Sonya Mefaddi Interview, Creator Of Fashion Palette

Since its inception four years ago Fashion Palette has fast become a well respected platform for showcasing designer talent both in Australia and New York. Founded by Sonya Mefaddi, the event has worked with designers including Maticevski, Bowie, Akira, Arthur Galan, Bettina Liano, Jayson Brunsdon and Nicola Finetti. We had a chat with Sonya to find out more about Fashion Palette, her career and life in general.

First of all, could you explain what Fashion Palette is all about?

Fashion Palette is about the discovery of incredible emerging Australian designers and introducing these labels, alongside some of the countries leading designers, in an annual runway event. This allows our designers to leverage off one another and the format is a success each year. Media, celebrities, buyers, industry and consumers are invited to participate and engage with us, which allows Fashion Palette to be centralized and accessible.

What inspired you to begin Fashion Palette?

I have always been in the creative industry and had a strong appreciation of fashion and design. Between 2004 and 2008 I was working in Circular Quay and I would walk past Fashion Week each year. I felt there was a gap in the market with the cross between consumer and industry major fashion events taking place in Sydney thus I was inspired to create Fashion Palette.

Who or what inspires you in your day to day life?

I construct my life based upon the ideals of Coco Chanel. I have always looked at Coco Chanel for inspiration. She started with nothing but an idea on how she thought women should dress. Many people questioned her simplistic taste but she stuck to her beliefs and built a global empire.

What does style mean to you?

Style is the ultimate expression for who you want to be. Having style doesn’t necessarily mean having the most expensive items. It is about knowing what suits you and your lifestyle and presenting yourself accordingly.

As a woman who struck out on her own in a notoriously competitive industry, do you have any advice for budding entrepreneurs?

As simple as this may seem, the key is to always stick to your beliefs, follow your intuition regardless of what others may think and have a clear vision. You don’t necessarily have to know how you’re going to get there –  you will find you will just attract everything and everyone you need to make it happen. I have always known that my business will benefit the fashion community and even though I could write a book about all the hurdles I’ve gone through, when you’re incredibly passionate and focused about something, you’ll be determined to see it come to life.

What is your take on the online boom? How has it affected your business?

For my business it has been incredibly beneficial – our audience are online users and therefore marketing costs are fairly minimal. It is also great for designers who sell their garments online even through social media as it opens their market to an international audience. However there is no doubt that online shopping, particularly a greater access to international brands, has affected local retail and our Australian designers.

My biggest fashion splurge ever is….?

I can never really say no! My biggest splurge would have to be my mushroom coloured Prada Handbag. LOVE.

What is next for Sonya and Fashion Palette in 2013?

Along with our Sydney and our New York events, we are looking to tap into the Dubai market – which is currently a work in progress. Right now though, I am currently setting up the Fashion Palette Showroom in Surry Hills, Sydney to help Australian designers grow their labels both locally and globally and to work with international brands wanting to make their mark on the Australian fashion industry.

Lastly, if you could have breakfast with anyone, alive or dead, who would it be and why?

Alexander McQueen, Oprah Winfrey and Audrey – of course! Three inspirational identities.