Across a decade of creating pared-back wardrobe essentials, Byron Bay label St Agni has become synonymous with effortless sophistication. Here co-founder and creative director Lara Fells reflects on the last 10 years and talks through the brand’s new Resort ’25 collection, punctuated with soft leathers, silver detailing and a new print inspired by her nonna.
Tell us a bit about yourself and your role at St Agni.
I co-founded St Agni with my husband Matt 10 years ago. In the early days, we both wore many hats, but I naturally gravitated towards design, marketing and the overall creative direction, while Matt focused on finance, logistics and operations. Now, as the creative director, I oversee all aspects of our creative vision. We’ve made a conscious effort to bring in talented individuals who can bring skills to the business that we don’t have. My day-to-day varies – it could involve reviewing designs with our team or meeting with interior designers to plan a new store layout. I thrive on the problem-solving and diversity that my role offers.
Describe the brand in five words.
I’d describe St Agni as independent, minimalist, considered, tailored and contemporary.
It’s St Agni’s 10-year anniversary, tell us about some of the highlights from the past decade.
I have many fond memories from the past 10 years: partnering with some of my favourite stockists worldwide, participating in Australian Fashion Week and opening our Sydney and Melbourne stores last year. One moment that really stayed with me was when we were setting up our Paddington store. It was late at night, and Jack, our general manager, and I were unpacking in the store. We overheard a girl walking by, telling her friend how St Agni was her favourite brand and how excited she was about the new store. It’s strange but hearing someone speak so genuinely about the brand, not knowing I could hear them, really moved me.
What can we expect from the Resort ’25 collection in terms of shapes, fabrics and detailing?
The Resort ’25 collection is all about creating a crisp, fresh aesthetic. We’ve achieved this through the use of papery cottons, soft leathers and fluid stretch-viscose fabrics. A standout feature is the introduction of an atlas print inspired by an heirloom skirt passed down from my nonna, Agni.
The design team also explored intricate folded details, which you’ll see in the paper-bag pants and thoughtfully designed pockets. We’ve also reimagined classic pieces, offering a minimalist take on the traditional leather bomber jacket and designed soft tucked dresses with ties at the back – deliberately avoiding bows to maintain a sleek, streamlined look.
In accessories, the collection features silver leather pieces that add a polished, modern freshness and complement our signature woven leather accessories.
What were the inspirations behind the collection?
While some collections are more conceptual, for this one, we really wanted to capture a feeling. Designed as a Resort capsule, it feels true to us. The inspiration was about evoking the sense of crispness and freshness you feel on the first day of spring. Our mood board was filled with references of crisp cottons and fold details inspired by Japanese origami.
Are there one or two pieces that stand out for you?
I’m particularly fond of the Cocoon Leather jacket. We began with the idea of a classic leather bomber and stripped back all the details, removing the traditional elastic and zippers to create something more refined and minimal. The result is a piece that feels both modern and timeless – embodying the essence of understated luxury.
What about the lookbook shoot – what was the brief for that and how does it represent the collection?
Although this was our Resort collection, I aimed to move away from the typically expected “resort” locations. The Brooklyn rooftop drew me in because it offered the perfect blend of city energy with a serene, elevated atmosphere. We collaborated with Aussie photographer Claudia Smith and stylist Elly McGaw to capture the essence of the collection in NYC. The casting process was effortless – when I saw [model] Sylke Golding, I knew immediately she was perfect for this collection.
St Agni is known for versatility and adjustability. Tell us about why this is important.
Adjustability in clothing enhances versatility and increases functionality across seasons – making it a valuable feature. St Agni customers seek longevity in the pieces they invest in and appreciate the ability to wear them in multiple ways.
What can we expect to see from St Agni in the next 10 years?
While we don’t have a specific 10-year plan, our focus remains on continually refining and enhancing the brand. This year, we’re excited to open a new store in Bondi and renovate our head office. Looking ahead, I’m excited about the possibility of expanding internationally with stores overseas, but we’ll take it one step at a time and see where our journey leads us.
Shop the Resort ’25 collection online here.
This article first appeared in Domain Review, in partnership with Broadsheet.
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