The buzz around Australian fashion has been growing louder over the past few seasons, and one of the "it" labels is Joveeba. Designer Alison Cotton creates clothes for the everyday girl, one who is "imperfect, open and authentic". The lovely Ms. Cotton took some time out of her busy schedule to participate in our designer interview series.

How did you get into fashion design?
By complete accident. It seemed like a good idea at the time … just like the John Farnham song

What is the first thing you designed (personally or professionally)?
A really tragic pair of patchwork trousers for a portfolio I was building. They have since been binned.

When did you launch your Joveeba?
Seriously, in 2006

What inspires you / your work?
Music, art, surfing, my bestie KT, love.

Describe your AW’11 Collection.
This season is all about spirited, thoughtful and wearable things that you need in your wardrobe right now. Inspiration is drawn from the idea of scouring racks of clothes in a boutique and pulling out an amazing piece and saying to one’s self “ I Need You “. So, with that as our ethos behind this collection, we used the “ I Need You” litmus test on all the pieces for AW 2011.

This season we also introduce you to a more inspired and luxurious Joveeba, with the inclusion of 100% merino wool pieces, super soft leather styles, exclusive prints, and intricate beading and embroidery techniques that give a unique but beautiful edge to our easy boyfriend inspired silhouettes.

What is your favourite piece from your AW’11 Collection?
The Ultimate Boyfriend Blazer and the Walk On Leather Leggings. (Boyfriend Blazer pictured above).

Did you have a personal soundtrack or a favourite album that you listened to while working on AW’11?
I always have music going from when I first get up in the morning till I literally shut my eyes at night. Im always looking for new music to listen to but during this range I was feeling a bit nostalgic and was rotating a lot of The Doors, The Rolling Stones and Jimmy Hendrix.

What area of your work do you enjoy the most?
Shooting the collection just before we begin selling it. This is where I really get to tell the story of the range and it is equally satisfying and relieving to wrap that day and know that for a few hours I can be content.

What is the most difficult aspect of your job?
I couldn’t possibly list one, as there is far too many! Let’s just say I’m like a fireman, putting our fires all day long.

What is the most surprising thing that has happened to you as a designer?
Being recognized and stopped in the street by teenage girls. Very weird.

If you could collaborate with any designer / artist / musician / etc. on a single project, who would it be and what would you do?
I’d love to collaborate with a retail giant and do a diffusion line and I want to do a duet with Ben Harper.

If you could design a wardrobe for any one person (past/present/real/fictional), who would it be?
I would love to dress Kate Moss. Who wouldn’t?

How would you describe your own personal style?
Disheveled but spirited

What is your favourite item in your personal wardrobe?
At the moment, some boyfriend Nobody jeans that I have had for literally 100 years that are now so torn and distressed that their lifespan is not going to be too long now.

Where do you shop for clothes when you're not wearing your own designs?
Online, it’s the only thing I have time for … net-a-porter, shopbop and like most kids, I love American Apparel.

What is on your current fashion wishlist?
Karen Walker sunnies, CK underwear, and some amazing YSL wedges.

What fashion trend would you not be caught dead in?
Anything with those padded big Balmain knock-off shoulders. I honestly would just look ridiculous.

What is the one item that every woman should have in her closet?
A great black blazer. Takes any outfit from boring to sharp just like that

What is your favourite thing about the city you live in?
That there is everything I could possibly want in life here. The ocean, fashion, music and culture. Sydney has it all.

If you couldn’t be a fashion designer, what other area of interest would you like to explore?
I would be a rockstar because I like to think I can hold a tune, although I’m sure my friends would disagree. Failing that, a writer.

What is next for your label?
We have just put out a denim line, and we are working on shoes, bags and accessories … We are building an empire. Watch this space.

Visit: Joveeba