All about Soma
A raison d'être.....
The philosophy of every Australian designer represented on Soma is to create something that is truly unique and beautiful. All pieces are limited edition, Australian designed and made.
About Soma Fashion creator, Davina de Witts
Davina realised early on in her fashion career that mainstream fashion is less about creativity and more about trend analysis:
"Fashion companies, at least in Australia, are not fashion forward. They rely on sales reports from their retail outlets and on trend analysis from overseas markets that are a season ahead. Which is fair enough, since the companies don't really want to make a mistake and miss-judge the market place, especially when they are making thousands of pieces of one particular style.
"But what that leaves for the designer is a decision making process aligned with the direction of the company, rather than a real opportunity to create something fresh. This means we as consumers get, season after season, more or less slight variations of the same global fashion theme with a varying scale of quality.
"What I love about the Soma Fashion concept is its grassroots approach. The independent designers who contribute to this website instigate trends here at home. They are fashion forward thinkers, since the first place they look is personal preference, not overseas trend analysis. The result is ingenuity in design; something that gives us identity, not merely in a personal sense, but globally as well."