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INTERVIEW: NIQUE

Interview introduction:

Sydney fashion photography studio Good Loco is proud to introduce our interview

series ‘Shooting Stars’; a quick chat with some of Sydney’s best in the industry, who

have been kind enough to pass on some fashion tips for those looking to get some

photos done.

Today we’re fortunate enough to catch up with Nadia who is the Creative Director of

Nique, a minimalist fashion boutique in Newtown, Sydney. The store’s ethos is one

of simplicity of style, versatility of function and a commitment to being ever conscious

of their environmental impact. Pieces are made to be worn every day and in any

guise, from professional to relaxed. The environmentally friendly company are

constantly reviewing their practices, perfecting their offerings and learning more

about their customers.

Questions:

1. Thank you for taking the time to catch up with us at the Sydney fashion

photography studio Good Loco. We’ve touched on a brief introduction, but

could you please tell us a bit more about what you do exactly?

The easy way to sum up what I do is that I am responsible for all visible touch

points of the brand – everything you see. From clothing, accessories to digital

marketing and then campaigns and look book shoots. Making sure that the

Brand Essence is protected and enhanced.

2. When people are looking for a photoshoot outfit, what kind of photo studio

fashion features should they be looking for or taking into consideration?

This depends on what you are shooting – a campaign should sell the dream,

the vision that encapsulates the inspiration behind the collection.

3. You’ve set yourself the impressive goal that by 2022, 95% of your collections

will be made from natural and sustainable fabrics. What are you doing to

achieve this and how can other fashion brands follow?

We all share the belief that we should leave as light a footprint on the planet

as possible with our clothes. We design for longevity, pieces that you fall in

love with and wear on repeat. Fabrics are where we can make a big

difference and using natural fabrics, that can eventually biodegrade, circular

fabrics such as tencels and cupros that use sustainable fibres as well as

recycled fabrics and renewed garments as part of our ‘reNique reNew’

program where we ensure that we keep as many garments out of landfill.

Packaging is also another area that we are making great inroads into avoid

using plastic as much as we possibly can.

4. COVID-19 has and continues to impact businesses across the globe. What

impact has the pandemic had on you and have you done anything to pivot in

the current climate?

The main thing that happened when Covid hit was we fast tracked our ‘digital

first strategy’ – upskilling and training on all areas; becoming agile and able to

adapt to the everchanging challenges that have been thrown at us. We

increased brand comms and grew awareness and our digital customer base.

Customer service was key, and we listened to feedback and implemented

changes such as sizing apps, a dedicated resource which have made a big

difference. We also review all our systems and streamlined them.

5. As Sydney fashion photography studio Good Loco has just launched, we’re

realising the depth of aspiring talent that stretches across our great city. Are

there any emerging fashion brands and / or designers to keep an eye out for?

There is so many talented creatives out there in every field – design, music,

art. I love what Song for the Mute do, art wise I’m really into Orson Heidrich.