Meet Geoffrey J Finch – the Australian-born, London-based creative brains behind label Antipodium. Our Sportsgirls Like collaboration with Antipodium is nearing closer, due to arrive instores in September (and a week earlier for our online customers!), so we got the lowdown from Geoffrey on everything from what it’s like to work in London, why he loves Sportsgirl and how he got to know Alexa Chung!
Hi Geoffrey! What made you say ‘yes’ to working with Sportsgirl?
I was thrilled to be asked to work with Sportsgirl – I really connect it with growing up in country Queensland. It’s such an iconic Australian brand and an integral part of our popular culture.
What is your favourite piece in the collection for Sportsgirl?
I’m desperate for the London Fields shorts. When I was at school, Sportsgirl’s madras shorts were a total must-have for all the super modern girls. I hope that my 2011 riff on the classic has even smidgen of that appeal.
Together with Sportsgirl you shot the lookbook in London, tell us about the day…
It was genius. We shot on a rooftop and had the most amazing view over London. Scott Trindle and the team were an absolute dream to work with and poor Hannah Noble was an absolute trooper braving the wind and rain. And the catering was totally delish; I’m still thinking about the flourless chocolate cake.
What is your favourite part about living in London?
The people; especially the freaks. Everyday you’re basically guaranteed to encounter someone that will challenge the way you view things.
At what point did you discover that you were interested in fashion? What was the trigger for you?
I was probably about 5 or 6, scratching the taffeta upholstered counter at Palmer’s Fashion Fabrics. My mum was a dressmaker and I grew up to the sound of the sewing machine.
What inspires you and how do you continue to generate new ideas?
My friends. I’m really lucky to be surrounded by a circle of amazing people. Despite being scattered all over the world we all help each other out and egg each other on.
What is your favourite part about being a designer?
The people I meet and the stories they bring with them.
How did the association with Alexa Chung and Antipodium come about?
Alexa came to showroom with a friend of hers when we were just starting the label. She’d just started on Channel 4 and we got on really well. I had to Google her after she left.
How do you know what will work? By that I mean what is right for your brand at the time?
You just know, but you have to feed yourself properly too: good people, books, art, music, film, food, conversations and experiences.
Tell us about a typical day in your life?
Set alarm ambitiously early. Hit snooze repeatedly. Extra strong green tea. Ironing. Walk through the park to the studio. Email. Production meeting. Catch up on sales, press and admin. Lunch. Design time. More email. Run late to meet friends. Apologise profusely. Over order at dinner. Home. Camomile tea. Read 3 sentences of whatever book I’m reading the time. Fall asleep with it on my face.
What are your aspirations for yourself and for your brand Antipodium?
I want to get really good at yoga. With Antipodium I want to grow further in the USA and then Asia. I’m desperate to expand our menswear, develop an accessories area, move into homewares and open our own concept stores. Best get downward dogging.
Stay up to date with all things Antipodium as we continue to unveil exciting news – including an incredible competition that you will not want to miss! Check back soon!
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Tags: Geoffrey, Meet Geoffrey