BY MARTHA SARUMPAET
Inspired by art, technology, and nostalgia, Maya Williams Augustincic‘s creative persona, Bluejeanorbit, creates garments that celebrate self expression. The Naarm based brand is focused around denim and “the idea of orbiting around unique and ethical fashion”.
Throughout Bluejeanorbit’s designs, Maya showcases contemporary silhouettes and original fabric prints through an alt-grunge and dark feminine lens. “The main concept behind Bluejeanorbit is to create unique and expressive garments for the whimsical, nostalgic and edgy youth,” explains Maya.
“My brand aims to empower individuals to express their individuality and creativity while making sustainable fashion choices. Bluejeanorbit is heavily influenced by the reign of the 90s, blending it with a playful and whimsical approach inspired by the 60s.”
Maya’s interest in fashion was sparked when she was first introduced to Lady Gaga’s iconic 2000s looks and Gwen Stefani’s ‘No Doubt’ era around the age of 11. From filling out books and books with fashion sketches throughout her childhood, Maya decided to pursue studies in fashion. Enrolling in her undergraduate design degree at Whitehouse Institute of Design, she decided to launch Bluejeanorbit in 2022 midway through her studies.
“I was motivated to launch the brand online to keep myself inspired and constantly creating by using it as my creative online persona. Coming from an art background, I see fashion as a creative outlet and hope that people can appreciate and relate to my unique vision,” says Maya.
“What started off as a uni project turned into a full-time passion, and it was further developed as part of the 2023 Melbourne Fashion Hub program. This program was a great learning tool and experience that helped me overcome learning challenges, as we had access to business insider discussions with experts and lawyers, as well as open communication with the other featured designers.”
Throughout her journey, Maya has built her brand around sustainable and ethical practices. With this being the core values of Bluejeanorbit, the brand sources upcycled and recycled denim to ensure the conscious use of materials. The Naarm based brand is made-to-order, constructed of toile off-cuts, designer dead-stock, or fabric ethically ordered from local manufacturers.
Bluejeanorbit’s commitment to ethical practices goes beyond the design process. The brand values inclusivity and diversity, collaborating with models and creatives from all backgrounds.
Maya believes that for her label to celebrate self expression and unique designs, the brand must represent different people from various communities and all walks of life. As they continue to grow and expand, Bluejeanorbit’s photoshoot catalogue will continue to showcase and empower a wide range of individuals.
“Our long-term goals for Bluejeanorbit include expanding our presence in the sustainable fashion industry, collaborating with like-minded individuals and organisations, and continuing to innovate in terms of design and sustainability,” says Maya.
“It would be great to expand as traction grows, and when that happens we will remain transparent and ensure that all practices stay ethical and true to our core values.”
To order Bluejeanorbit go to bluejeanorbit.myshopify.com, and follow the brand at @bluejeanorbit.
IMAGES: Tilly Parsons & Bella Simmons
