Brigitte MacGowan & Desley Maidment from State Of Escape
Brigitte MacGowan and Desley Maidment are the talented duo behind State Of Escape. Now coming up to their tenth year in business, the international design brand features considered and handcrafted pieces, all made locally with a focus on integrity.
Photography: Courtesy of State of Escape
Desley Maidment and Brigitte MacGowan, founders of State of Escape. Photo: Courtesy of State of Escape
‘Our mission has always been to create designs that transcend the seasons and trends, and we have no plans to deviate from this,’ says Brigitte MacGowan. Photo: Courtesy of State of Escape
State of Escape’s newest seasonal edition collection Golden Hour features a curated colour palette that is synonymous with the brand’s new direction. Photo: Courtesy of State of Escape
The Sojourn bag from State of Escape. Photo: Courtesy of State of Escape
Each State of Escape bag complements one another, telling a cohesive story about a chosen lifestyle. Seeing a woman going about her life, carrying one of our creations, is very gratifying,’ says Brigitte MacGowan. Photo: Courtesy of State of Escape
H&F: Hi Brigette & Desley – when did the idea first come about to start State Of Escape, was there a lightbulb moment?
Desley: Brigitte was the catalyst for the design and concept, and I had said to her in the early days that I felt she was on to something and I would love to help her build a business around it. Coming from both a corporate and small business background, including having worked across fashion for many years prior, I felt we had an opportunity to combine our skills and experience and create something special, which we have done. It has been an incredible journey.
Brigitte: Yes. Firstly, the discovery of the fabric and then after months of sourcing, cutting, sewing, unpicking and resewing, one night I looked at ‘the’ bag and knew this was it. I sent Dee pictures hoping she was as excited as I was. It seems crazy in hindsight that it took so long to resolve a single bag, but we knew if we were to start this business, we had to create something totally new and never seen before. It was really important for us to feel passionate about and proud of what we designed. Close to 10 years later and the Escape bag is still the cornerstone of our collections.
Do you have a disciplined studio routine and any rituals to help keep you focused?
Brigitte: I wish ‘disciplined’ was in my routine vocabulary. For me creativity comes in waves and once in deep thought I block out the world as to not be distracted. It’s a process of experimentation, problem solving and elimination to finally come to what I believe to be the best design solution. I create free of embellishment and use as few components and processes as possible, which creates its own complexities.
As a designer/maker, what’s the best lesson you’ve learnt along the way?
Brigitte: To have a distinct aesthetic and to not let anyone sway you. In a business of constantly changing trends and the insatiable appetite for newness, you need to stay true to what you believe. It’s easy to fall in line with industry demands, but it’s not sustainable for the planet or your business, and you just end up blending in. Our mission has always been to create designs that transcend the seasons and trends, and we have no plans to deviate from this.
What are each of your roles in the business?
Desley: As CEO, my responsibility is to oversee the business in terms of driving profitability, seeking the right local and international partners to grow and continue to scale our operations. I oversee our organisational structure and I ensure that the implementation of our strategy is aligned across functions, in order to achieve key business goals. Brigitte and I have always had our roles and expertise clearly defined, which has allowed us both to thrive, in step with the growth of the business. We trust each other implicitly and whilst we now both live abroad, we remain extremely connected and aligned.
Brigitte: Creative Director – I set the vision for product development and design all products. I’m really hands on and I make the initial samples on my sewing machine in my studio here in New York. Alisa, our Product Developer extraordinaire, creates the tech packs and we work with our local maker in Sydney. I also work very closely with our Communications team on our brand presentation. Really anything creative is my role.
State Of Escape has been a brand that has stood the test of time - how has your vision and the brand evolved through the years?
Brigitte: We still strongly believe in our philosophy of designing beautifully simple, functional and collectible pieces. Our product was created to inspire women to go about their daily lives with ease, confidence and style. We’ve never wavered from this and our community has come to trust the products that we make. So, our vision remains strong but the brand has naturally shifted and changed as we’ve become part of a larger global community.
