This International Women’s Day, we’re celebrating the women behind some of our favourite New Zealand brands. First in the series, we sit down with Emma Winter, founder of La Tribe, to talk about her journey, creative inspirations, and what fashion means to her. From daily rituals to career advice and must-have pieces, Emma shares an inside look at life behind the brand.

Tell us a little about yourself – what keeps you busy? What do you do?

I'm Emma Winter, the Creative Director at La Tribe. My days are a mix of designing collections, collaborating with creatives on brand strategy and managing the business side of things - including financial forecasting. Then, of course, I head home to my biggest role - being a mum to my three kids. Life can feel chaotic at times but I find that staying present in each moment helps me stay focused. I also prioritise small, meaningful self-care rituals - whether it’s a morning walk, yoga or simply watching the sunrise with a coffee. Those moments bring a sense of balance to the juggle.

What does a day in your life look like?

My three-year-old usually starts my day at 5 am by jumping on me - he’s full of energy and keeps life entertaining! Once I get to the office, it's all systems go! Right now, we’re deep in the design process for La Tribe’s Resort ‘25 collection which launches in November. One of the wild parts about fashion is how you’re always working so far ahead - designing next summer’s pieces while you're literally still living in this summer!
I head home about 5pm and it's all about family - dinner, bath time and bedtime stories. If I can squeeze in a workout at the end of the day, that’s a win!

What inspires you?

I find inspiration in people - conversations, different perspectives and new ideas fuel my creativity. I have a curious mind, so I love listening to podcasts, reading and spending time with friends, discussing everything and nothing. Travel is another constant source of inspiration, as is nature - especially the ocean. I’m drawn to tonal colours which work well in footwear and you’ll often see that reflected in our collections.

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

Ever since I was young, I always had a desire to create something of my own, though I didn’t quite know what that would be. Originally, I planned to study psychology, but I took a year off and ended up working in retail - and that completely changed my path. I fell into fashion by chance and I’ve loved it ever since. Eventually, my husband and I started a footwear distribution business together, which led to La Tribe. Life has a funny way of unfolding in ways you don’t expect.