C/MEO Collective was established in 2010 by Melanie Flintoft, the creative director of Australia’s Fashion Labels. With a reputation for being a global fashion trendsetter, the fashion-forward CEO has made a name for herself, and her fashion empire, which comprises of four different clothing brands, C/MEO Collective, Finders, Keepsake the Label and The Fifth Label.
Flintoft was the winner of the 2009 Adelaide Fashion Festival’s emerging designer award, and has found support in stars such as Kourtney Kardashian, Kendall Jenner and Gigi Hadid, who have been spotted wearing her designs.
C/MEO Collective is described as “bold but very wearable”, with designs that are both effortlessly chic and cutting-edge. From one-shoulder jumpsuits to asymmetrical leather jackets and romantic floral ensembles, this versatile range is both high quality and affordable.
The brand is focused on building its own, unique, signature aesthetic, using directional prints, strong silhouettes and premium fabrics, to bring its message across. Each garment is inspired, wearable innovation, pushing boundaries, in order to cement its position in the global and Australian fashion scene. The fashion house also takes affordability into consideration, making high-quality style available, at a more affordable prince point.
Your average C/MEO girl wears clothes in her own way, interpreting her own style. This sense of empowerment plays a big role in how the design team strives for new innovation and heights, when designing.
The C/MEO woman is also culturally engaged and is up to date with the latest trends, always ahead of the pack. She is the one you will find at the opening of a new hot spot, eatery or at the latest exhibitions. She is known as a risk taker, is daring but is not reckless. She is a leader, a source of inspiration, and a well-known fashionista. She knows what she likes, how she wants it and is able to make it her own.
Each year, the fashion house features eleven annual collections, each hinging from a main theme which influences the fundamental prints, fabrics and shapes of the collection. In many ways, this can be seen as a capsule collection, although, one range can stand individually from the others. Together, the garments form a striking collage, of what is best described as ‘wearable innovation’. The process behind the C/MEO design teams creativity runs a lot deeper than following trends.
Each of C/MEO’s eleven yearly collections hinges from a central theme, which inspires the fundamental prints, shapes and fabric. Therefore, each C/MEO range can be seen as a capsule collection, where one range can stand independently from the others. Together, they form a formidable collage of wearable innovation. In this respect, C/MEO Collective can be seen as truly innovative; the design teams process behind each creation runs deeper than just following trends.
In fact, Flintoff believes that her secret weapon is head designer, Siham Elmawey – young designer and trail blazer. Flintoff saw Elmawey’s natural ability and keen eye for fashion, in 2012, while the young designer was working on her skill at the TAFESA Fashion College. Flintoff quickly grabbed the opportunity to nab the designer, appointing her as Assistant Designer then.
Siham Elmawey was later appointed as head designer of C/MEO Collective at the tender age of 22. “I have so many ideas for C/MEO’s future,” says Elmawey.
“Growing with the label over the years, I have seen it go from strength to strength. I’m evolving as a designer and I’m so excited to show our devoted followers where we are taking the label.”
Elmawey started her love affair with fashion while in high school, through re-designing vintage pieces, to sell at local art markets. She has since added her modern flare to C/MEO’s classic style, taking the fashion houses unique prints and bold silhouettes and adding a touch of romance to it.
“As a designer, I find inspiration comes in many shapes and forms. Many of our collections are inspired around a common thread or theme, this helps give each collection its own ‘identity’. Often we use elements of modern life such as architecture, fine art, and literature as inspiration” Siham Siham says in an interview published on Who What Wear.
Elmawey believes that every Australian girl has come across a C/MEO Collective piece, at least once – whether they own one, or have spotted it online. Because the brand designs monthly collections, with a whopping 40 new garments designed each month, there is always something new to look forward to.
“When you see a collection in store, we started designing it a year before. So at any point in time we are working on 12 collections at different stages of their development. As well as designing and fabricating a collection together, we also conceptualize and style photo shoots, develop prints, aid in fittings, manage social media etc.” (via Who What Wear)
The Accolade Top is one example of a classic C/MEO Collective piece. This stunning garment features a centre back zip, is partially lined, and has the classic off the shoulder fitted cut. With a gathered front and mid weight stretch cotton, a comfy fit is guaranteed.
The Moments Shirt is textured and unlined, featuring a collar and concealed front button opening. Also featuring a relaxed fit, that can be tucked in at the back; this is another classic C/MEO Collective piece. The design includes a detachable belt.
The Decided Dress, in pink floral, has an invisible zip on the left hand side, functional Rouleau ties at the back neck and a mid-weight pleated fabric design. The non-functional wrap style and relaxed fit, makes it very on trend.
The Dimension Leather Jacket is a stunning asymmetrical zipped 100% leather jacket. IT features front zip pockets, a single welt internal pocket a button down lapel and zip closure gussets on the sleeves.
Shop these and other looks at the C/MEO Collective online store or visit their website to find a stockist near you.
