Designer for life

Spotlight on Sonia Stradiotto

Hot on the high heels of last year’s pandemic retail flatliner, Australian designer Sonia Stradiotto is celebrating a renewed focus on fashion for glamorous women, with the opening of her second new Sonia Stradiotto Couture store at Marina Mirage on the Gold Coast.

The new store is adjacent and double the size of the Marina Mirage boutique Sonia ran for many years until December 2020, when she closed its doors to transform the space into a new appointment studio. Now clients can browse the new Sonia Stradiotto Couture store and visit the studio next door, depending on the level of style consultation they desire. The multi award-winning designer with over 30 years success in the fashion industry has built up a loyal clientele of women, particularly in the 30+ age demographic, who appreciate her specialising in cultural sensitivity and anti-aging body contour technology. This, combined with importing unique fabrics from all across the world, results in Sonia Stradiotto Couture delivering finely crafted and customised designs. The new store will house pieces from her four Collections for Winter 2021, which she created during her ‘creative sabbatical’: Cafe Couture, Date Night, Business Chic and the Eclectic Collection. Sonia is already preparing her Spring/ Summer 2021/22 ranges from these collection themes and is excited to announce a fifth new luxe lifestyle collection she will be releasing for the next fashion season, “La Dolce Vita”, or “the Sweet Life”. Here, Sonia shares her thoughts on her inspiration, motivation and how the support and love of her family are key to everything she creates.

How have your brand and business evolved over time?

Evolution over time comes from listening to what the clients want and understanding what the industry needs. After 30+ years I have also learnt from the economic changes which have tested the business and strengthened the Brand. How did you adapt to changes in 2020? In 2020 I completely stopped to respect the request of the Australian government when faced with a Pandemic. Until we knew what was happening, I decided that a full sabbatical was the best way to stop, stay safe, think, create and realign. I believe in the event of negative consequences beyond your control, you must observe and allow your creative juices to flow in order to rise above and apply your “Guts”, to invite new opportunity. Success comes from overcoming challenges and being a step ahead of the unexpected.

What creative responses were you proud of in such a challenging year - any new inspiration or themes?

I created a new way of doing business called SSC2U. It was very successful when borders closed using FaceTime, old fashioned service and parcels sent to your home. Our Social Media Team created a promotion where women sent in photos of themselves all glammed up doing household duties during lockdown. We gave away $10,000 of vouchers and it really was about women staying connected and lifting each other up. We had clients photographing themselves in ballgowns watering the garden to executives in glam suits spray and wiping with rubber gloves on. When we went back to doing our events, we turned our showings into small group hourly sessions that made up a Festivale. You had 55mins to do champagne socials and shop, then the bell rang and clients went to lunch on us. Something new – it was a hit!

A lot of women (and men) threw in the towel when it came to fashion last year. How does what we wear impact our mood?

During the pandemic there was a global crash in fashion trading with events and weddings on hold, a lot of retailers were forced to close or simply didn’t know how to make it through.

With people staying home in PJs, depression was at an all-time high, and we began to think outside the box as they say. I created Café Couture because women with substance and stamina and self-belief decided they wanted to dress up and go to Cafés that were still trading through. Cafés seemed to be the new outing and with holidays and overseas travel restrictions right through 2020, the #supportlocalbusiness concept went viral. Café Couture has made women that follow our Brand feel spirited and look sensational which ultimately made them and those they mix with feel positive vibes. We also released an ‘isolife’ collection of basic tops made from exotic fabrics to invigorate your jeans and designer runners. All sold fast and set tongues wagging.

Your mum and family are great sources of strength, how have they influenced you throughout your career and your life?

Family is everything to me. My husband is our Operations Manager and my children have grown up involved backstage for events which has been a small part of why they have grown into incredible humans who I am most proud of. My Mum is my rock and my biggest fan, a great support and mentor during the ups and downs of life. One of my favourite quotes of hers is “I never tell anyone what to do I only advise them, and strongly suggest they take my advice.” You are renowned for your inspiration from your international travels - what inspires you about your home, south-east Qld? I’ve travelled the world and there’s no place like home and this great country. I take great inspiration from the beach and also the Gold Coast Hinterland and Scenic Rim. I admit I love Italy, but it’s a permanent postcard memory etched in my mind.

Looking ahead, what can we expect from SS in 2021?

Our best collection yet with five fabulous ranges. My Studio Gallery Store officially opens April 14 at Marina Mirage, the home of designer fashion. It’s quite an eclectic mix of colour, texture, shapes and genres to cover almost any occasion.

More at soniastradiottocouture.com