Lara Fells of St. Agni

This International Women's Day we're celebrating by putting the spotlight on the women behind some of our amazing brands.

A newer brand to the Superette International Brand, St. Agni is an independent, Australian design studio, founded in Byron Bay by Lara and Matt Fells - The studio explores contemporary wardrobing through considered design and precise tailoring, that speaks to a minimalist aesthetic.

We caught up with Lara Fells, Co-Founder and designer of St. Agni to discuss all things from what she's most proud of to what's next for her brand.

What did you dream of being or doing when you were younger?

I always wanted to own my own business, I was interested in making my own clothes and loved creating things. 

In college I wanted to study Architecture. I really appreciate a well-designed building and how the architecture affects the way the space can make you feel. Ultimately I’ve always been interested in design and how great design can influence your life. 

What is the most important piece of advice you have been given?

When I was young my mum once told me, "The hardest part of making a career for yourself ischoosing what you want to do."

This really stuck with me and I still reflect on that often, trying not to overthink decisions and just go for what you really want, one step at a time. 

What are you most proud of?

I'm most proud of my boy's Jude (6) and Jean (2). 

I have so many career achievements that I'm proud of but nothing is more rewarding than the first time Jude wrote his name or watching Jean learn to count - nothing can beat that feeling.

What does Fashion mean to you?

I tend to think of Fashion as more of a trend focused word. I prefer to use the word Style. Style is about developing a sense of self and staying true to your own aesthetic. 

Name your top three favourite pieces from your collection that’s currently available at Superette?

1. Soft Arc Bag - Black

2. Organic Cotton Baby Tee - White

3. Fold Trousers - Black 

What are you looking forward to this year?

We had a huge year last year, opening two new boutiques. This year I’m really enjoying the everyday things.

I'm hoping to shoot a campaign in NYC with my sister, Paris who is our brand manager and also go on an “inspiration trip” with the design team to Japan. I'm really looking forward to those trips and focusing on fulfilling myself creatively. When things are so busy it feels like there is a lot of output so I'm looking forward to feeding that side of my creativity.