We’re still reeling from AAFW 2022. After two years of on and off lockdowns, it hardly feels real that we were able to experience such a colourful week-long event with complete freedom and joy.
One of my favourite shows I attended was RUMER. The earthy vibe of the runway, orange lighting and projections that mimicked the Outback, the sultry music, gorgeous accessories from Aidan the Brand and design after design that I couldn’t wait to wear; it was all simply intoxicating.
I decided to chat to designer and creative mind behind RUMER, Nikita Sernack about her vision for the brand and her first experience at Afterpay Australian Fashion Week.
POPSUGAR Australia: First, can you tell us a little bit of background about you and your brand, RUMER?
Nikita Sernack: I launched my first brand, Nookie, over 15 years ago and I am so proud that it is such a mainstay in the event wear, formal and party space. It continues to champion Australian-made glamour around the globe. Growing a self-funded company hasn’t been without its challenges, but we have a very healthy business with extremely strong partnerships with US retailers, such as Revolve and Bloomingdales, and a thriving online presence.
While Nookie speaks to the special event market, RUMER focuses on considered and elevated day wear. We launched in 2021 — while the world seemed to stand still with COVID, it presented a rare opportunity where I was able to reflect, explore and enable seeds of inspiration to grow. The idea had been brewing for a while, and the last two years allowed it to finally become a reality. It has been an incredible launch with major international stockists, such as Shopbop, Saks Fifth Avenue, Intermix and Nordstrom adding RUMER to their brand staples.
What were you most excited about for AAFW 22? Was it a dream come true?
This year, we presented a collection entitled “Journey”. It was inspired by the rich and expansive Australian Outback with its iconic red dirt roads, unique flora and beautiful earthy tones. It’s an homage to our roots, our Australian-ness. I was the most excited about the coming together of passionate creative teams and seeing it all come to life on the runway…certainly another beautiful step of the journey.
What goes into preparing for an AAFW show? Did you feel any pressure as an emerging designer to really ‘bring it’?
There’s always pressure, but after such a great response to our debut showing and securing key accounts from the first collection, the team and I have a “do it with joy” mantra that is very useful in the thick of it!! From fittings and castings, to styling and set design; a huge amount of time and preparation goes into a presenting for 20 minutes on the runway! It’s a totally thrilling process and we love it.
How would you describe the style of a RUMER woman?
The RUMER woman is sophisticated, effortless, earthy and alluring….she’s a breath of fresh air.
How important is sustainability to you?
RUMER is 100% designed and produced on Australian shores with a commitment to quality and sustainability. We are considered with our designs, our packaging and our production and have a dedication to using quality natural fabrics and sourcing recycled fibres, and want to create pieces that last and are treasured.
How do you want people to define your brand?
We want the brand defined by the beautiful silhouettes, fabrications, quality and fits that women love to wear and feel powerfully feminine in.
