JOURNAL IIII
Weaving stories through style
A Conversation with Aileen Marr
Aileen's career has been driven by a love of fashion and storytelling. Having shaped the visual language of Dolly, Marie Claire, and Grazia, and collaborated with esteemed brands like Calvin Klein and Vogue, she now brings this expertise to Hannah Artwear for the Pre Fall 25 campaign. Drawn to the brand’s effortless craftsmanship and sense of escapism, Aileen fell in love with clothing that comes alive in natural settings, tells a story through print and silhouette, and invites women into a world of colour, culture, and adventure.
What first drew you to the world of styling, and how has your career evolved to where you are today?
I actually started in fashion before the term “styling” or “stylist” existed! We were called “sittings editor” which meant we created fashion looks with the fashion editor which were then styled on models on set of fashion shoots. I always had a keen interest in fashion, having sewn all my own clothes as a teenager and loved pouring over publications like Vogue, The Face, ID and Dolly for ideas to create looks for myself. After a degree in journalism and communication, I started in advertising but soon realised my passion was to work for magazines, ideally fashion. After landing a job as Beauty Editor of Dolly Magazine where I tested my directional skills on beauty shoots and writing all the accompanying articles, I realised this was the world I wanted to be in. A move to New York City led to an exciting time of working for publications like Vogue, Teen Vogue, Conde Nast Sports and styling for projects like Calvin Klein, The Gap, Apple, Nike before returning to Australia to work as Fashion Director for Cleo, Marie Claire and Grazia. Today I like the independence of working on a variety of projects whether commercial or creative.
When beginning a new project, what inspires your creative direction and informs the way you build a narrative through clothing?
It depends on the project. If it’s for a Collection then I studied the style of the clothes and the objective of the designer or brand. For eg, if its a resort collection than ideally weather permitting we would look for a cool location to help build the setting and feel for the collection. Sometimes being out in the elements like the beach or grassy fields can help elevate and make the clothing come alive. Having a creative team of models, hair and makeup and a visionary photographer are all essential elements for a successful outcome.
For editorials, I like to build a narrative often based on a single thread. For Grazia’s Call of the Wild print issue, I collaborated with Swarovski yellow hued crystal jewels evoking the ornate architecture of a hive. We shot the jewels amongst flora and honeycomb with the model Charlotte’s golden hair and alabaster complexion emulating a bee in flight. It’s one of my favorite creative shoots to date.
As a stylist, how do you balance honouring a brand’s DNA while also bringing your own perspective and creativity to the project?
For a brand, I always put their DNA brief first. Who is the Hannah Artwear woman? What are her dreams, inspirations and goals for dressing in the life she leads. If a brand is looking for a fresh approach it’s a great opportunity to offer new creative insights both for the way the garments are styled but also the visionary direction of the photography. Providing a moodboard of inspiring imagery is perhaps the best way to give insight to a client of the direction a project can go.
With the Pre Fall 25 shoot, what atmosphere or story did you hope to capture, and how did you translate that into the finished images?
Working with photographer Adrian Price on the PF 25 was ideal as he has a great eye for natural light and having the model move to help shape the clothes in the natural environment. To me Hannah Art clothing evokes a sense of adventure and effortless earthiness, with their fine silk prints and free flowing ease. Shooting the collection at rock pools and open skyscape especially during the golden hour of the afternoon was the perfect backdrop for the collection.
Was there a standout look or moment from the shoot that you felt perfectly encapsulated the spirit of Hannah Artwear?
Escapism is perhaps the best way to encapsulate Hannah Artwear. For our shoot, the warm sunlight of the afternoon by the remote rock pools where the tide was coming in and the wind picking up provide the perfect setting to capture this spirit. It didn't matter if the clothing dipped into the water or clinged to the model's skin - it only added to the texture and intensity of the sun-drench image.
What excites you most about working with a brand like Hannah Artwear, where artisanal craft and storytelling are so deeply woven into each collection?
I love the effortless artisanal craftsmanship attached to the clothing, how it makes you feel like you’re on a summer holiday. As mentioned before, I can’t help feeling the sense of escapism and calmness with the collection. The relaxed silhouettes are designed for you to transition from beachside or resort, with a simple cover-up layered over a bikini or tank. The innovative prints are fun as you can go all out with multi print head to toe or break up with a tonal pair of linen or cotton shorts, skirt or blouse.
Looking ahead, what shifts in style or ways of dressing do you see women embracing, particularly within the resort and occasion space?
There’s a move towards Bohemian fashion, less boho, more 90s street meets bohemian style in today’s contemporary fast pace moving world. Also a return to colour after a period of nom-core neutrals. I feel women will embrace more of an eclectic mix of colour and print to create a more individual look rather than trends. This style of dressing suits Hannah Artwear perfectly. Whether its a linen print kaftan worn with flats and sculptured dropped earrings or loosen up with a pair of flared denim jeans underneath with a Ilsa Perretti-like pendant and a clashing print scarf worn loosely around the waist or hair, you’ll feel totally together but still at style ease.
If you were to describe the Hannah Artwear woman in three words from your perspective, what would they be?
Cultured, Colourful, Adventurous