Back in Melbourne, I secured a role as a Graphic Textile Designer for Target Womenswear, designing textiles across womenswear clothing categories for mass fabric production.
Featured is one of my textile designs for the Dannii Minogue Petites signature range for Target Australia. The print design is based on a hummingbird motif, silkscreen printed in six colours on viscose for the spring summer collection.
Working in fashion textiles at mass production level, you must maintain creative ways to source trends, imagery, inspiration and keep up to date with fabric innovations.
I rebranded my original textile brand Orchis Morio to OM Label and redesigned the logo. OM Label is the synthesis of the ‘O’ from Orchis and the ‘M’ from Morio, making ‘OM’. I reduced the logo colour’s to black and white, as the neutral OM logo suits paired against a colourful textile, fashion piece, graphic or video.
In 2011, I continued designing fashion and textiles and began launching a series of mini clothing collection’s under my brand name OM Label.
After learning the art of silkscreen printmaking in Glasgow and graduating from Fine Art, I rented a studio space in the Nicholas Building in Melbourne and started my own textile design label called Orchis Morio.
I designed textile print repeats from ink pen drawings and sourced a local manufacturer to silkscreen print the designs onto fabrics. The fabrics were retailed by the metre to local artisans for accessories and homewares products, as well I designed my own homewares products.
Inspired by the art nouveau and Mackintosh architectural nature of the Glasgow cityscape, I designed a logotype for the label. Orchis Morio is the green-winged orchid and was chosen because of the organic and unusual form of the orchid flower. The flower is part of the orchidaceae family and has purple flowers, often located in Europe and the Middle East. The logo motif was drawn based on the flower and the logotype letters were original typeface designs developed in illustrator, referencing the Glasgow style.
From a design perspective it’s important to have a unique brand ethos to begin with, as this can be the blueprint to refine and rebrand later on.