JOLANTA KORDONSKI DIXON designer, MADLY Sweetly
What excites you most about the launch of MADLY Sweetly?
MADLY Sweetly challenges the mindset that affordable fashion also means disposable. Born in the Loobie’s Story workshop, it’s an offering of unique, quirky, timeless styling that truly makes a statement. It lets you be who you are on any particular day – sometimes ‘madly’, other times ‘sweetly’.
Where do you get your design inspiration from?
My biggest design inspiration comes from people – watching them going about their days in all their personal glory. As someone who loves travel and different cultures, I’m often inspired by the sights and settings I encounter. I also research textile sites and my favourite brand websites on a regular basis.
Who are your style icons?
I have a soft spot for Audrey Hepburn and her gamine-chic vibe. With a pixie haircut, drainpipe jeans and casual attire in the 1960s she was a bit ‘madly sweet’. I also admire Sophia Loren and Jackie Kennedy for their relatively simple styling but beautifully tailored looks. Then there’s Marie Helvin and Ali Macgraw, whose signature 70s looks were maxi-length flowing dresses and skirts.
Describe the MADLY Sweetly woman.
She’s on a journey, continually evolving and learning about herself and the world around her. She’s quirky, fun and great company, but first and foremost she’s real. She knows her body flaws and celebrates it all.
Tell us about your debut collection.
This autumn/winter 2017 collection is dedicated to the fine balance between style, functionality, personality and longevity. Called ‘Paint Your Day’ it is an invitation to be creative.
What fabrics have you used?
There is a lovely soft linen and viscose yarn for the early part of the season as well as a fine merino fabric. Using lighter weights early on means the garments can be layered up as winter sets in. Then there are beautiful blends of yarns such as cashmere and alpaca, in both soft colours and deeper hues, for those long winter days when nothing will do except being cosily wrapped up and cocooned.
Stitched Up jumper $269, by MADLY Sweetly.
Ink Pink top, $149, by MADLY Sweetly.
Scarf, $149, jacket $199, and U-turn dress $169, all by MADLY Sweetly.
What Spot cardigan, $229, by MADLY Sweetly.
Rhapsody dress, $199, by MADLY Sweetly.