El contenido de esta página requiere una versión más reciente de Adobe Flash Player.

Obtener Adobe Flash Player

NEWSLETTER
-------------------------------------
Subscribe to our free
newsletter
-------------------------------------
Noovo Editions

Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama,
Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery.
A platform to show the highest level of creativity from around the world

El contenido de esta página requiere una versión más reciente de Adobe Flash Player.

Obtener Adobe Flash Player

Interviews -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
 

 
-----.INTERVIEW WITH: Song for the Mute



Founded in 2010, the brand are known internationally for their unique design philosophy and unflinching attention to detail and continue to stand out with their masterful use of a wide range of fabrics. Melvin Tanaya and Lyna Ty are the faces behind the Australian based label Song for the Mute. The collective's vision narrates the joy of creative culmination. The ultimate aim is to inject wonder and a sense of intrigue in the wearer. This is the constant throughout the collections.


Could you tell us how did you meet and why did you decide to endow Song for the Mute label?
MELVIN: Lyna and I first met when we were much younger and remained close friends during our time growing up. It wasn’t until we had both finished University that we even contemplated working together on a clothing line and during those formative steps we never envisioned it growing to anything near what it is today.

How did you find out your curiosity for fashion? Was there any special reason for you to decide for Menswear?  
LYNA: I find menswear fascinating to design, its incredibly complex both aesthetically and in the way it functions. These factors are integral in the production of a successful garment and I find that challenge very rewarding. From the outset Menswear was the sole focus of the label and once the ball was rolling there wasn’t much turning back from there.

What are the main characteristics of your personality that we can see reflected in your collections? 
LYNA: Each collection reflects a chapter in our own lives and what we are going through at that particular moment. The label started as a way for us to communicate our thoughts and feelings through the garments we created, so in essence each collection is an incredibly personal expression from us both.

What are your main principles by the time you develop a collection?  How would you describe your design philosophy?
LYNA: Design for me begins with fabric. When we travel to our mills and begin to choose fabrics I develop a mental image of the key pieces of the collection. By the time we arrive back at the studio I’m ready to transfer these ideas onto paper or into toiles. I try not to ascribe too much of a theme or direct inspiration for my collections, instead I let the fabric tell the story of that season.



What do you especially remember of your first collection INK FW10 and how do you feel now from the perspective that it brings over the years?  How has your vision changed or improved?
MELVIN: INK seems such a long time ago now, we were so young and looking back we had so much to learn. Those early years of the label were incredibly important as they formed the basis for everything we do today, every decision we make now is informed, in part, by what has gone before it.

How has your understanding and application of fabrics, textures and construction progressed since then?
LYNA: I think our access to and choice of fabrics has progressed a long way since those initial collections and subsequently our vision has matured as we have.

Fabrics are at the core of Song for the Mute and each used is the result of an exhaustive process, with more than 90% made of from scratch at the request of you. Could you explain us a little bit more about this process?
MELVIN: Fabric choice and selection is integral to our process and simply put, a lot of that involves travelling to the mills we work with, seeing the rolls and the process of their creation in person. From that initial experience Lyna can begin to envisage a collection and it’s at that point we begin to request specific fabrics be produced for the brand.

“We continually search for fabrics that are special, fabrics that talk to us in a certain way. The subsequent construction is heavily based on heightening those tactile sensations to convey a sense of quality”, explains Creative Director Lyna Ty.

Song of the Mute is focus on menswear by now but in a world progressively in change and movement, Is it in your plans to create a line adapted to women?
LYNA: Menswear has been the pillar on which Song for the Mute is built, but we are pleased to announce a capsule Women’s line to be shown alongside our Men’s at Paris Fashion Week during the F/W ’15 showing.



In 2011 Song of the Mute surprised being the first menswear fashion label in 15 years to win Australia's most prestigious designer award, the 2011 L'Oreal Melbourne Fashion Festival Designer Award, presented by Woolmark and supported by Vogue with the honour of closing the inaugural Singapore Men’s Fashion Week. Also you were awarded with the 2011 MFW's "Designer of the Year' award. What have these awards meant in your development as a label at the international level?
MELVIN: We are so honoured to have received those accolades. On a personal level it’s a massive moral boost for our team, that what we are creating is truly special. When you are pushing into the creative unknown it can be nerve racking not knowing how what you are creating is being interpreted. Praise like those awards, helps to affirm your vision. On an international level these accolades have been incredibly helpful for opening up doors and opportunities that otherwise might not have been available to us at that time.