‘Brigitte and I have always had our roles and expertise clearly defined, which has allowed us both to thrive, in step with the growth of the business,’ says Desley Maidment. Photo: Courtesy of State of Escape
‘What I always loved about our brand from its inception, and what we have stayed true to, is a sense of simple effortless style,’ says Desley Maidment. Photo: Courtesy of State of Escape
Pieces from State of Escape’s newest seasonal edition collection, Golden Hour. Photo: Courtesy of State of Escape
Photo: Courtesy of State of Escape
“We planned for each stage of expansion and never had to compromise on our ambition to stay Australian made, protecting the quality and longevity of the brand.”
‘Close to 10 years later, the Escape bag (pictured) is still the cornerstone of our collections,’ says Brigitte MacGowan. Photo: Courtesy of State of Escape
How would you describe your personal aesthetic - does it cross over in your work?
Desley: Definitely! What I always loved about our brand from its inception, and what we have stayed true to, is a sense of simple effortless style - and always elevated. We lead active, ever-changing lives, and having a design-led product that crosses the many facets of my life is paramount.
Brigitte: Yes. I only design products that I would also love to wear, so they are really one and the same. The biggest shift in my personal aesthetic has been colour. Having now worked with a rainbow of colour, I’ve come to love it and its various applications – such as tonal and unexpected pairings.
What/who influences your work?
Brigitte: Influence for me came from growing up in Western Australia with a mum with two fashion boutiques and a furniture store. My parents travelled to Italy on buying trips and we were surrounded by beautiful Italian products. The fabrics, textures, colours and impeccable design really ingrained my appreciation for quality and set me on my own creative path. The fact that my whole family, some 30 plus years later, still wear clothes from the boutiques and have furniture in our homes, is testament to the longevity of good design.
What’s been your biggest sacrifice?
Desley: Sleep!
Brigitte: Time. I feel like I live, breathe and sleep this brand.
How has your community shaped you and your work?
Desley: Living and working amongst talented, curious women - both in Australia and abroad - who seek to discover, who are open-minded and adaptable, has inspired me to persist in striving for the better. Each and every day I am driven by the pursuit of new opportunities, and motivated to continually evolve as a businesswoman.
Is this your dream job?
Desley: One hundred per cent. I love the variety and the challenges it continually affords me, the connections I have made over the years, the opportunities to travel, explore and learn. Whilst it’s not always a “dream” I feel extremely privileged to work in a business that fosters innovative thinking, respectful business practices and ongoing adventures.
Brigitte: Yes. To be working with a team of amazing women and a business partner who I trust implicitly makes it a dream. Not to say that it doesn’t come with a lot of challenges, but with each other’s support and a good laugh, nothing feels insurmountable.
What drives you as a designer to keep exploring new ideas?
Brigitte: I love the creative process, it’s frustrating and at times it feels like you’ll never quite get there, but when you do the rewards are so great. Each State of Escape bag complements one another, telling a cohesive story about a chosen lifestyle. Seeing a woman going about her life, carrying one of our creations, is very gratifying.
What is a good piece of advice you’ve been given or would give?
Desley: It’s an oldie but a goodie: trust your gut.
Brigitte: Early on, someone that we greatly admire told us not to be in a hurry - to grow the business organically. With this we became very protective of the brand and learned to say no. We planned for each stage of expansion and never had to compromise on our ambition to stay Australian made, protecting the quality and longevity of the brand.
What’s been your biggest professional success?
Desley: Building our incredible team at State of Escape. They are like family now. We have a group of dynamic, passionate and aspiring women. They are the backbone of State of Escape and embody the values and beliefs of the brand. The team has enabled Brigitte and I to continue to push forward and realise the dreams of the brand and business.
What’s in store for State Of Escape this year?
Desley: Where do I begin! We have a range of exciting initiatives underway for the business including new distinct collections in our product pipeline, innovative international distribution openings, a committed sustainability journey being mapped and there are several new brand partnerships and affiliations underway. It’s a significant time for State of Escape, as we look beyond to 2024 and our 10-year anniversary.