It’s pink, it’s sequins, it’s sparkly and, I liken it to what happens inside my brain most days. I’m talking about the cult favourite brand called Dyspnea founded by two cute women, Jameen and Rachel.

We get real talking about the good moments and when things can be quite low, what happens when someone hacks your Instagram, how expensive fashion week really is to participate in and how sometimes it’s about going with the flow, starting small and scaling really slow instead of really fast.

Taking the Leap: Funding the Dream

First things first, let’s talk about the nitty-gritty of starting a business. Jameen and Rachel had to get a pretty hefty loan to kick things off. I mean, can you imagine? Suddenly, it’s not just about creating art anymore; it’s about investing real money and making it work. This was the moment when everything shifted for them. They were not just creating beautiful pieces with smashed mirrors and bold designs; they were building a brand that had to make money and resonate with people.

After their initial success, they took a giant leap into the fashion scene, participating in the renowned Melbourne Fashion Week (MFW) in 2015. This was no small feat, and Jameen remembers how tough it was to secure a spot. She was relentless in her pursuit, calling the event organizers every day until they finally agreed to let Dyspnea showcase their work. Talk about determination!

Behind the Scenes: The Fashion Show Experience

Fast forward to the fashion show, where Rachel whipped up an incredible dress they fondly dubbed “the mother fluffer.” Despite its simple appearance, the creation process was anything but easy. Rachel pulled some late nights, meticulously pinning and shaping the dress to achieve the perfect silhouette. Unfortunately, this dedication took a toll, and she ended up with a migraine the day of the show! Picture this: Jameen standing there alone, waiting for Rachel to crawl out of bed two hours later, heavily medicated but ready to shine. That’s the kind of commitment that makes you root for them!

And honestly, who doesn’t love a behind-the-scenes peek into the fashion world? Jameen recalls feeling a mix of nerves and excitement as they prepared to present their work. Backstage, she was buzzing with energy, especially since she had previously worked in IMG’s content team and was in awe of what they were creating. They brought a unique vibe that was fresh and different from the usual.

Is It Worth the Investment?

Now, let’s get real: Fashion weeks are expensive. Jameen and Rachel admit that they spent well over $50,000 to participate, which is a hefty price tag. But for them, it was an incredible platform that helped elevate their brand and gain international recognition. Of course, they also realized that social media has opened up new avenues for exposure, making them reconsider the traditional fashion show route. The duo is focusing on building a solid business foundation while still keeping their creative spark alive.

After MFW, they had a meeting with Nasty Gal, which felt intimidating at first. They quickly discovered that wholesale wasn’t their thing, as they preferred a more direct-to-consumer approach. With their eyes set on growing their online presence, they turned to Instagram to connect with their audience.

The Power of Instagram and Influencer Marketing

Ah, Instagram—the double-edged sword of the fashion world. Jameen and Rachel poured their hearts into building a dedicated following on the platform. They emphasized the importance of cultivating a real community rather than just chasing numbers. With hard work and authentic engagement, they attracted loyal fans who genuinely connected with their brand.

And let’s not forget about influencer marketing! They initially jumped on board with a PR agency, eager to see their pieces worn by celebrities. But they learned the hard way that timing is everything. A PR push without a solid foundation can lead to unnecessary pressure and high costs. Still, having their designs sported by big names like Miley Cyrus definitely helped elevate their profile, even if it didn’t always translate to immediate sales.

Overcoming Hurdles: Instagram Hacks and More

Recently, the Dyspnea team faced a scare when their Instagram account got hacked. Imagine the panic! After days of dealing with the aftermath, they finally managed to recover it thanks to a connection who knew someone at Instagram. Talk about relief! The experience was a wake-up call for them about the importance of diversifying their online presence. They’re now focusing on building other channels to ensure they’re not overly reliant on one platform.

The Future of Dyspnea

So what’s next for Jameen and Rachel? They’ve shifted their strategy to produce pieces in smaller batches, which allows them to be more sustainable and less wasteful. They’re all about transparency and have made it a point to minimize dead stock. Their monthly sample sales are a hit, giving customers access to unique pieces while clearing out inventory. It’s a win-win!

Jameen and Rachel are continually evolving, not just as designers but as businesswomen. With their focus on community, creativity, and sustainability, Dyspnea is paving the way for a new kind of fashion brand—one that prioritizes art while also being mindful of its impact on the world. Keep an eye on these two; they’re definitely a force to be reckoned with!