You know how you make these friends via Instagram and you've never actually met them but talk with* them more than your actual, real life friends? Yeah well, that's how this story all begins.
*DM a stupid amount.
Earlier this year, one of those Insta friends we're talking about approached us with an idea to collaborate. It all sounds well and good and if you know JRC well enough, you'll know we love a collaboration. But, this collaboration was different and probably the most random thing we've done as a business/most people have heard of. It was between us (a start-up fashion label) and Kalfresh Vegetables (a vegetable farming company west of Brisbane). How on Earth will this collaboration even work?
Fast forward a month or two (and one millions DMs) and here we are sitting in our (then tidy) office with a broken down air-conditioner waiting for said Insta-friend to arrive. She arrives, her name is Gen (which we already knew but we're sure you've been wondering) and her brain works in almost the exact same way as ours. We dream up the BIGGEST ideas known to man and decide right there and then that we can definitely make this fashion label x vegetable farming thing work.
Did we just become best friends?**
**How good is Step Brothers?
To be completely honest, the months between then and now are a bit of a blur. We designed our little hearts out and Gen (and her team) worked their absolute butts off. The end result...the WORLDS FIRST*** ever runway in a carrot field.
Carrot Couture (as we named it) was held on Saturday just gone, the 15th of June. 180 fabulously dressed guests arrived to be seated smack bang between 2 fields of vegetable crops. The clouds threatened us with rain so we kicked off the fashion parade to unveil the first ever look at our Vegetable Edit collection. All of the guests totally embraced the fun (and the banger playlist, thanks Jools) and were clapping, dancing and singing along as our models took to the runway. Within 5 minutes of the fashion show finishing and the guests making their way back to the shed, those 'threatening' clouds decided they'd threaten no more and instead deliver us a downpour of rain. It sounds disastrous but with deliciously cooked local food by Kate Raymont of The Vintage Pickle and the carrot (yes, carrot) beer and champagne flowing thanks to 4 Hearts Brewing and Witches Falls Winery, the afternoon was actually perfect, we even ending up with a full rainbow!
Photos by Sarah Marshall @eatlocalweek
As we said, the wines and beers were flowing which ultimately means the dance floor was pumping come 6pm which is when the event officially ended. Guests left with a full tum, a smile on their dial, a new piece of JRC before they were released online and a reusable shopping bag full of veggies thanks to Kalfresh.
As for us, we had the absolute best time and the event was everything we had dreamed of. Our hearts are still so full and you really can't wipe the smile off our face as we sit here thinking about. A huge shout out to Gen @genwindley and the team from Kalfresh @kalfreshveggies for taking a chance on our little label and working ridiculously hard to pull off our favourite event to date.
Can we do this all again next year?
Couldn't make it to our Carrot Couture event? No stress. We're hosting our Spring Launch Party on Sunday 8th of September in Fortitude Valley. Stay tuned to our socials for ticketing info.