After 20 years working in the fashion industry, designer Libby Pettit launched Zerafima in 2023, while pregnant with her second child and as a response to lifestyle changes that began during Covid.
“Aimed at country and coastal living, Zerafima is a directional lifestyle label targeting the ‘Seachange and treechange’ trends that started during Covid,” Libby explains.
“Like many new Geelong and surf coast residents, I moved back to Geelong during Covid to escape the city, work grind and in search of a more balanced lifestyle. I think a lot of people in Geelong can relate to this story and now need the wardrobes to match.
“I currently live on a family property at the You Yangs, Little River, with my husband and two kids Rupert, 4, and Lou Lou, 2. I began designing for Zerafima one month before the birth of Lou Lou in December 2021.
“I had to be isolated for one month prior to giving birth so took this time to start the business. The challenge was designing with an enormous belly, I couldn’t try or fit the clothes.
“I also couldn’t go to stores or visit suppliers. It was a fun challenge to overcome.”
WHERE IT ALL BEGAN
Libby has been an integral part of the Australian fashion industry for more than 20 years, including 12 years in design and production for iconic brand Alannah Hill. Starting out with a degree in fashion from RMIT in 2002, Libby has also previously launched her own successful activewear label, L’urv.
“L’urv was stocked in over 100 stores globally, including Selfridges, Bergdorf Goodman, Anthropology, Myer etc,” says Libby.
The new brand, Zerafima, is Libby’s take on ‘serafima’ which means angel or ‘fiery ones’.
“Zerafima is inspired by adventure, nature and vintage influences – including nostalgic holidays and coastal lifestyles,” Libby explains. “The colour palette is mostly neutral with pops of colour inspired by the Australian landscape, ocean and skyline.”
Libby says that Zerafima “explores the connection between femininity, nostalgia and earth”. The brand’s style is an elegant mix of wearable and timeless pieces with touches of vintage influence.
“The collections of denim, lace, shirring and pintucks will take you on a nostalgic journey to times past, where values were simple and life was effortless.
“Zerafima features a neutral colour palette of burnt rust, dusty tan, cream and nude. Our fabrics are natural, breathable and eco-friendly, and include cotton poplin, linen blends and Australian wool.
“Designed in Australia, Zerafima’s limited edition pieces and feminine styling will take you from the coast, to the country and beyond,” says Libby.
Libby describes Zerafima as a “resortwear brand”. “The diverse collection features cotton and linen beach dresses, edgy denim pieces, luxury rib knitwear, swimwear separates, leather jackets, saddle-style bags and hats.
SUSTAINABLE STYLE
Like most fashion brands now, Libby has ensured that Zerafima has a focus on sustainability and ethical production.
“The Zerafima collections are made primarily from natural fibres, including linen, cotton and leather. Our garments are limited edition – and our small quantities are made in sample rooms not large factories,” says Libby.
“Zerafima designs are limited edition and are made in small quantities. I believe in the ‘slow fashion’ philosophy, with well made, timeless pieces designed to be worn on repeat.
“The Zerafima collections reflect my own fashion style. I purchase high quality, well designed pieces that I’ll wear and love for seasons. The Zerafima brand aesthetic is classic with a retro twist.”
Longterm, her plans for the brand are to grow the online store and increase distribution.
“Zerafima is for the wanderers and the free spirits; refined, relaxed and romantic.”
You can shop Zerafima online at zerafima.com.au and you can follow the brand at @zerafima_official.
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