Designer pushes boater out

Multi-talented Sophie Donovan's aesthetic is feminine and quirky. Photo / Babiche Martens

Sophie Donovan has turned her personal style quirk into a business, a little hat label called Jam & Bread that sells cute customised boater hats. She began the business in September after joining the Stitch Ministry team as a sales and marketing assistant in June.

"I do a bit of everything from styling, writing press releases to running the VIP events at our concept store in Onehunga which I also manage," explains Donovan, who graduated with a Bachelor of Communication Studies in February. Her aesthetic is feminine and quirky, and she counts labels like A.P.C. and Lover as favourites. Donovan tells us more about her signature style, and why she once dyed her hair fluoro red.

What was the last item of clothing you bought?

A pair of cherry red lace-up boots.

What item of clothing (or accessory) do you want to buy right now?

A light denim shirt for the summer months and some sandals.

Who is your 'style icon'?

Jenny Lewis. She is more of an everyday life icon, she's never overdone but fascinating in every way.

Where do you find inspiration?

From the people around me. I'm a huge follower of street style websites and love to see individual style, and Lula magazine is my consistent infatuation.

Who are your favourite designers/brands?

Stitch Ministry, A.P.C., Lover and Luella.

Who does the best shoes?

Generally I buy vintage shoes but I love Eley Kishimoto's quirky colours and Opening Ceremony's bold shapes.

What's the one thing that you think everyone should have in their wardrobe?

A perfect striped T-shirt.

Where is your favourite shop?

Made on Customs St. I love the chandeliers, the chaise lounge, the clothing and the people.

What is your beauty routine?

A daily dose of avocado and sunscreen plus a fair helping of Smashbox baby pink blush.

How do you define the word "fashionable", what does it mean to you?

Wearing something personal with personality.

What is your fashion obsession?

It changes on a daily basis. Today it's tartan, tomorrow, who knows?

Whose wardrobe would you most like to raid?

Iekeliene Stange. Her amazing vintage pieces and complete confidence are inspiring.

Is there anything you'd never wear?

Sunglasses inside, that's Anna Wintour's territory.

What do you wear to work?

Stitch Ministry statement dresses and knitwear teamed with stockings and various striped items.

What is the biggest fashion/beauty/hair mistake you have made?

I once dyed my hair fluoro red for a Marilyn Manson concert.

What is the best sartorial advice you had?

Dress for your body. I should follow it a bit more closely.

What is your most cherished item?

Anything with its origins from my poor mother's raided jewellery box.

Favourite fashion-y movie, or fashion moment in film?

Empire Records and Penny Lane's crochet crop top in Almost Famous.

Personal style quirk?

Boater hats [Sophie's hats are stocked at Made and Askew].

Most over-rated item in fashion?

Leather jackets. I'm just not a massive fan.

Most under-rated item in fashion?

A glass of Moet after a long fashion week; although perhaps it is not really that under-rated.