Bearing in mind that we live in a post-Instagram world where it has never been easier to discover, share and – most importantly – buy emerging indie brands from the farthest-flung corners of the globe, it takes something pretty special to make your voice rise above the cacophony and truly stand out. But that’s exactly what Sydney-based brand Fillyboo has nailed, effortlessly capturing Grazia’s attention with its billowing, Stevie Nicks silhouettes, hearty use of tassels, and the kind of bohemian soul that seems like an beacon of authenticity in the midst of swathes of festival-by-numbers Coachella-lite.
“I don’t think of boho as a trend,” the brand’s founder, Pippa Henderson tells Grazia. “To me, it’s a lifestyle and a certain freedom that is powerful and liberating. My designs are based around songs, childhood memories and awesome eras gone by that I imagine myself living in!”
It’s hard not to fall in love with Pippa’s dreamworld after a statement like that – and when she tells us that Fillyboo was named after her grandma – “Her name was Beulah and everyone called her Boo. She was my favourite,” – we fall even more. Something that Dubai’s very own S*uce boutique has also found itself doing, having picked up this label. “They found us on Instagram,” Pippa reveals. But, despite having recently been discovered, it’s hardly new. Far from it.
“I’ve been designing the brand for 13 years, but as maternity wear,” she reveals. “Pregnancy designs were pretty dismal at the time so I opened a boutique by the beach in Sydney and it went from there. The mainline was a natural progression and it’s actually growing at a much faster pace, especially thanks to Instagram, which has opened up our world and our business beyond our wildest dreams.”
By “our,” Pippa means herself and her husband, who together with 25 Balinese artisans and staff who handcraft all the pieces, run the company. As well as designing everything herself, the mum-of-three also oversees production, and styles and shoots the lookbooks. No mean feat. So is she running around in her own designs, living a life full of gypsy glamour? “It’s my dream style,” she laughs. “It’s part-imagination, part-reality!” The perfect fashion combo.
Photos: Supplied and Instagram/@fillyboo