Coming to Life Instyle Melbourne will be the fabulous Frith Hucks and her stunning new brand Bay & Fyfe. Already attracting celebrity following, Bay & Fyfe’s limited edition, art inspired accessories will be on show in our First Instyle category. We stole a moment with Frith to get more of story behind the brand…
Tell us about Bay & Fyfe:
We collaborate with artists to creative art-inspired fashion and homewares that people will treasure. Our first collaboration has been with Australian artist Daimon Donwey. Together we’ve created a collection of limited edition over-sized silk scarves.
The reaction to the collection has been fantastic. Some people even get goose bumps when I pull out a scarf to show them. We must be doing something right because Miranda Kerr, Dannii and Kylie Minogue and Nicole Kidman are all proud owners of a scarf from this collection.
The heart of the brand:
Staying true to the art. It’s not about applying it to any old thing and selling it. The art has to be able to express itself on the pieces we create. That sounds all very technical, but it’s not really. It’s just about integrity and not turning the art into a ‘Ken Done’ graphic for the sake of a sale.
We also keep our numbers to a minimum. What we’re creating isn’t essential for the world to function. We’re catering to ‘wants’ not ‘needs’ and for that reason we take it upon ourselves to act responsibility and not mass-produce what we do. Once a piece has sold out, we don’t re-print it.

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