Shereen Huber Manikinn Interview

Shereen Huber Manikinn Interview

The History of Manikinn
After seeing a gap in the market for mid price point fashionable clothing, and noticing that there was a great divide between cheap quality garments and high quality label fashion, Manikinn was established by Shereen Huber in late 2009. After originally starting as an online store, which featured garments, sourced from all corners of the globe, Shereen noticed that Manikinn was destined for bigger things. As a result of increased demand, a growing database and support from local and national media, Shereen became Manikinn's sole designer in early 2010. Today, Shereen not only designs each garment, but she also oversees the production at the Manikinn manufacturing factory in Bali, Indonesia. As a result of Manikinn's continued growth, the brand is seen on some of Australia's hottest celebrities including Sophie Monk, Jessica Mauboy, Jennifer Hawkins and Ruby Rose and is stocked in over 40 stores nationally. Manikinn has also recently opened their very first Pop Up Store in Mt Lawley, Perth and combined with its online store, sells to customers all over the world including the UK, US, France, Germany, Japan, Singapore and Hong Kong.

The Manikinn Vision/Objective
The vision of Manikinn is to create affordable and easily accessible clothing for the everyday girl/woman. Manikinn endeavours to stay ahead and on top of trends and aims to translate these looks straight from the runway to the street. The objective is to produce wearable high street fashion forward, unique clothing.

The Manikinn Inspiration
With Shereen traveling a lot due to her music, she has been immersed with fashion from all over the world. But her one favourite style destination is Paris, which will always hold a soft spot in her heart. Her love of the Parisian architecture, lifestyle and culture - have combined together and inspired the unique and chic Manikinn range.

The Manikinn range includes jumpsuits, skirts, slouch pants and layered dresses which can all be found at the Manikinn website: www.manikinn.com

Interview with Shereen Huber

Having been involved in music and singing her whole life, Shereen's music career began in 2006 - after meeting Songwriter/Producer Audius on a plane to Sydney. After moving to Sydney to pursue her music dream - she completed an album in early 2010 and was signed to EMI Taiwan. After extensive traveling to promote her album, Shereen's love and interest in fashion was ignited. It was never something that she thought she would pursue professionally but after giving friends and family fashion advice and always being asked to accompany friends and family in their shopping adventures- Shereen realised that fashion was something which she not only enjoyed, but also had a knack for. Shereen also has a double degree in Behavioural Science and Commerce with a major in Marketing, making her the perfect business savvy woman and entrepreneur.

Question: Do you think that online is the way of the future for the retail industry?

Shereen Huber: The retail industry is definitely evolving and online is becoming more popular and in a sense the way of the future. Due to busy lifestyles and people being time poor, online shopping is more accessible, convenient and fast. Online stores now offer a shopping experience that can compete with a physical shopping experience without leaving your home or office and I think that is highly appealing to people.


Question: Why do you think Australians prefer to shop online than in store?

Shereen Huber: I think Australian's prefer to shop online as you can shop on a worldwide scale without leaving the country or even your home. Shopping online allows Australians to access up to date fashion and trends and most of the time at a better price point than purchasing locally.


Question: What are three of the biggest trends at Manikinn for the coming Spring Summer 2011/12?

Shereen Huber: More of our fab prints, of course! We will be all about stripes, tail hems and wide leg pants.


Question: Can you tell us about the Manikinn t-shirt collection?

Shereen Huber: The Manikinn t-shirt collection takes a staple and transform it into a fashion statement piece. Our tee collections have bold prints and take inspiration from all around the world.


Question: What inspires you when you are designing for Manikinn?

Shereen Huber: My biggest inspiration come from all my travels, most of my prints have come about on a trip overseas. When I am on the road I always have my design book and camera in toe and I make sure I document what I am drawn to. Inspiration comes from architecture, language, food and people.


Question: Can you tell us about your background and what lead you to be the designer for Manikinn?

Shereen Huber: Funnily enough I don't have any formal training in design or fashion. I have a double degree of Behavioural Science and Commerce, the business aspect of my study has definitely aided the running of my business. I have always sung and a few years ago I signed with EMI Taiwan and then signed with Summit Records in France due to the opportunities I was given to travel for my music I began to source fashion around the world. Pieces of a puzzle started to come together, I started with just buying which turned into an online store which then evolved into manufacturing and then wholesaling and now we do all of that as well as physical retail.


Question: What does a typical day of work involve, for you?

Shereen Huber: There is no such thing as a typical day for me! It can be anything from designing, developing marketing strategies and advertising campaigns, book keeping to social networking tasks.


Question: Professionally, what design are you most proud of?

Shereen Huber: I would have to say "The Origami Outfit". This was a piece I designed for the "recessionista" in all of us and the "traveller"! It is one item that can be worn three different ways- as a pair of pants, a jumpsuit and a dress. Absolutely perfect for someone that is on a budget; just add some different accessories each time you wear it, it's a new outfit! Also, a must have for any trip. You can pack the one item and get three outfits out of it! It is a staple in my suitcase!


Question: Describe your favourite outfit:

Shereen Huber: My favourite outfit at the moment would be a pair of pleated wide leg pants and crisp shirt tucked in and a pair of pointed heels with a pop of colour.


Interview by Morgan Sutherland and Brooke Hunter.