The joy of colour

Weaving joy, colour and fun into every print, Ellie Whittaker is pioneering a new generation of design with her namesake textile brand. We chat to the artist, mum and Gold Coast local about her creative process and how vibrant fabrics are making a big comeback.

How did you first get into the print and design industry?

I never dreamed I would end up in textiles. I come from a line of talented sewists, and my mum even owned a fabric store, but the crafty talent ends with me. I am creative, but I am terribly impatient at following a pattern and much prefer to spend my time drawing. I didn’t start until I had my son in 2010. Instagram was really taking off and so there were swathes of baby businesses selling cute little outfits. I made my son (and the next three children) cute baby clothes out of my fabrics. Once companies caught wind of an Aussie designer who could create designs that both spoke to them and resonated with their brand, commissions started flowing in. After five years of creating art for other people I finally established my own fabric business, which continues to thrive.

From a concept to a final fabric, how does your brand come to life and what is that journey?

The key to all of my designs is joy. I like to hide little ‘smiles in the mind’ in my designs. That is, people look at it and either put something together (like a pun) or spot something unusual (like a cane toad or a plover swooping) or see something that they just love (like kids swinging on a Hills Hoist) and they smile in their mind. As for the literal process, I have that idea percolating, sometimes for months, and then I finally put pen to digital paper. Once I have a design I’m happy with we will send it off for sampling, then adjust the colours and scale accordingly. The most exciting part is releasing it to our customers and seeing what they do with it, what kinds of garments they create.

How do you balance your work with your family and life in general, and what’s your advice for other mums looking to do the same?

Recognise and appreciate that it’s a slow burn. I have told myself for years to wait, slow down, things will happen eventually, and the kids matter more. (This doesn’t stop me working stupid hours or occasionally drawing on my iPad instead of watching my daughter do her gymnastics!) No one else is going to prioritise my family for me - that’s my job and I don’t apologise for it. Hopefully this gives other parents the permission to do the same.

What do you love about living on the Gold Coast?

We are literally in the very back streets of the Gold Coast here in the Hinterland, so I connect with both the Gold Coast and the Scenic Rim. I love exploring the rainforests around Mt Tamborine. We live on a leafy, bubbling creek at the base of the mountain and it’s paradise. I was commissioned to do a design for the Gold Coast Music Festival and that was a huge honour! But then COVID-19 came, and the design was never used, so I turned it into a fabric and it’s a crowd favourite. Readers will have to keep their eyes peeled as they’ll be seeing a lot of that particular print later this year - I am already so excited for Gold Coasters to spot Q1 and MovieWorld and even a little nod to Amy Shark. Elements that no one else will notice.

Do you think we are seeing a bit of a return to colour and clothing and fabrics that makes us feel good?

100%. COVID-19 is a kind of perfect storm that brought us to this new age of dopamine dressing. Firstly, we had lots of time to reconsider what’s important to us. Secondly: Zoom calls. It started out as everyone wearing suit shirts up top and boxer shorts down the bottom and quickly devolved into this kind of lovely way for everyone to show a bit more of themselves: their cats, their fun shirts, their photos of their trip to New Zealand in the background. When people returned to the office I would imagine there was a lot less pressure for the corporate costume and people felt more open to express themselves.

What’s next on the horizon for your brand?

This October, I am very excited to have my first ever collection launching in Best & Less stores! There’s something for the entire family, which is really cool. The future is all very big and scary and exciting for this little Gold Coast Mama.