The Festival Brand: All About Eve

All About Eve has been around since 2003, established by an all-Australian design team aimed at “girls who like to live young, wild and free”. All About Eve has grown rapidly over the last few years, having their products stocked in stores not only Australia-wide, but internationally, branching out all the way to South Africa and Canada, with more plans to branch out to other areas of the world as well. I was given the opportunity to sit down and chat with the Head Designer of two-and-a-half years, Alice Broadway, and Marketing Coordinator Lauren Roberts, to have a chat about All About Eve and where it’s headed.
Their brand has been rapidly expanding across not only the globe, but also online. Their swimmer range has recently become a brand new edition to the brands offered on the widely known ASOS.com. Marketing Coordinator for All About Eve, Lauren Roberts, also reveals that they now have their eye on expanding to America and Europe. “I think we definitely get a lot of interest from those areas and there’s opportunities for us to do really well there,” Lauren tells me. “All About Eve has grown massively. I think the growth of the brand has just been huge and it’s still growing, so it’s exciting being at the helm of a brand going from strength to strength and just gaining momentum.”
The brand is aimed at young ladies, aged roughly between sixteen and twenty, which is clearly visible in their eclectic and vivacious designs. “I think that girls at that age just want to experiment with the different trends they’re seeing,” Lauren says, explaining why they design their ranges in their wide-ranging manner. Alice adds that it’s “the exciting thing about our brand and our girl, that she can wear so many different looks so effortlessly”.
All About Eve is known to be the go-to brand for festival outfits, however their current collection takes inspiration from a mix of the ’90s and sports luxe, two themes that look as if they were simply meant to be. In their current collection, we see lots of varsity or ‘college’-inspired garments, with the edge of the ’90s crop or metallic detailing, as well as the classic high-waisted denim skirt and denim jacket to match. “We design our ranges based on some sort of inspiration, like we’ve done with the ’90s trend, but tweaked it so that it becomes more modern … more like the ’90s girl of 2014, if you like,” Alice explains, giving more insight into the inner workings of the design process.
The brand provides a means to an end, with an easy-to-style street wear theme year-round, designing their garments based on the trends of the moment. It’s easy to see All About Eve travelling above and beyond their goals for the future, with their popularity growing exponentially every season.
“The lucky thing with the job here is that your role is so diverse. Here you’re a designer, you’re a buyer, you’re such a mixed bag of things. So, I suppose I’ve gotten to do everything I’ve ever wanted to do,” Alice tells me when asked what the best part about her job is.
“I reckon I love it even more now than when I started. This job was more than I thought it could be and I can’t imagine myself doing anything else. I just really feel like I’ve found where I’m meant to be.”
Web: allabouteveclothing.com
By Jessica Alves