How lockdown and the work-from-home revolution changed the way we dress

Posted on 9 June, 2022

Launching her new clothing and lifestyle boutique—Sissa Sorella Collection—in the midst of a pandemic may not have been ideal, but Kate Dawson made a very savvy prediction about the sorts of clothes, shoes and accessories she was going to specialise in.

And as it turns out, they fit perfectly with a post-lockdown lifestyle.

When Sissa Sorella Collection opened in Campbell 5 last November, Kate planned a very specific niche for her sister fashion store to the Deakin shoe flagship.

The effortlessly chic Kate had been asked by shoe customers for years to stock a clothing range, and she set about bringing her vision to light in a bright and airy space on Provan Street, which has quickly become Campbell’s most cosmopolitan strip.

Kate always wanted the store to be about relaxed and effortless dressing, a step up from the clothes you put on for the gym, but more fun and functional than the suits you wear to work.

The irony is, Kate seemed to hit the nail on the head in terms of clothing demand in the new work-from-home society.

“I do think the changes brought about by COVID have changed the way we approach getting dressed to leave the house, and I would say that our clothes do fit in to a more relaxed lifestyle where you want to feel good and look good, but you don’t want to dress up and you won’t be sitting in an office all day.”

She stocks smart casual, ready to wear, easy to wear, and lifestyle-oriented pieces that can easily translate from Zoom meetings to coffee with clients.

“Ultimately I want my customers to get good use out of these clothes, to find pieces which are versatile and comfortable, but which are also beautiful, and which make them feel happy to be seen around the city.”

This is not always the case when one is caught running errands in athleisure…

Kate spent a lot of time sifting through conversations with her customers about where the demand was for clothing in Canberra.

“Through conversations I was having with our Deakin customers it became clear that there was an opportunity in Canberra for elevated casual clothing that is wearable, approachable and feel good, clothing for the every-day, not just for special occasions.

“I was also mindful that there are already some really wonderful clothing boutiques in Canberra, of which I am an enthusiastic customer! So I deliberately looked for brands which were not currently available in Canberra, to try and work in with the Canberra scene.”

Sissa Sorella Collection is home to a selection of contemporary labels from loved brands including Morrison, Once Was, Pol, Soleil, Luna, Zoe Kratzmann, Dea and  Arlington Milne to name a few.
Kate specifically seeks to support some inventive Australian brands, not otherwise represented in Canberra.

She also puts enormous energy into engaging with her customers to the point where they ask Kate to source specific items for them so that they are buying locally not from a large online retailer.

“Campbell was designed to have a different experience to Deakin, and we intentionally wanted to create an experience for our customers to move through the store in a relaxed and open way, and we have tried to include all our favourite things about shopping and none of the irritations.

“Both Campbell and Deakin have the same focus on providing friendly but not intrusive service in luxurious, warm and pink surrounds!”

Meanwhile the additions of homewares, including candles by Byrne and Love and glass and ceramics by Marmoset Found and an enviable collection of fashion and design-centred coffee table books means it is hard to enter the store and leave empty-handed.

Even if shoes are your weak point, the Campbell store has a completely different selection to the Deakin range, so they specifically complement the clothing range.

Kate keeps her customers happy with large and private change rooms and extends her expertise to a range of events including fashion parades and champagne shopping events in store. Stay tuned for seats at some private and exclusive style dinners Kate hopes to run later in the year.

And while Kate firmly believes in the power of touching, feeling and trying on items in order to settle on the perfect piece, she also understands the appeal of online shopping and has dedicated considerable time to building Sissa Sorella’s online presence.

“We have worked extensively on our website this year, uploading hundreds of products for 24/7 shopping! We also organise regular styled shoots so people can see how our clothes and shoes look on the body rather than flat lays and so we can provide several photos on the website and social media.”

“There is a place for online, it is convenient and practical for many reasons. But there is nothing like trying on a feeling the way a garment makes you feel in real life.”

Just look for the touch of pink on Provan Street.