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Two Stories
From Two Stories

Working in the fashion industry for nearly 10 years, share with us your story and how your label ‘Jasmine Alexa’ started?

Rewind the clock, back to when I was 20, fresh out of university, eager and full of energy, fashion running through my veins. I decided on a complete whim, to open up Casa Mimo, a women’s clothing and accessories boutique. Everyone thought I was crazy, how can a 20 year old open and run a business? Well lets fast forward to today, almost 7 years later, and I am still running Casa Mimo. Casa Mimo has taught me the fundamentals of business, as well as giving me invaluable insight into the fashion industry on both the grassroots level, and the trade and management level. All that I have learnt at Casa Mimo, has allowed me to apply it to Jasmine Alexa, which I embarked on over a year ago now. Born out of the shear frustration of not finding clothes that could see me through my active lifestyle, Jasmine Alexa has given me the platform to express myself and design the clothes that I, and ultimately a lot of woman who also live active lifestyles want to wear.


What is your favourite part of designing?

My favourite part of designing is seeing the vision come to life. What was once just an initial idea, turns into a real and tangible thing and its beyond exciting!


Describe your label in three words.

Minimal, relatable, timeless


Do you have a favourite piece from your current collection?

Tough question! I’m torn between the Projection vest and This Place leggings. I wear these two pieces the most

Who is the Jasmine Alexa customer?

The Jasmine Alexa customer leads a very active lifestyle. She is both health and fashion conscious, but very cool and calm in her nature. She is professional, independent, hard working and strong minded, yet she has the tendency to let her hair down every once in a while. Going from the gym, to work, to social events in one day is a common occurrence, and she likes to dress to suit all those commitments. She exudes confidence, yet remains humble. She is a go getter, a trend setter and a woman who is always on the move.


Who would you love to see wear your active wear?

To me, I would love to see normal women who are just living their normal day-to-day lives in my pieces. That’s why I design what I design!

What has been your greatest challenge of your career so far?

Confidence! I guess most creatives can agree, that when you are bearing you soul, which designing does, you can feel quite vulnerable and open to criticism. However, I have learnt that I will never please everyone, and at the end of the day, staying true to myself is the most important thing. It can be very easy to be overwhelmed by what everyone else is doing in the industry, so I try to block this out and just focus on what I need to do and what I think feels right.

Any words of wisdom you live by.

Hard work always pays off!


Where do you see Jasmine Alexa in 5 years?

In 5 years, I aim to have Jasmine Alexa as a well-known activewear brand in Australia and Internationally (fingers crossed!). I want to continue to create quality garments and stay true to myself in everything that I do.