Bazaar Babe ~ Em Gurr

As one of our first ever models to shoot with (think waaaaay back to some of our earliest collections; Harlequin Jewel and In The Sky With Diamonds!) and fellow festival lovin' style muses,  we've gone full circle to have a well overdue catch up with the Sydney-side Creative Director, fashion aficionado and total dreamboat, Em Gurr! We wanted to dive deep behind the Instagram lens and chat about what inspires her when she's in her creative flow — particularly when it comes to her brand own brand JACKLYN, how this tangible creative outlet truly reflects her authentic self and values, and much like us, how much she's hanging out to stomp upon a dusty festival ground! 


Tell us a little bit about you. Who you are, where are you from and what sets your soul on fire?

My name is Em and I would say I’m a creative in many different ways. I'm a Fashion Designer, Stylist, occasional Model and a music enthusiast with no music ability haha. I come alive when exploring nature, blasting some old school tunes and creating new things.

What star sign are you?

I’m a Taurus. 

What would you say was your biggest influence growing up?

I would say old rom coms. I would just idolise over Pretty Woman, When Harry Met Sally and Almost Famous!  

You’re one of our oldest fellow festival lovin’ style muses and we have shot you before in our amazingly retro, unapologetically bold and fun festival styles at the VERY beginning of our brand -- talk us through your modelling and creative journey so far, and how did that inspire you to start a brand of your very own?

Modelling was good fun when I was young. It was a great way to meet all different kinds of creatives. I've always loved performing and taking on new characters and modelling was an outlet for that. I was working in the industry as a model at the time fast fashion was booming and left me feeling rather uncomfortable and confused. I had grown up with a mother and grandmothers who placed such high respect on clothing and quality. My favourite pieces were ones passed down through other hands, so I wanted to create something to bring that value back into the industry and support the change.


 How does your brand, JACKLYN - reflect your personal values and authentic self?

It’s all about small releases, limited stock and high quality. I wanted to create pieces that will stand the test of time, so people have the opportunity to create memories in them and pass them down the line, holding the nostalgic value. I have been brought up to be a very genuine person and Jacklyn is all about being genuine. People and planet over profit.

 Where do you look for inspiration when creating?

Always old magazines, books and films.

We just love your ability to style up outfits in fun and interesting ways that reflect your personality, how would you describe your personal style in a few words and what’s your ultimate style mantra?

Minimal with aspects of intrigue. Exaggerated silhouettes and layering.

We know you love a good festival and we know this “new normal” looks a little different when it comes to watching live music play and we know that is something you just love, much like us! What do you miss most about festivals and if you could go to any festival in the world - where would it be?

Ahhh I know, it's been so hard not being able to listen to live music and have a dance. Well grab me a time machine and take me back to Woodstock pleaseeeee! I’d love to go to a jazz festival in New Orleans — that has been a dream for quite some time. I’d also really love to do the whole Burning Man experience, I’ve heard it’s pretty life changing.

If you could go back to any moment in time what would your ultimate fashion era be?

Ooo Warhol Arts Factory, Studio 54 and the early ‘90s. Big oversized suits and gold jewels!

If you could live in an outfit for the rest of your life, what would it be?

Vintage denim, A big oversized blazer, cowboy boots and a button up white shirt undone. Lots of gold jewels.

So, what’s up next for you creatively?

Just working on new innovative designs for JACKLYN and sustainable practices. I’ll also be taking on a new Marketing Manager role with an iconic Australian denim label. 

Em wears the Petal mini skirt & Little Wing Top in musk.