Jasmine Smith, CEO and creative director, believes fashion is one of the most powerful ways to display artistic vision and individualism. RAVEN + ROSE is an Australian-operated lingerie brand that hopes to empower people in their skin.
“Clothing is easy to wear, harder to style, and on another level when used as an expression of ethos.”
Born and raised as a Kiwi, Smith grew up sewing and creating clothing, leading her to study apparel design at Auckland University of Technology (AUT). When she founded RAVEN + ROSE in 2014, she knew she wanted to create a brand that promoted positive body image and sexual freedom for customers.
Smith spoke openly about the trials and tribulations of creating and operating a fashion business. She voiced her opinion on the dedication it took to start a business from the ground up and how un-glamorous it can be.
“Sacrifice is essential,” explained Smith. “You can’t have it all or juggle all the balls of life perfectly. Decide what you will have to give up in order to reach your goal.”
RAVEN + ROSE reached great success in the early stages of operation, featured in Women’s Wear Daily within the first three months of opening and Playboy within the first three years. Her determination to design and create innovative lingerie pieces that show off a body without including stereotypical features such as push-ups and underwires has made her respected within the industry.
Some of Smith’s inspiration comes from notable brands and designers such as Diesel’s creative director Glenn Martens, Nadia Lee Cohen and Andria Aletrari. All three artists have one thing in common: a clear creative vision and the motivation to create pieces that make trends, not follow them. She values brands and designers that create boundary-pushing content surrounding sexuality and positivity.
RAVEN + ROSE has continued to do well in the ever-changing fashion landscape because of its commitment to perfecting the little things and finding new ideas to create and visually explore.
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