i am is a fashion label created by Claire Murphy, Brigid Whelan and Polly Epov aiming to distribute high quality clothing at affordable prices.
---
i am does not pretend to be anything we're not. We are not Chanel, we are not Dior and we are certainly not punk rock. The i am woman's predominant aim is to look fresh, contemporary and confident - from the beach, to the office, to the bar. We are about a new culture of fashion which allows women to be anyone they want on any given day - whether it be the boho beach beauty, the edgy street savvy, the sophisticated corporate or the everyday woman who transcends the typical idea of 'everyday'.
i am is more about the woman than the clothes, endeavouring to create comfortable, versatile pieces which subvert trend and overwrite season. All our pieces have been sketched, sewn and stitched using the most creative minds, the most capable hands and the most classic of fabrics. We do not compromise on the quality of our garments - using the highest calibre fabrics matched with a detailed production process.
Our debut range entitled "Sleek Jungle" is a collection of dresses, blazers, shorts, tops and boho pants. It is a collection which follows the story of a woman in the Sydney urban jungle - triumphing the typical everyday 'look' and re-defining the meaning of seasonal trends. We have drawn from an eclectic palette of colours from neutrals - to blocks - to brights. We have used a variety of cuts and shapes, including gathering, draping, tailoring and 'cut outs'.
"Sleep Jungle" is i am's vision this summer and is a collection we are extremely proud of.
---
---
About the i am girls
Claire Murphy: Claire is the mother of i am, bringing three hopelessly close girlfriends together to actualise a label that continues to evolve. From the outset of her life Claire has always led the fashion front - from Esprit polos with matching drink bottles to mastering the art of rolled up Sass n Bide jeans with pink stiletto heels (all the rage circa 2004!). It is the continuing evolution of style that has not only led to a flourishing career in fashion but a sympathetic mind to the most hideous of trends. Claire brings seriously alarming levels of energy and vivaciousness to i am and has a knack for charming the starkest of characters. She famously declares herself a 'big picture person' and as a result does away logistics and the trended 'l' word... logic. Also dabbling in a Business/Phyc degree amidst catering to i am girls everywhere, Claire is i am's sole driver. While this may seem irrelevant - it is the antithesis behind every argument between the trio and the reason why the girls are always notoriously late... "Brigid doesn't know the roads and Polly can't read a street directory". While B brings style to i am and Pol brings creativity - Claire brings a freshness that is synonymous with the girl she is. It is through this freshness and vision that allows i am to continuously thrive as a forging fashion label in Sydney's fashion industry.
Brigid Whelan: Brigid is a diehard fashion designer and has been since her days of OSSH KOSH, Cabbage Patch Dolls and Disney. While most 4 year old girls dream of being princesses and mermaids - Brigid rejected peer pressure and decided that fashion designer was the only thing for her. As she grew up, travelled and got slightly sidetracked by a minor obstacle such as her impending economics degree - Brigid is now finally at peace with her 4 year old compulsion towards fashion. After almost a year travelling in Europe, B was inspired not only by the intensely diverse fashions but a market which is just not catered for in Sydney... and she wasn't talking siestas and beer at McDonald's but a kind of fashion that is fresh, and sophisticated - without burning a hole too far into newly ripped Ksubi jeans. Brigid is often said to be the voice of reason amidst a sometimes 'peter-pan-esque' side show that is the Polly-Claire combo and is famous for her meticulous attention to detail. It is this attention to detail which B brings to every garment designed by i am... and even to Claire's dismal parking ability. 4 year old Brigid is forever alive in the i am label and her business savvy attitude is a trait definitely worth emanating.
Polly Epov: Polly started her first official career in fashion as a model when she was 15. However, with the same wit which sees her through her law degree, it did not take long until she realised that it was the designers, not the models, who ran the show. It was this realisation and dark past in the modelling world that has led to the development of an 'honesty is best policy' trampling Claire's dream to 'bring back the mid-drift' and rejecting any talks of tights as pants. Please don't let the country girl roots fool you - she is notorious for her straight forwardness and is a heated participant in all aforementioned car fights. On another note, Pol suffers a rare case of ADD with alarming compulsions to always be 'out and about'. It is this condition that has created much of who we see as our 'cosmopolitan i am girl' triumphing work, the beach and the bar... although the beach is a tough one. Polly is an abstract painter, integrating much of her 'frustrated artist' disposition into i am and coming up with pieces which are clearly a result of a (highly strung!) creative mind. Pol's creativity and passion has made i am a serious contender in today's fashion industry and has inspired a concept which is at the backbone of i am.
Fashion