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The Weekend Neos Kosmos : 14 January 2017
DIGITAL.NEOSKOSMOS.COM THE WEEKEND NEOS KOSMOS | SATURDAY 14 JANUARY 2017 17 FASHION comparing feedback in order to tick as many boxes as possible. “Comfort and shape is super important,” she emphasises, explaining that it’s only natural some styles suit some bodies better than others. Her goal is to have varying styles that cater to all those body types, drawing on inspiration from everyday life. “We need to feel comfortable, but stylish, too,” she says. Looking cool is a basic part of the equation, but Baaby’s bold and sometimes outlandish vintage styles guarantee that. Amelia’s vision comes straight from the 1980s and the natural looking bodies of the swimsuit models illustrated in the leading magazines of the time. Her collections hero bright prints and baby pastels, like fairy floss pink. She designs all the patterns herself, yet to satisfy lovers of the classics, she also makes every season’s styles in plain black. “Baaby swimwear is classic yet playful. I get ideas every day from people I meet, fashions I see on the street, places, blogs, books, TV, magazines, art. Most of the time you won’t be looking for it and you see something and it’s a trigger,” she enthuses. Greece is also an endless source of inspiration to which she returns every chance she gets. With a background from Sparta and Kalamata, Amelia knows what living on a beach means. Her next goal is to see Baaby stocked worldwide, while venturing into menswear and selective clothing items for women. “In the future, I want Baaby to be recognised as an ethical label,” she says. “There is so much fast fashion out there that we are tempted by because of the price point. But if something is that cheap, you have to ask yourself why. Generally it will come down to the conditions that it has been manufactured and the quality of materials used. I want Baaby to always be known for its excellent quality and longevity.” If you wish to find out more go to www.baaby.com.au Baaby designer Amelia Mercoulia in Greece.
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