True Tribe

Jasmine Gescheit talks comfort and style

Jasmine Gescheit is one exceptionally talented human. She has been running her namesake label, Jasmine Alexa with a cult-following for the last decade. Her comfortable and stylish designs regularly feature in local and international press, and there's no surprise why. We chatted about where it all started and to where we are now – at her latest pop-up shop on Brunswick St in Fitzroy.

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WHEN WAS THE FIRST TIME YOU STARTED DREAMING OF CREATING A FASHION BRAND?

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Honestly? I don't think there was one lightbulb moment. Growing up, I was always that kid who was creating things. I remember sitting with my Mum when she would sew, and I would take the fabric scraps and try to make clothes for my dolls. It was innate in me. I always knew this is what I wanted to do.

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YOUR CHILDHOOD HOME FEATURED IN YOUR MOST RECENT EDITORIAL SHOOT. IT IS THE MOST ECLECTIC, ARCHITECTURALLY-SIGNIFICANT HOMES WE’VE VISITED. HOW DID THESE SURROUNDINGS INSPIRE YOU AS A KID?

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My parents built that house in the 80s, pulling inspiration from Spanish and mid-century architecture in California where my Mum grew up. Set in a leafy, quiet area overlooking apple orchards and paddocks of horses, it was a special place where my imagination could run wild.

Every room told a different story but somehow worked together – bold but liveable. That's where I learned that good design isn't about perfection, it's about creating something authentic. The house gave me permission to trust my instincts.

What really shaped me was the constant evolution. I'd wake up to find the living room completely rearranged or a new artwork on the wall. My mum is incredibly creative, especially at night, and fearless about change. Growing up in a house that was always in motion taught me it's okay to make changes, that nothing has to be forever. That freedom to reimagine became part of my DNA.

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THOSE EARLY JA COLLECTIONS WERE DISTINCTIVELY MONOCHROME. WHAT MADE YOU BEGIN INTRODUCING COLOUR IN YOUR DESIGNS?

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The monochrome era was me playing it safe, to be honest! Then Covid hit. During lockdowns, I couldn't bear the thought of emerging from it all just to wear black and white. I needed colour to bring joy back into life. That's when everything changed. Colour became a rebirth of sorts both personally and with the business!

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I BELIEVE NOTHING HITS TRUER ABOUT A PERSON’S STYLE THAN WHAT THEY WEAR IN TRANSIT. WHAT IS YOUR FAVOURITE AIRPORT OUTFIT?

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Could not agree more! My favourite airport outfit has to be comfortable but also look good. I have travelled a lot this year and every time I have reached for my Ischia Bomber Jacket and Cassis trousers which are a matching set, usually in Plum or Dark Brown. The Bomber has 4 pockets which makes life so easy. Passport in one, phone and airpods in another, lip balm and tissues too! It's utility meets chic, which is basically my dream combination. Plus, you look put-together even after flying for 25 hours!

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AFTER A LONG HIATUS FROM YOUR ORIGINAL BRICK AND MORTAR STORE IN BALACLAVA, YOU RECENTLY RAN A POP-UP STORE ON MELBOURNE’S ICONIC BRUNSWICK ST IN FITZROY. WHAT DID YOU MOST ENJOY ABOUT THE IN-STORE EXPERIENCE?

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The face-to-face connection! I'd forgotten how much I missed the immediate energy exchange with customers. Online is amazing, but nothing beats watching someone's face light up when they find their perfect fit, or getting real-time feedback that makes me rethink everything. Those three days reminded me why I started this – for the human connection, not just the clothes.

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ANY FUTURE PLANS YOU WANT TO SHARE WITH US?

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We're already planning our next pop-up plus some fun events that bring our community together in real life. And something I haven't told anyone yet – we're expanding our category offering. Think pieces that solve actual problems, not just look pretty. But mostly, we're focused on keeping it real, making clothes that work, and not taking ourselves too seriously along the way. The best is yet to come.