Sara Phillips, like a handful of other designers, is beginning the decade with a simple idea. Why not create a collection of clean, modern looks that accentuate a woman and her wardrobe? Not only that, but why not reinvent the classic silhouettes and flattering shapes that we always return to?

Designers who share this pared-down way of thinking inspire Phillips. “There are a few that never do wrong in my eyes like, Calvin Klein, Céline, Chloé and Miu Miu.” It is also her personal aesthetic, “My style is very easy. I am interested in the history of dress, whether it be decades past, or old ways of dressing and putting outfits together.”

She is equally uncomplicated when it comes to the business of fashion. In response to the recent GFC, it is undeniably financially savvy to create a wearable collection, and Phillips is certainly business aware. “I think it’s very important to have a good business plan. At the end of the day no matter how much you love design, fashion is a business.”

Now in her fourth season, she is over the hype of a debut and the expectations of following collections. Her main concern is, “to keep the label steadily growing season by season.” She believes in keeping a brand identity. “The label has essentially remained the same since our first collection.”

Not that she is a one trick pony, far from it. Although the label has a continuing aesthetic, Phillips, “looked at many different inspiration points” for her SS1011 collection. “We usually only focus on one so it was exciting mixing it up a little.” Nor is she predictable. The themes for ‘High Noon’ are, “Art Deco, Miami Vice and [American] western dressing.”