Eletra Turnbull is the owner and creative director of Eletra in Stitches, a fashion label she started during the Covid-19 pandemic a little over two years ago.
Initially, intending to sell face masks during lockdown, she spotted a gap in the market for silk-lined masks in particular. The business soon morphed into sunhats, dresses, tote bags, tops and embroidered artwork. Her primary focus has been designing winter bucket hats made from vintage woollen blankets that she finds in secondhand shops.
Her biggest inspiration for launching her fashion label has been being able to grow her passion for sewing.
“I've always been interested in fashion but as a plus size woman, I have found it hard to find clothing that fit my aesthetic, comfortable but cool. Therefore, I started making dresses and items for myself.”
Turnbull said that her friends and followers on Instagram wanted customised versions of her products and that her business grew from there.
“I'm inspired by making items that make the customer feel confident and beautiful no matter their size, and things that will be treasured and worn for years.”
Turnbull has had a focus on making her products using sustainable materials and uses vintage textiles whenever possible.
“When I do need to buy new fabrics I try to use organically manufactured ones whenever possible. My aesthetic is very vintage floral in general, taking a lot of inspiration from the retro and secondhand textiles I use,” said Turnbull.
“While ‘dopamine dressing’ is starting to become a cliche nowadays, I do firmly believe that clothing is a way to have fun and the right item can lift your mood and give you confidence.”
As an avid fan of vintage florals and with a large collection of her antique fabrics, her inspiration for designs can be found in the various patterns and textures she works with. Turnbull added that some of her favourite designs to work with are patterns from the 1980s and 1990s and that she uses patterns from that period wherever possible.
Turnbull is a self-taught sewer and affirmed that making mistakes is part of the learning process for her.
“You'll always learn from that accidentally weird silhouette or wonky seam and the great thing about sewing (or embroidery as a matter of fact) is that it can always be unpicked or remade,” said Turnbull.
Making and designing what you love and want to wear is something that Turnbull firmly believes.
Having recently taken a step back from the company to assess the direction she would like to take in the future, Turnbull said that she is making her next batch of lush winter hats and that in the future she plans to grow her sewing and embroidery skills.
Turnbull added that clothes should fit a body, not the other way around and that recent changes in the industry are becoming more inclusive.
“Sustainable and inclusive fashion is the only way forward, although I recognise that purchasing and creating that way comes from a place of privilege however every little bit helps.”
