A Sit Down with SOOT
At Medley, we love celebrating the creative visionaries who are shaping the way we think about fashion. One in particular is Edwina, the founder of SOOT, a fashion brand that was born in 2020 with a mission to inject joy and ease into the modern woman’s wardrobe. Based in Byron Bay, SOOT’s designs have always been about more than just clothing—they’re about creating pieces that bring a sense of effortless elegance, inspired by the laid-back yet elevated resort lifestyle. From its early days, the brand has been rooted in creativity, colour, and comfort, but it’s continued to evolve, blending these values with a growing focus on sustainability and timeless style.
Most recently, SOOT styled their latest campaign photoshoot with Medley Jewellery, showcasing the stunning synergy between their bold, vibrant designs and Medley’s organic, timeless jewellery pieces. In this interview, we sit down with the founder of SOOT to learn more about the journey behind the brand, the inspiration for its latest collection, and how each piece is designed to transcend holidays and become a wardrobe staple.
1. Can you tell us about SOOT and the brand journey?
SOOT was born in 2020 with a focus on injecting a sense of joy and ease into the modern woman’s wardrobe. Being based in Byron Bay, there is a pivot to elevated resort wear with pieces being consciously designed to transcend holidays to come. The brand has evolved from its initial launch but at its core remains- creativity, colour and comfort.
2. What are some of the key brand values you emulate with SOOT?
Colour, print and textures are the focal point of SOOT. During the design process, I spend a lot of time researching, mood-boarding, drawing and recolouring ideas for prints, palettes and textures. Ensuring that our shapes are effortless, wearable and unique is also at the forefront of my mind.
3. How do you stay motivated and inspired as a founder? Any rituals or habits that help keep your creative energy flowing?
For me, inspiration comes in waves. There could be weeks where ideas and sketches just aren’t meshing but then an idea could be sparked from something as simple as a vintage garment I have sourced, a runway show or a new exhibition from an artist that I love. There is a lot of trial and error but often I just get a feeling about an idea and run with it.
4. What do you see as being the key trends this Australian summer?
I think there will be shift towards eclectic style, mixed textures, clashing colours and bold graphic prints, statement bags and jewellery. I have noticed this on the runways so I think it will trickle down to street style. I think there will be a move away from minimalist fashion. In terms of colour, I think we will be seeing a lot of vibrant tomato red.
5. What inspired your current season collection?
The Troppo Collection moodboard showcased Hawaiian postcards, vibrant gradients reminiscent of tropical landscapes and intricate patterns of romantic retro tattoos. The inspiration for the collection’s colour palette came from a vintage cloth seen in a textile and costume book by John Forbes Watson. The palette includes aqua blues reminiscent of seascapes and as well as sunset tones. Like all of our collections, our popular silhouettes have been reimagined and blended with our ever-present coastal charm.
6. What’s your take on the intersection of jewellery and fashion in building a cohesive style? How do you bring this into SOOT's designs?
Modern and versatile jewellery is to play the role of complimenting garments to ensure a cohesive style. As mentioned, the intention of a SOOT piece is to be timeless, wearable and of quality, so too should the jewellery pieces styled to elevate a unique look.
7. Which Medley pieces would you pair back with the key pieces from your summer collection?
When I saw the Reflections collection from Medley, I instantly knew that I wanted to incorporate these pieces into our Troppo collection shoot. The organic and timeless shapes of the ‘Dome’ pieces- specifically the Organic Drop earrings, Organic dome ring and Organic drop pendant expressed a distinct visual that resonated with the mood of our collection. I was drawn to the Wabi-Sabi aesthetic of these styles and knew that the sterling silver material would complement the colour palette of our range. It just felt like the Reflections pieces completely aligned with our Spring mood - we had even, coincidentally, cast the same model for our campaign shoots.
8. What advice would you give to someone looking to build a wardrobe and jewellery collection that reflects their personal style?
Take your time - I think it is important to think about an item of clothing or jewellery before purchasing it. Research the designer and the maker. Think about how you would style it with existing pieces in your wardrobe. Look at magazines, Pinterest, runway shows or social media for inspiration.
It’s clear that SOOT isn’t just about creating beautiful clothes—it’s about infusing each piece with a sense of joy and individuality. From the bright colours to the bold prints, every design is an invitation to embrace life’s most playful and creative moments. As SOOT continues to evolve, we’re excited to see where this journey takes the brand. See their latest collection here.
