Summer in the City with Felicity Brand
Name: Felicity Brand
Location: Sydney
Elka Collective is a brand dedicated to the art of creating clothing and accessories that resonates with women who pride themselves on meticulously curated, uncomplicated style. Our commitment to embodying simple elegance and femininity has seen us come together with a number of incredible women who mirror our brand philosophy.
Last winter, friend of the brand and EC Muse Felicity Brand hosted an exclusive trunk show in Sydney to showcase our new season arrivals. Known for her effortless style and minimalist aesthetic, Felicity Brand is the perfect representation of our brand and an icon in her own right.
To celebrate the launch of our High Summer wardrobe essentials, we once again partner with Felicity to bring you an exclusive Summer in the City photoshoot and interview, where Felicity highlights the immeasurable versatility of our new summer arrivals and talks us through an average day in her life.
EC Tell us about your career so far, what you’re doing currently and why you love it.
FB With over a decade of experience in fashion buying for renowned retailers like Net-A-Porter, Harvey Nichols, and Mode Sportif, I've channelled my global expertise into launching my own consulting venture. My passion for the industry runs deep—some days, it hardly feels like work. I thrive on the fast-paced nature of fashion and ever-evolving trends, embracing the excitement and variety each day brings.
EC Being a creative, what/who are your sources of style inspiration?
FB I like to think of my personal style as expressive minimalism, so I look to stylists such as Alex Carl and Julie Pelipas as they embody both original and effortless chic.
EC Tell us about your favourite travel destination.
FB Travel is crucial for my creative inspiration, so I don’t have a clear favourite—each trip stimulates me differently. I’m focused on exploring new places, with Mexico City, Japan, and the Greek islands of Hydra and Sifnos on my wish list for next year.
EC Words to live by?
FB Less is more
EC Take us through your perfect Sydney weekend.
FB I’d start with some movement, like a solo walk or Pilates, then meet a friend for coffee. Depending on the weather, I’d hit the beach or head to a local market to get fresh fruit & veggies for the week. For culture, I’d head into the city - I really love wandering around the Sydney Modern at Gallery of NSW. I’d end the day with dinner with my partner enjoying some yummy seafood, pasta & wine at one of our favourites - Clam Bar, Bar Copains or Fratelli Paradiso.
EC Favourite Elka Collective looks?
FB The basics from Elka such as the singlets & t-shirts are always on high rotation in my wardrobe foundations as I can style them up or down instantly.
