I asked Edwina a few questions:
How did you get started in your career and what does 'Strummer' mean?
After completing a business degree at UTS, I went on to study fashion at Ultimo Tafe. After studies I worked for a Sydney based label for a year and a half. I then tried my hand at styling for a little while.
Strummer was born in 2008 and I continued with the odd styling job whilst also growing the label until it became a full time affair.
Strummer doesn’t mean anything as such – I chose the name because there is a nice rhythm to the word and when I say it I feel the way the clothes also make me feel.
What inspires you and your collections?
I find inspiration everywhere.... from the streets to the web, magazines, movies, books. I love people watching and seeing what styles are moving by especially around Redfern where I am based – I see some really quirky and individual looks. I also go to the library and look through loads of books depending on my main inspiration theme for the season.
We shot the campaign 126km north of Sydney at Freeman's Waterhole Caravan Park where the residents are primarily permanent tenants.
I was inspired by a more simplistic way of life and really wanted to capture the personality of the location whereby possessions are fewer and the surrounding community live together with a village mentality; all sharing the one big front lawn.
♥ Visit Strummer
♥ Photography of studio No Chemistry
PS. If you would like to see a video to accompany this post, visit ish and chi on facebook and if you have a creative space you would like to share, please contact me. I would love to hear from you.