Peak Behind the Camargue Curtain
Community
August 18, 2024
In Conversation with Harriet Sutherland
James St (JS), Harriet Sutherland (HS)
There comes a time in life when we all need a little bit of a refresh. For most this is often a fleeting feeling, satisfied by getting that daring haircut you’ve always admired, trying yet another new hobby or buying a new gadget that promises (but ultimately fails) to improve your life – robot vacuum that’s still in the box, we’re looking at you.
But for long term James St resident, Camargue, a refresh doesn’t necessarily mean the past is packed up and forgotten. Rather, to Creative Director and Buyer, Harriet Sutherland, Camargue’s recently launched rebrand is representative of the past, present and future for one of our city’s most enduring brands.
We chatted with Harriet about the history of Camargue and her future vision for Camargue, as well as sneaking in some time to chat creative outlets and personal style because who wouldn’t want fashion advice from one of James St’s most stylish people. Read on for the full story below.
JS: Having recently refreshed the brand, now is the perfect opportunity to introduce Camargue to those not yet in the know. How did Camargue originally come to life?
HS: Camargue was established in 1978 by Shan Bauer and is one of Australia’s longest standing multi-brand boutiques. With the aim to inspire individuality and confidence, Camargue is a window into the world of fashion and a cultural haven for fashion enthusiasts.
JS: What inspired the decision to rebrand after so many years?
HS: After Shan Bauer retired and sold the business to her daughters’ two best friends, Siobhan Bickle and Elisha Bickle, Camargue entered a new era and with that, we have been gradually introducing Camargue to a new audience, whilst honouring its heritage. A brand re-design felt like the perfect opportunity to re-introduce our vision for Camargue and its future as a leading Australian retailer.
JS: Where did the aesthetic inspiration for the revitalised branding come from?
HS: We needed a foundation for our rebrand that would allow for our wide and varying mix of brands to each shine. So, a clean palette was key. I am inspired so much by the brands we work with, so there was no shortage of inspiration. My team and I were then able to create our new look that felt modern but didn’t blend into the crowd. We really wanted to create a brand that spoke to the quality and craftsmanship of the designers we buy but also spoke to our, perhaps, quirky sense of humour.
JS: What aspects of the original brand are being retained and celebrated in the new branding?
HS: I love hearing stories from clients who tell me about something they bought from Camargue, from either 5 years ago through to 30 years ago and still cherish. This idea of the brand being able to transcend trends and remain timeless was a key goal for us.
JS: As a legacy brand Camargue has seen its fair share of fashion trends come and go, what’s a current trend you’re loving and what’s a trend you want to see make a comeback?
HS: Ironically, I am terrible at following trends, but I am loving the Jelly Sandal and Flipflops from Ancient Greek that we have in store and online.
JS: What advice would you give to someone wanting to experiment more with fashion?
HS: Do what makes you feel good, ultimately that’s what we want our clients to feel when they shop with us. I encourage my clients to be brave and to be comfortable.
JS: How do you engage your creative side outside of work?
HS: With a background in fashion design, I have been channelling my energy into my artwork and designs of late.
JS: What are your top three must have clothing items?
HS: Stripe jersey jumper, bold sunglasses, and a good pair of rigid blue denim jeans.
JS: Heels or sneakers, what is your go-to?
HS: I’m a Libra and therefore try live a balanced life of both heels and sneakers. My personal trainer would encourage the latter for my bad knee though.
JS: What's something thing you want people to know about Camargue?
HS: It’s pronounced [KUH-MAGG].
