Designer Q&A: Zoe Sernack of Zoemou

Today we chat to Zoe Sernack, the artist behind the gorgeous accessories label, Zoemou. With over 10 years experinece as a buyer and designer of accessories, in 2005 Zoe launched her own label, inspired by art noveau designers from the 1920′s, Zoemou, whose gorgeous statement pieces have been a hit.

How did you come to start Zoemou the Label?

I had just finished my fine arts degree and started a job as an accessory buyer for stores in Newtown, Bondi and Paddington. I soon realized I could make accessories myself, and sell them in the stores…then while living in Bondi, a girlfriend and I decided to collaborate, she was working as the beauty editor at Vogue, and wanted to get into styling, and I really wanted to start a label, so Catch and Kiss, was established, and we got instant success! We did 3 fashion shows at Fashion Week, for designers like Marnie Skillings, Nookie etc and I felt really excited about further possibilities! I decided to start up Zoemou on my own, (which is my nickname, and also translates to “My Life”)

What inspires your designs?

Mainly art movements, like art nouveau and baroque…but also ethnic patterns you see when travelling. I love movement and structure of different designs.

What is your professional background?

I studied Fine Arts at National Art School, and further design relates courses, and also have loads of retail experience both behind the counter and in front of it!! I also have 2 accessory labels on my own and designed accessories for stores.

How do you find inspiration before you design a collection?

I travel if I can! And I look through past art books, research ethnic groups, creative women in civilizations and sometimes tribes. Some African women, or Moroccan women, for example, do the most beautiful handicrafts that can inspire a new collection

What is a normal day for you as a designer?

Going through my emails, talking with my publicist, putting together orders my sales agents have sent me, talking to the sales agent on stores feedback, talking to stores nationally, finalising new designs, perfecting them to my eye, picking up samples, reworking them again, walking my dog olive, checking on sales on my online store, putting a timetable together when new ranges are due…No one day is ever really the same which is great!

What advice would you give aspiring designers?

Just do it! Don’t be afraid, it is better to have known than not at all! The more young creative talent there is in this country the better! We need to really encourage young designers, so Australia is known for its creative talent, not just as a sporting nation!

I would also say to the aspiring designers, do work experience with designers, it will really help you find where you want to be. It will introduce you to an environment that can be really hard to get into.

Which aspect of your work gives you the most pleasure?

The excitement of knowing my designs are finished and waiting for the first samples. I love when the sample range comes back even better than I imagined.I also love walking past a stranger in the street to see she is wearing a piece of mine…nothing thrills me more!

Is there someone in particular you would love to see one of your designs on, if the opportunity ever presented itself?

Wow there are quite a few really -  Cate Blanchett, Chloe Sevingy, Sofia Coppola, Scarlet Johanssan, Penelope Cruz… really any strong feminine woman who is confident yet also carefree.

What’s next for Zoemou?

I am translating new Zoemou designs into sterling silver, and also working with bone, and the big thing is Zoemou will soon be a limited clothing line!

Want more Zoemou? Visit www.zoemou.com to see collections and shop online! (NSO Note: there is also quite a few fabulous bargains to be had in the Zoemou online store at the moment!)