Creative director and founder of S/W/F Boutique & Desiree Deravi
Bali has provided endless opportunities and nurtured my vision every step of the way. It will forever hold a place in my heart.
Tell us your story – how did you get here?
The path to creating S/W/F Boutique was certainly an unconventional one. I have always had a love for fashion and was creative from a young age, however, I am (at great surprise to many) a qualified Podiatrist by trade. Following a trip to Bali where I connected with an expat community that was brimming with creativity, my brand vision became clearer and the possibility of starting my own fashion line became a reality. S/W/F Boutique was born, and the island very quickly became home.
With no industry experience (and naïve to the challenges ahead), I relocated life to the island. Everything about creating a collection was new to me – sourcing fabrics, the technical terms (sewing, patterns, sizing, etc) workers and shipping. It was a baptism of fire, but I embraced it head on, teaching myself every step of the way. I made more mistakes than I can count, managing imposter syndrome while tackling a constant stream of challenges. Every lesson has informed the life I live today, so given the choice, I would not alter one step of my journey so far.
What accomplishment are you most proud of?
The pandemic was undoubtedly testing for everyone – emotionally, physically and of course financially. As a small business, we were forced to pivot – quickly – to keep the business afloat and most importantly, keep my staff employed. I learned something new about myself as a businesswoman; the capacity to reinvent oneself, or a brand, is imperative to remain relevant. We managed this with success and have continued to navigate the brand upwards despite a tumultuous economic climate and rising cost of living. While for a moment it seemed the worst of Covid’s impact was over, this is not the case, with 2022 to 2023 proving our hardest year (financially) to date. The ripple effect continues, and it’s something we’re working through every day.
In 2022 – straight out of Covid – we launched my namesake brand, DESIREE DERAVI, which has been somewhat of a slow burn, but is growing from strength-to-strength with impressive (unpaid) influencer traction and the imminent launch of Collection 02.
What impact have you made in Bali?
Home for over 10 years, the island has been incredibly good to me and so I give back to the community wherever I can. We employ all local artisans, celebrating their traditional practices and techniques (such as hand created tie-dye), and ensuring a low impact footprint with only natural fibres and non-toxic dyes. Our Bali factory offers above minimum wages and a safe, comfortable work environment for men and women alike.
What does the future look like for you?
Organic brand growth continues as a top priority for my team and I – always ensuring we remain true to both brands’ DNA. Expansion in the US market is a focus and an exciting area of growth for us. My energy is focused on a strong start in these new territories while evolving our team and expertise around the world. Further to this, it would be a thrill to see S/W/F Boutique in a major Australian department store, and/or DESIREE DERAVI stocked with an online retailer.
What do you love most about Bali?
I feel extremely grateful to live on this island. Not only are our local artisans some of the greatest at what they do, but they are typically kind, gentle beings who have expanded my creativity and inspired a deeper spiritual connection with “self”. Postcard landscapes and wonderful food experiences are in abundance, and while that intangible sense of freedom has been somewhat tainted by Covid, the ability to run your own race without judgement remains. Bali has provided endless opportunities and nurtured my vision every step of the way. It will forever hold a place in my heart.
In your opinion, what does the future of fashion look like?
The future of fashion in Bali is really an open book. The unrivalled talent of our locals continues to draw a thriving community of international artists and designers looking to expand their minds, techniques, and creative output. I do foresee a greater focus on responsible manufacturing for people and the planet, a space where we are all constantly evolving.
Who is your Local Legend and why?
Michaela MacDonnell, the founder and director of Bali talent and production agency, BaliStarz. Working on the island for over a decade, Michaela has really elevated the level of local production with a growing book of world-class models and creatives. Her experience is seen and felt across every production.