Friday, 27 April 2012

Designer Spotlight: Suboo

Ahead of their SS2012/13 ready-to-wear and swimwear collections, The Fashion Patriot wanted to get to know the brains behind one of Australia's leading swimwear and beach-wear labels, Suboo. Sue Di Chio launched the label in 2007 when she couldn't find a fashionable beach umbrella. 5 years on Suboo has expanded to include a amazing range of kaftans, dresses, cover-ups, beach umbrellas and accessories which include footwear, bags and jewellery.  Suboo is now stocked in over 100 exclusive boutiques throughout Australia!

Check out our interview with Sue below.

How would you describe your personal style? 
I’m a woman on the go so my style has to work in with my lifestyle. My work consists of business
and creative meetings followed by social or work related events, so my wardrobe must be versatile, relaxed and fashionable.

Where are your favourite places to shop in Australia? 
Glenmore Rd Paddington Sydney, Gould St Bondi Sydney, the James St Precinct in
Brisbane and Chapel St when I’m in Melbourne.

What are your 5 summer must-haves?
Slick pair of shades, bold lips, bright nails, Suboo swimwear and my favourite song set on repeat.

What is the name of this collection? 
A Place in the Sun.

What was your inspiration for this collection? 
This collection was inspired by the exquisite photography of the famous, Slim Aarons. His photographs, which feature bright, brilliant skies and beaming light, capture a glimpse of a lifestyle that embodies the Suboo philosophy. He portrays timeless elegance that transcends trends and celebrates a lifestyle of dressing for the pleasure and leisure.

How do you come up with inspiration for your collections? 
Inspiration is found in the most unexpected of places and, like most creatives, I find my influences are many and eclectic. I have files and files of ideas, images, cuttings, tear-outs and samples of things that form and influence my ideas.

What is your favourite piece from the collection? 
The Quilia Qua maxi dress. The dress is made up of dazzlingly geometric shapes in three colours vivid blue, mint and orange and is pleated. Its sweeping full-length line and leather straps transforms any wearer into a goddess. I love that it’s floaty and dramatic at the same time.

What do you expect to be some of the biggest trends on the runway this MBFWA? 
Wide leg printed pants, fitted tops with peplums, bright bursts of chartreuse, lots of sorbet colours and beautiful pleating.

What is your favourite thing about Fashion Week in Sydney? 
Seeing all the different shows. The energy of fashion week is incredible, it’s like the city is running on a higher voltage of electricity.

Suboo was established because you couldn't find a fashionable beach umbrella one summer, when did you realise that you weren't just an umbrella designer? 
That’s a really hard question. I guess I have always been creative and never truly followed my heart. I studied fine arts but didn’t pursue the arts after my studies. When I finally did follow the road less travelled, it felt like I had opened a floodgate. It started with umbrellas but the ideas that I held back on for years just naturally flowed through. Sometimes I wonder how I got to this point but I think
that it comes from listening to your inner voice.

You have a background in fine arts, how does that help you when you design your collections? 
I learnt the fundamentals of what makes something visually appealing - colour, proportion, balance, foreground, background – and these definitely come into play when I am designing. But at the end of the day, I think sometimes it can be necessary to stray from these principals of aesthetics to stay true to want you want to express your vision.

You have described your design philosophy as "relaxed, feminine resort wear that’s uncomplicated yet special" - is there any one woman you think personifies this? 
Lily Aldridge and Camilla Alves

What has been your most exciting/favourite memory since your 2007 debut? 
Seeing a Suboo beach umbrella on the beach for the first time was very exciting, and when the Harper’s Bazaar Fashion Bible named Suboo as a must have fashion accessory, I knew I was onto something.

Where do you see Suboo in 5 years? 
We really want to expand internationally and become a recognised global brand for feminine ready-to-wear fashion and swimwear. We’re planning on showcasing at Miami Swim Fashion Week during July 2012 so lots of exciting prospects are on the horizon for our brand.

To check out the Suboo collection head to

The Suboo Runway Show is being held on Friday, 4 May at The Summit
The show is proudly sponsored by Max Factor and Moroccanoil 

No comments:

Post a Comment