handful of business cards.
“I can guarantee once they show their friends and family, everyone will be asking, ‘Where did you get that from?’”
Immy Swimwear is also designed to complement individual style and caters for this by creating custom made swimsuits.
Imogen’s current line of swimwear, featured in store at Gypsy Stone boutique and online from Lush Wardrobe http://www.lushwardrobe.com/localdesigners/immy/, can be purchased for between $129.95 and $149.95.
Custom order prices vary depending on the complexity of the design.
Imogen Lane can also be emailed for custom order price estimates at iloveimmy@hotmail.com.