Designer Emma Mulholland: Australia, 1990s and beaches

Emma Mulholland was born in Australia and for a long time believed that her vocation was to be a nurse and help sick people. She had no thought about a career in the fashion industry. She began studying at the TAFE Sydney Institute of Fashion, following the advice of her buddies. The first year of study for the girl was not successful: almost all the disciplines were given to her with difficulty. According to the designer, the institute was given basic knowledge, and she had a hard time when she began to work on her own clothing line. “It’s not to say that teachers taught us how to manage our own brand. They didn’t even try to do that,” Mulholland said in an interview with Dazed Digital.

In 2011, Emma becomes one of four participants in the TAFE New Innovators Show - a program that represented graduates of the institute at Rosemount Fashion Week. According to the girl, when creating her graduation collection, she was inspired by the rave culture, the nineties and Pacific colors. So, in the first Mulholland collection there are a lot of clothes of acidic shades and accessories in the form of shells, dolphins and crabs.

Two years after Emma was noticed at Rosemount Fashion Week, she made a capsule collection for The Grand Social online store and made a short film Bad As I Guana Be, and also added men's clothes to her collections. At the recent Mercedes-Benz Fashion Week Australia, Mulholland presented her fifth collection. Retro graphic art from the eighties, sportswear and paraphernalia of beach culture - all this can be found in the latest collection of the designer. “I lived in the small surfing town of Ulladulla, and for the winter holidays my family and I flew to Canada where we skied. These childhood memories somehow materialized in my collection,” Emma says in one of her interviews.

Dazed Digital calls Emma Mulholland one of the most promising young designers in Australia. It is worth noting that at home the girl is quite famous. It is based in Sydney and has already acquired a small staff. Emma Mulholland has grown quite widely: it has eight stores in Australia and one in New York, and also plans to sell in Japan.