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The Reason Behind C/MEO Collective’s Success

The Aussie cult label has the winning formula.
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Of the many born-and-bred Aussie labels, the one that garners the most recognition outside home turf is perhaps C/MEO Collective. In the five years since its inception, the team has won a sizeable fan base, both in and outside Australia. Celebs love ’em, we love ’em (C/MEO most recently collaborated with Solange Knowles, and that’s a stamp of approval in our books). What’s not to love, really? C/MEO is accessible, both price and availability-wise, but there’s also its clean aesthetic that translates into pieces that you’d want to keep in your wardrobe for a long time. The Resort 2017 collection was no different. Dressier versions of a trench coat, light-as-air dresses, blazers that had been cut and ruffled at the sleeves and a little fringe action for party nights.

Backstage, the atmosphere was surprisingly calm for a 10 AM show. The models were already dressed by the time I had arrived at 9.30 AM, all lined-up and ready to go. Head designer Siham Elmawey was all smiles in a white trench dress as she went from model to model, making adjustments to their sashes and printed neck scarves (which made their way into the front row goodie bags). No yelling, no running from room to room. No one freaked out even when the lights suddenly went off. Everyone just whipped out their phones, turned on the flashlight and carried on as normal. Colour me impressed.

 

Photos: Candice Chua

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