TasWeekend: Celebs are just smitten with Tassie fashion brand
A Tasmanian family-run fashion brand is impressing celebrities thanks to its strong social conscience and zero-waste principles, writes LINDA SMITH.
Lifestyle
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Celebrities are not shy when it comes to sharing their love of Tasmania with the world. Tasmanian writer and illustrator Jennifer Cossins shot to international fame last year when Hollywood actor Anne Hathaway told Ellen DeGeneres and 4.2 million television viewers about how much she and her son loved reading one of Cossins’ books.
Bridestowe Estate sold tens of thousands of lavender bears after Chinese model Zhang Xinyu and other Chinese celebrities gave the Tasmanian farm’s Bobby the Bear soft toy glowing endorsements on social media.
The world’s most famous financier, billionaire Warren Buffett, threw a global spotlight on Tasmanian company Beauty and the Bees earlier this year when he named the natural skincare producer as one of the world’s leading players in the zero-waste market.
And Denmark’s Crown Princess Mary has been a loyal supporter of her home state, shopping at Salamanca boutiques when she returns home and commissioning a painting by Tasmanian artist Michael McWilliams for her husband’s 50th birthday last year.
They are just a handful in a long line of celebrities showcasing our state — and its producers — to the world.
And among the latest ambassadors for Tasmania are surfer Layne Beachley, her INXS rockstar husband Kirk Pengilly and actor Bonnie Sveen, who have all thrown their support behind Tasmanian clothing brand Smitten Merino as the family business embarks on a promotion to raise funds for the Save the Tasmanian Devil Appeal.
Smitten Merino’s Holly Bowden says 10 per cent of all sales from June 20-30 will be donated to the devil appeal, with about $10,000 expected to be raised during this time. It follows a similar promotion earlier this year when Smitten Merino donated 10 per cent of sales, raising $5400 to help baby animals affected by bush fires.
Bowden, who helps run Smitten Merino with her parents Nicola and Carl Mason, who founded the business 11 years ago, says it’s part of an ongoing move to do more charitable work.
“It’s about having a social conscience and understanding that we can really make a mark and make a difference,’’ Bowden says. “The great thing about our customers is that they’re really interested in buying local, sustainable, ethically-made clothing. And more often than not they want to support charities too.’’
Helping to promote the fundraiser will be Bonnie Sveen, a Smitten Merino fan and nature lover who lives in Tasmania with her partner Nathan Gooley and their twin girls Myrtle and Emerald, who were born at the Royal Hobart Hospital in September last year.
Sveen grew up in the Huon Valley and attended Rosny College before moving to Sydney to attend the National Institute of Dramatic Art.
She is best known for her role as Ricky Sharpe on Home and Away, which won her a Logie Award for Most Popular New Talent. She left the show in 2016 but has more recently appeared on The Secret Daughter alongside Jessica Mauboy.
Sveen remains a passionate advocate for her home state — she is an ambassador for the Save the Tasmanian Devil Appeal, appearing on Tasmanian television ads supporting the cause. She has also added her voice to campaigns to save the state’s forests and endangered wildlife, including the swift parrot. Bowden says Sveen will be promoting the fundraiser on her social media channels, broadcasting Tasmania to her 207,000 Instagram followers as well as fans on Facebook.
Layne Beachley and Kirk Pengilly have also made a few visits to the Smitten Merino store in Battery Point in recent months, impressed by the brand’s quality and zero waste principles.
Other celebrities who love and wear Smitten include TV presenter Catriona Rowntree, singer Marcia Hines, Tasmanian Labor Senator Helen Polley, media identity Deborah Hutton and Crown Princess Mary of Denmark.
The brand is also promoted widely on social media by high-profile outdoor adventurers and extreme sportspeople who wear Smitten Merino’s thermal clothing, including Tasmania’s Eric Phillips, who once guided Prince Harry to the South Pole.
“It’s beyond belief, it’s mind blowing,’’ Bowden says of Smitten Merino’s celebrity following. “That kind of thrill of seeing these people wearing our products — even the thrill of walking down the street seeing everyday people wearing our clothing — never really goes away.’’
The business launched a dedicated US website last year to cater for the growing US market, which makes up 10 per cent of sales, and an appearance at the Melbourne Fashion Festival in March introduced the brand to a new audience via the sustainable fashion runway, including a number of high-profile bloggers.
Bowden says a greater awareness of the poor living and working conditions of people making clothing in factories overseas, as well as the environmental impacts of producing fast fashion, had made Smitten an appealing prospect for discerning shoppers.
“World views have shifted so much and there has been a massive shift in people’s head space,’’ she says.
“People want to support the economy and know the clothing they are buying is sustainable, ethical and is going to last, even if it means spending more in a tight economy. Our clothing is made by 20 women in Tasmania, in Spreyton, who have smiles on their faces and are proud of what they do.’’
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