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Sneakers worn with everything.
Off-duty military khaki,
shirting, epaulettes, brass buttons,
Colours navy, bordeaux,
caramels, khakis, rusts
Dramatic sleeves, feminine
fluted tops and dresses, or crisp
Luxe loungewear silk satins,
bedroom slips under coats, robe
silhouettes and intimates.
Longline coats sweeping
How long have you been representing
I’ve been in brand management for 10 years –
previously with import labels nationally, and
now for several years with Jett Agency, based
here in Perth.
What style/aesthetic works well in Perth?
We certainly have the ‘off-duty’ look perfected
in Perth. Our personal style definitely reflects
our casual lifestyle. Whether this is soft, feminine
dresses or denim, pared back, with the perfect
basics and sneakers. When we dress up, we do it
well, with subtle, tasteful style.
Have you seen a big shift over the years with
regards to what people/stores are after?
Yes and no. There has been a huge shift in
consumer demand as a whole with the social
media movement, like Instagram, blogs and so
on. Naturally, the demand for those with an
impressive online presence is high! However, this
side of the industry moves at a rapid pace, it can
be hard to keep up – hot one season and onto
something new the next. On the other side,
we have our ‘long-term love affairs’, which
are brands that we are always willing to invest
in because they do it right, every season. We’ve
become loyal to them, as agents, stores and
consumers. With that, we’re willing to invest
a little more for the longer wardrobe life. There’s
definitely a strong following for ‘hero’ Australian
designers – they just know how to translate our
lifestyle into their collections. We trust them and
so we support them.
Do you believe that trends still exist?
Yes, most definitely. If anything, they are more
apparent on the streets. I think its hard these
IT’S A BIG RESPONSIBILITY BEING IN CHARGE OF THE BRANDS THAT SIT
IN BOUTIQUES THROUGHOUT WA. SCOOP TALKS TO CO-OWNER AND
SALES DIRECTOR BREANNA SMITH OF JETT AGENCY, ABOUT THE LOCAL
SCENE, WHERE IT’S HEADING, AND HOW IT’S CHANGED OVER THE YEARS.
days to ignore trend-based fashion because it’s
everywhere; at the click of a finger, online, on
blogs, in the boutiques, chain stores, social media.
It can be overwhelming. I think there has been
a shift alongside this ease of trend access, where
consumers are now buying into a ’style’ potentially
more than a specific ’trend’. Essentially, we can buy
the complete look.
What are some of the brands you represent?
At Jett Agency, we represent a high-profile
portfolio of local, national and international brands
including; Camilla and Marc, I Love Mr Mittens,
Rails, P.E Nation, The Mode Collective, Nobody
Denim, Shona Joy, Thurley, Acler, TY-LR, Baum
Und Pferdgarten (Copenhagen), One Fell Swoop,
Superga, Love Stories Intimates, Elizabeth & James
eyewear... to name a few.
How do you go about selecting these brands?
Jett Agency is over 20 years old, so many of our
labels have been long-term clients. We like to
ensure we are working with brands that promote
market longevity, hero names in the industry.
The market moves so quickly these days its nice to
represent brands that hold a secure place in the
industry, and this takes time, establishing a loyal
following... It’s a slow and organic process. In
terms of taking on new clients within our portfolio,
my business partner Nat and I really look for
labels that will offer something new to the industry,
or something that’s lacking. Brand identity is
a key factor, too. Labels really need to have the
full picture – strong design aesthetic, brand
identity, identifiable target market, social media
presence, PR/marketing backing – all these
aspects complete the picture of a brand that will
successfully attract their market.
shall we expect in
Elevated Bohemian fur coats
over printed maxi dresses with felt
hats – think Chloe as your muse.
fading and fraying, and
The fashion agent
Camilla and Marc.
Nobody Denim, Cult Skinny Ankle.
Shona Joy is one
of the brands
represented by Jett
Agency and Breanna
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