In 2014 the brand were asked to be the closing show of MBFWA, calling on international hip-hop superstar and friend/collaborator LUPE FIASCO to walk in the final look in the show. How was the experience and, what creators/artists would you like to collaborate with in future projects?
MELVIN: Lupe has been a long-term collaborator and friend of the brand, so it seemed a natural step for him to be involved with the label in a more public way. It was an honour working with a man with that kind of presence and the energy he bought to the whole MBFWA experience was incredible. We want to let any future collaborations happen naturally, it’s worked well in the past that way.

Elements of experimentation have always been a core part of the label, not only creatively but also commercially,  What is the balance of your partnership with luxury Australian department store Harrolds?
MELVIN: Harrolds have been supporters of the label since very early on and stockists not long after that. We have developed our relationship greatly over the years, to the point that we now have a Song for the Mute x Harrolds collaboration line in both their Sydney and Melbourne retail offerings. Harrolds also played an integral roll in the production of our MBFWA runway show in 2014 and their guidance both creatively and commercially has been invaluable.



Talking about certain kind of chaos, even when e-commerce continues to dominate society, where consumers are looking for a fast-food type of instant service and consumption, Song of the Mute is growing up with the opening of your own flagship retail space in Sydney and your online store but, how do you manage the timeless and elaborate pieces which you make with this hiperconsumism´ atmosphere?
MELVIN: Fashion has to be adaptive to it’s environment and realise there are bigger forces, outside of its control that are going to shape the market and the way people choose to experience it. We have to be conscious of these changes, but for our brand the offering is a much slower form of fashion, to be experienced in person, to be touched and felt and savoured. That kind of experience traditionally happens in a physical store, but we are interested in exploring developments in technology and e-commerce to offer ways for customers to have that same experience without the geographical limitations of a physical store.

Following their latest trip to the French capitol the duo have expanded their portfolio of stockists to over 30 of the renowed boutiques in 15 countries. This list includes Chinese department store LANE CRAWFORD, Zurich based BOUTIQUE ROMA, Los Angeles H.LORENZO and Australia’s own purveyors of luxury fashion, HARROLDS.

What we can find visiting your recent flagship store in Glebe, Sydney?
LYNA: Our flagship store in Sydney is the true creative home of Song for the Mute. Not only is it a store but also our atelier, offices and wholesale distribution centre. Anyone visiting gets to experience that season’s collection in it’s entirety while being able to preview garments and fabrics that are being sampled for upcoming collections, often before they have been released to the media or shown at Fashion Week.

How would you describe the Song of the Mute client?
MELVIN: Our clients come from all over, as we have discovered since opening our flagship. In common they tend to be fashion forward and looking for a unique offering in the luxury market.

In your opinion, what makes a piece of clothing Song of the Mute so special?
LYNA: Fabric driven, utilitarian garments.

What is the stronger intention behind Song for the Mute?, what is it the ultimate aim?
MELVIN: Taking it one step at a time. We have goals set and things to aim for, but we don’t want to get too far ahead of ourselves. What’s most important for us is to keep the brands growth as natural as possible and when we move forward taking strong, calculated steps.

When you are tired and disappointed what is the leitmotiv that makes you continue forward and persist?
BOTH: We try and take a step back and realise how lucky we are to be doing what we love. That realisation trumps any amount of tiredness or disappointment.




More Info: http://songforthemute.com

 
 
 

El contenido de esta página requiere una versión más reciente de Adobe Flash Player.

Obtener Adobe Flash Player

ADVERTISEMENT

El contenido de esta página requiere una versión más reciente de Adobe Flash Player.

Obtener Adobe Flash Player

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
ADVERTISEMENT

El contenido de esta página requiere una versión más reciente de Adobe Flash Player.

Obtener Adobe Flash Player

 
 
 

El contenido de esta página requiere una versión más reciente de Adobe Flash Player.

Obtener Adobe Flash Player



NOOVO CONTEMPORARY FASHION PHOTOGRAPHY JEWELLERY