4 Minutes 33 is an innovative women’s wear label that uses design as a means of communicating poetic expression. By enabling the wearer to develop personal style and individuality, 4 Minutes 33 clothes transcend age, body shape and culture.
Gemma Jameson and Francesca Altenburg are the two designers behind this contemporary, upmarket women’s label. The designers met while studying fashion design at The Canberra Institute of Technology. They both graduated with a Bachelor of Design (Fashion Design) in 2008.
Thinking back on 2013, what goals have you achieved that you are most proud of?
Opening Assemblage Project was a major goal for 4 Minutes 33. It was an idea we had talked about for a long time so to actually put into reality was pretty satisfying. Added to that was the fact that we did a lot of the fitout ourselves and opened one month after making the final decision, so it was a major turnaround. Another major highlight was participating in Fashfest (hard to believe that was 2013). It was fun to be part of such a big celebration of Canberra fashion.
What is on the agenda for 4 Minutes 33 in 2014?
Designing! Designing for Assemblage Project and Fashfest. We really want to push ourselves creatively and make something we’re genuinely excited about and proud of for Fashfest. We also want to continue making 4 Minutes 33 and Assemblage Project as strong as they can possibly be.
What does it mean to you to be participating as a designer in FASHFEST 2014?
We are super excited to be a part of Fashfest 2014. It gives us an opportunity to design garments that can be very conceptual without commercial limitations. It’s also a fun event to be part of as the Canberra fashion community gets to come together, hang out and get excited about clothes and design while sipping on champagne.
A few just for fun: (Gemma)
I would love to travel to… Hong Kong because I am in the mood for a completely different environment.
My heaven on earth is… a good book, a bath and at least eight hours sleep!
If I could have one thing in the whole world it would be… mine and my family’s health because it is necessary to live the fullest life possible.
My favourite designer is… Yohji Yamamoto because he creates a great mood with his clothes and his cuts are beautiful.
The greatest risk I ever took was… when I decided to run my own fashion label. It is an extremely tough industry and we work hard every day for little financial reward.
A few just for fun: (Francesca)
I would love to travel to… anywhere because you learn something wherever you go.
My heaven on earth is… clean sheets or the beach. Both make me feel happy and alive.
If I could have one thing in the whole world it would be… great friends because they have such a big and important impact on one’s life.
My favourite designer is… Vivienne Westwood because the world is a better place for her designs.
The greatest risk I ever took was… when I moved to Canberra to study fashion design at CIT as I had no idea where it would lead.
4 Minutes 33 are appearing at Fashfest 2014. Click here to grab your tickets before they sell out!
