Get to Know Chloe Clements of Not Applicable
Not Applicable (@notapplicable) is a non-gender-biased clothing range of limited edition pieces made and designed in Australia. Designer Chloe Clements is the force behind the line.
Interviewer Alexi Ueltzen (@alexi) is Ello’s Social Media & Email Manager. If she’s not at the office, she’s probably swimming, getting muddy with her dogs, or baking cookies. The best cookies.
Tell us first a little bit about the birth of Not Applicable. What made you want to start a fashion line?
From purely a graphic designer background I wanted to create a fashion line using original patterns and artworks splashed across clothing items that were bold, fun and daring.
What motivated you to design clothing that doesn’t conform to traditional gender roles?
I thought that if I was to do this seriously there was no way I was going to conform to the rules of the fashion industry. I wanted to create a label that would break down the norms of gender, size, and aesthetics. I wanted to join the existing conversation around clothing, body types and gender.
The makeup and photography featuring Not Applicable are fantastic. What’s an average photo shoot like?
Thank you! I have been extremely lucky to work with such incredible creatives here in Perth! An average shoot usually consists of either Ru Paul or some 80s mix playlist blasting in the corner; styling, makeup and hair taking place with some of Perth's really unique and underground models or usually actually just friends who fit into Not Applicable's message. My most fav shoot to date, was the launch of collection 2, where a mural was painted in the corner or someone's bedroom, the shoot began to take place as the bedroom owner was DJ-ing whilst we were working, for a moment there it felt like we were not in Perth, Western Australia anymore.
Tell us a little bit about the fashion scene/vibe in Australia.
In Australia alone, there are SO many different fashion styles adapted from London/Europe/America. We have been told that we are the last to get a trend. But in saying that, we are pretty damn stylish and we are extremely lucky to have such warm weather. The fashion scenes in Australia that excite me the most are the ones that don't really abide by any trends. I love seeing fashion and art merge into one and patterns clashing like you can't even make eye contact with the person, nipple tapes, and mesh tops, glitter every day. I like seeing people push boundaries and own what kind of fashion creation they have put together.
Is this your first fashion line?
This is indeed and hopefully not my last.
Are there any specific designers or artists that inform your aesthetic?
To name a few here in Australia, Poppy Lissiman, House of Cards, Discount Universe, Emma Mulholland. 80s inspiration from Yoko Honda.
What advice do you have for folks interested in starting their own line?
Plan ahead and do your research. Don't be afraid to ask for help from other designers/artists. Don't take no for an answer. Reach high. Get educated on the business side, it's all good and well to be creative but building a business and a brand is hard work, it takes time.
What’s next for Not Applicable...or you as a designer?
Not Applicable is just about to move to London and start fresh there! Collection 3 may be a while off but Not Applicable's message and the brand will continue to live in London.
What are you doing when you’re not designing fresh clothing styles?
I am fulltime freelance graphic designer, so that takes up most of my time. When I am not designing I am organising, probably 20% is actually designing the rest is planning shoots & organising people. But that's the fun part! When I am not doing any work at all, I'm usually attending art shows, fashion shows and music gigs with my partner or friends.