Honeymoon is Melbourne’s wedding label for non-traditional brides
PHOTOGRAPHY by Charlie Hawks
KATE STREADER LYRICS
“The ritual of marriage and weddings has changed so much over the years, but the process of finding a wedding dress hasn’t really changed.”
Melbourne’s ongoing closures have unfortunately brought Limb Label coming to an end, but slow fashion brand co-founder designer Andria Kiefer is back with a new project and it’s a step away from its predecessor. Her new idea, Honeymoon, is a bridal brand specializing in non-traditional bridal wear.
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The brand was inspired by Andria’s own search for wedding attire when she realized that most bridal wear on the market reflected the days when church weddings were the norm and did not reflect modern brides. Honeymoon’s current collection features a mix of dresses, sets, pieces and accessories, meant to be worn long after your wedding day.
Tell us about you. What is your background in fashion?
I obtained my RMIT Fashion and Textiles diploma in 2012. Since then, I have worked in the whole sphere of fashion. I started working in fashion retail when I was a teenager and in my twenties, and after graduating from college I moved to New York and interned for brands like Creatures of Comfort, Araks, Apiece Apart and Proenza Schouler. When I returned to Australia, my best friend and I launched a brand of beautifully designed wardrobe staples, Limb The Label.
After seven years of gaining a foothold in the Melbourne industry, building a great following and learning a LOT about local production and the industry in general, we have decided to end Limb after the first year of the pandemic. Then I decided to start all over again and start Honeymoon!
How did the label start? Tell us about the process and the challenges.
The idea for Honeymoon came about when I was looking for an outfit for my own wedding and I was a bit disappointed with the options available. I thought many other people like me would feel the same way. I was looking for something more relaxed, contemporary and down to earth, so I created Honeymoon as an alternative to the traditional bridal experience.
I also hated the idea of doing something that I could only wear once! I want to give every honeymooner the chance to revamp their look or overcolor their whites to emphasize the possibility of wearing them again.
A minor challenge for me is that I have ADHD and I often have a million ideas at once and want to do them all. It took several months of pattern making, sewing, and sampling to get where I am, and I now have over 53 pieces in the core collection. It is a mix of dresses, sets, separates and accessories. I was only diagnosed and started on meds this year which was a complete game changer.
What were you trying to achieve from the project at the time? How has that evolved and what are you trying to communicate through the brand now?
I wanted to create a new conversation around bridal and evening wear. To me, it doesn’t feel accessible – it’s stuffy and very traditional. The ritual of marriage and weddings has changed so much over the years, but the process of finding a wedding dress hasn’t really changed.
Traditional religious weddings are replaced by an officiant in a backyard; a quickie at the check-in desk; commitment ceremonies; a long lunch with friends; and many people don’t marry at all. Rules like “You can’t wear black to a wedding” are practically irrelevant. I want to help celebrate love with people, however they choose to do so. The honeymoon is the answer to that – it’s nuptial but different.
Custom colors and fabrics are my favorite things to gift. Not all brides wear white, just like not everyone wants to be married. Honeymoon is for those like me, who want a look that reflects their own sense of style, who might also rock a cheeky fag in a veil, dance their dress to grime, and maybe spill wine all over it throughout the night. It’s all about having fun. I hope my clients are messy honeymoon brides!
How would you describe Honeymoon to someone who has never seen it before?
“She’s no ordinary bride, she’s a cool bride.”
What are you most proud of in your work on your label?
I get a huge boost of pride every time I see someone in their special honeymoon look on their special day.
What did you wish you had known when you started?
Luckily for me, I made a lot of mistakes and learned a lot of lessons on my first label. If anyone knew how hard it is to start a label and make it work, I have a feeling no one would! I guess I wish I had known I had ADHD sooner so I could really tap into that focus sooner.
Who do you think is the most exciting in Australian fashion right now?
I feel like we’re finally starting to see a more inclusive space open up for Australian fashion. First Nations artists, designers, stylists, models and photographers are finally getting the recognition they deserve – and it’s about time!
What about the Australian fashion industry that needs to change?
Inclusiveness. While this is what I find most exciting about fashion in Australia, we still need to push it further. Seeing different skin shapes and colors is so important. It would also be fantastic if there was a larger production presence, to facilitate more manufacturing here in Australia.
Dream Australian collaborators?
I’m obsessed with the artist Emma Currie. Honeymoon has something special with it in the works right now.
Must-read list for a dinner party?
I listen to a lot of Latin pop mixes from the 60s and 70s, a bit of Kate Bush and a pinch of Italian pop from the 60s. I also listen to the mixes of my friend Sally, So much, so muchregularly.
Who’s in your wardrobe right now?
I mainly make my own clothes, but the clothes in my repertoire are a good mix of Penny Sage, Permanent Vacation, Limb, FME and a bit of vintage – I wear my Levis everyday.
How can we buy one of your parts?
To learn more about Honeymoon, visit here.