A Directional and Elegant Womenswear Fashion Label
View recent Jayson Brundson collections on Australian Fashion Review Blog
Australian designer Jayson Brundson had a very successful career as a fashion editor, including freelancing for US vogue, before launching his own namesake fashion label in 2004. It was a natural progression for Jayson after being obsessed with fashion since the age of 13 – he went on to start study fashion a UTS, but eager to get into the industry to work, he left to become a fashion illustrator with the PM label by Peter Morrissey.
Following his stint as a fashion illustrator, Jayson went on to work as a fashion editor at Follow Me magazine, stylist in New York, before returning to Australia as the Creative Director of Morrissey Edmiston. In 2004, the time was right for Jayson to go it alone with the launch of his womenswear label, within a year the first Jayson Brundson stand alone boutique opened in Sydney’s Strand Arcade. This was followed 2008 with a store in Singapore’s Orchard Road, then in 2009 two more stores opened at Westfield Bondi Junction and on Melbourne’s iconic Chapel Street.
As of 2012, the Jayson Brundson fashion label regularly shows at New York and Australian Fashion Weeks, with the collections being stocked across the globe including Saks Fifth Avenue (USA), Selfridges and Co (UK), Harvey Nicholls (Dubai), as well as Myer department stores throughout Australia.
Back in December of 2009 Jayson Brundson kindly took five minutes out of his hectic schedule to talk to Australian Fashion Review Blog to find out all there is to know about his eponymous label.
What is you fashion background Jayson?
I studied fashion design at Sydney College Of The Arts (now UTS), before pursuing a career in fashion illustration, styling eventually working in London and New York. I styled INXS for their world tours and music clips in the early nineties and worked for UK Elle magazine and Vogue Australia shooting covers and fashion stories with Linda Evangelista, Claudia Schiffer and Emma Balfour. Upon returning to Australia I became creative director at Morrissey before launching my own label.
When and how did it all begin for the Jayson Brundson fashion label?
I was always passionate about fashion and design and the sense of history that is portrayed visually through clothing. This led me towards design and I decided to create my own fashion label in Australia aimed towards women who feel an emotive connection to clothing. I did something that was overlooked here with my design, clothing for women and not teenagers, women who want quality and fashion without being self consciously trendy.
What do you hope to accomplish with the Jayson Brundson fashion label? What is the ultimate dream!?
The dream changes as I continue on my journey. I dreamt of showing at Bryant Park in New York Fashion Week. I did that for several seasons and sold into Nieman Marcus, Saks and Selfridges. But I’m more focused on standalone Jayson brundson retail stores now. This allows me to realize my dreams fully as I can create total collections incorporating accessories and clothing for lifestyles rather than being pigeon holed into an event wear designer. We now have 5 stores including one in Singapore. The plan is to open more stores across Asia and Australia.
Who are your favourite fashion designers and what about them inspires you? What else inspires you?
I’m always drawn to the greats of the 20th century. Chanel, Dior, Halston, Yves Saint Laurent. The life that was created in the second half of the century hasn’t changed radically enough yet to warrant a revolution in style. This is why these designers are still relevant. I do admire the designs of contemporary designers such as Tomas Meier at Bottega Veneta, Dries Van Noten, Phoebe Philo at Celine and Alber Elbaz at Lanvin. To me they continually capture the Zeitgeist with a modern elegance that doesn’t rely on seasonal revolutions aimed at editorial pages. Their designs are aimed atreal women and making them feel interesting and modern.
If you could pick someone famous that best represents the Jayson Brundson style, who would it be? Alternatively, what famous person/s would you want wearing your label?
I never think about celebrities wearing Jayson Brundson. The famous women I admire are the great screen legends and I am often inspired by their style. But generally it’s women I know that inspire me, not celebrities. Contemporary society is suffering an idolatry sickness that borders on obsession.
Complete the following sentence: The Jayson Brundson label is unique because…
It creates designs that make women feel modern, interesting, elegant and unselfconscious. I hate to torture women. Elegance is ease, modernity is about a cool, clean chic.