We recently caught up with Brianna Murphy, the lovely founder of HERA Denim – a Melbourne-based label that makes jeans that fit women's bodies.

How did you get started in fashion? I’ve always wanted to be a fashion designer. I started sewing before I can remember (learning from my mother), and at school I chose any subject that could relate to fashion. I completed a Bachelor of Applied Science in Fashion Design at RMIT University, and then a Certificate in Styling and Couture at Melbourne Fashion Institute.

What did working in the bridal industry teach you about designing clothes? I could see how transformative it was for women to finally experience clothing that fit their body shape. You see, having your wedding dress altered and tailored to fit is necessary and common, but having your everyday clothes altered, not so much. It also showed me that almost every woman floats between sizes – and thinks something is wrong with their body because of this. But the problem actually lies in the clothes!Tell us about the journey of HERA. The research and planning began during our first lockdown in 2020. I spent months talking with women to learn about their shopping experiences. This was key in validating HERA Denim’s unique selling point: jeans that fit an hourglass or pear-shape figure. (This was also my own personal fit problem, so I knew I could make some amazing jeans for these women!) After that, I met with suppliers, created the branding and developed a website. I started developing the first pair of jeans in the beginning of 2021, and launched them in October 2021. The whole process took so much longer than I expected, but that time spent planning and researching has helped me get a much clearer picture of what HERA Denim is and what it will become.

How are your jeans designed and made? They’re designed and developed by myself. I work closely with local pattern makers. The prototypes are made out of a muslin fabric, then sampling is completed by our manufacturers. The sample jeans come to me to try on myself and on my fit models. I review and critique the fit, the fabric, the wash colour, threads, sewing quality and other relevant details. There are usually three or four samples made for each new style, and minor adjustments are made each time, before a pair of jeans is ready for bulk production.

What does your daily routine look like? I honestly wish there was more routine to my work life, however I have a five-year-old and a one-year-old who isn’t in day care yet. My routine is extremely varied. Last week, for example, I was out on a lake with models and photographers shooting a new style. The next week I was in Melbourne meeting with one of my manufacturing partners, and a mentor the day after. Other times, I’ll be at home writing marketing content or filling out my balance sheets. I try to keep some structure on the days I’m focusing on work by writing a daily task list in the morning, and I keep a fresh mind by taking a midday walk with my husband.

Tell us about the rest of your team. It’s made up of contractors. I have a few different pattern makers in Melbourne, along with very skilled manufacturers in Melbourne and Japan. It would be remiss not to mention the incredible support from the local community – so many people have been kind enough to volunteer their time and talents.

What strategies are you using to get your brand out there? We've been mostly engaging in outreach with fashion influencers who have strong alignment with our brand values. We also reach out to publications (like frankie) to build brand exposure. Part of my brand strategy is for HERA Denim to grow slowly and organically, allowing time to evaluate which methods connect best with our customers.

What’s your next big goal? I want to host an event where women can try on jeans. This may look like a one-night event or a weekend pop-up shop, where women can see the jeans in real life, touch them and try them on.

This interview originally appeared in Strictly Business. For more small-business stories and exclusive interviews, sign up to our monthly e-newsletter.