Locally designed brand focuses on slow fashion

INSPIRED by nature and seeking raw beauty, Zerafima is a brand of luxury resort and ready-to-wear clothes born in Little River, Geelong.

The boutique clothing brand explores the connection between femininity, nostalgia and the earth, and presents timeless and thoughtful collections that take a slow fashion approach.

The brand launched in November and featured a diverse collection of cotton and linen beach dresses, edgy denim pieces, luxury rib knitwear, swimwear separates, leather jackets, saddle bags and hats.

Designer and owner Libby Pettit said the label is very inspired by her connection to the Surf Coast and her Geelong upbringing.

“I just love how everyone gets behind locals in Geelong. It’s such a good sense of community down here,” Pettit said.

“I grew up in Geelong and live at a family property in Little River. I lived in Melbourne for a few years – when I started an activewear brand , but moved back to Geelong during COVID when I sold my activewear brand in 2021.

“I think this brand is completely relevant to the Surf Coast.”

“It’s a resort brand that I have designed to target the “sea and tree” lifestyle changes.”

With a neutral colour palette of burnt rust, dusted tan, cream and nude and denim, lace, shirring and pintucks, collections at Zerafima are made to be timeless.

Self-described as “refined, relaxed and romantic” Zerafima seeks to uphold a slow fashion philosophy, with well made, timeless pieces that can be worn on repeat.

Aiming to reflect country and coastal living, Zerafima is directional lifestyle label targeting the “Sea and tree change “ trends post Covid, inspired by the earth and the Australian landscape.

Each collection is limited addition and made in small batches, to be sold locally.

Pettit said the first ever Zerafima collection reflects her own fashion style.

“I purchase high-quality, well-designed pieces that I’ll wear and love for seasons.”

Like many new Geelong and surf coast residences, Pettit moved back to Geelong during Covid to escape the city, work grind and in search for a more balanced lifestyle.

“I think a lot of people in Geelong can relate to this story and now need the wardrobes to match.”

Pettit said the Newtown launch event was a huge success, hosted by designer Libby Pettit and well-known local fashionista, Bernadette Dzwonczyk and backed by the creative community, local shops, brands and other designers, with approximately 75 Guests attending the first launch and a second launch in Ocean Grove planned after such a successful night.

The most popular piece of the day was the Freya Bag, selling out in almost two hours.

Zerafima is available to purchase via the Zerafima online store, via an Australian online store The Iconic as well as small boutiques around Geelong and the Surf coast.

Visit the Zerafima website at www.zerafima.com.au . or follow @zerafima_official on Instagram or @zerafimaofficial on Facebook .