Jasmine Gescheit, the founder and designer of new Australian activewear brand Jasmine Alexa talks to Strong in Style about her monochrome designs, women that inspire her and the ‘this is me’ campaign helping break the stigma around mental health.

 

What made you start Jasmine Alexa activewear?

Jasmine Alexa was born out of my own frustration with not being able to find clothes that suited my busy, active lifestyle. I realised I was not alone in this quest, so I set out to create my own range that combined the comfort and function of activewear but with the style and elegance of daywear, allowing me, and subsequently others, to transitions throughout the day in ease. Pieces that can really be ‘lived’ in.

 

The aesthetic is minimal and monochrome, where did your inspiration come from for this collection?

The minimalist and monochrome aesthetic is part of the brand DNA. It will always be entirely black and white (with a touch of grey), focusing on the use of textures rather than colours. And then translating this restrained colour palette into design that are purposeful and uncomplicated. I have intentionally made this a core aspect of the brand as this aesthetic is timeless, allowing itself to stand up to the ever changing trends we see in fashion. You never hear that monochrome has gone out of fashion right? It is important for me to design timeless pieces. I do not want to be part of the fast fashion movement where you were 100 t-shirts 1 time, instead of 1 t-shirt a 100 times. I want to create those pieces you wear over and over again, and minimalism and monochrome allows for this.

 

What is your favourite piece from the collection?

The Make Your Move puffer! It has been my saviour this winter.

 

What can we expect from the next collection?

I can’t give too much away, but you can expect to see more performance focused pieces, plus an exciting addition of using recycled polyester made from plastic bottles. You will also see more white over black (a J.A first!)

 

Tell us a little about the ‘this is me’ campaign?

‘This is me’ is very close to my heart and aims at building a community of strong, fearless and brave women to break down the taboo walls of mental health. To give you a bit of background, the campaign stems from my own personal struggles. I struggled with low self-esteem which subsequently transitioned into anorexia and depression for most of my teenage years. The strength it took me to love myself again and to have some compassion, proved to me that there was hope, and I vouched to myself that I would one day try to help others who might be going through something similar. After a long and slow recovery, I am sticking true to my promise and this is the very reason I started ‘This Is Me.’

Basically, ‘This is me’ is a platform on the Jasmine Alexa website where people can openly share their stories about battling mental health. It is an open dialogue where you can also read other people’s stories too. Nothing is taboo or off limits. It normalises the discussion and creates a safe place for people to go to. Alongside this, I have also created a mini ‘This is me’ range inclusive of t-shirts, sweatshirts and leggings. All proceeds of these items go to Headspace Australia, the national youth mental health foundation.

 

Who is inspiring you at the moment?

My sister! She is just about to submit her Phd after 3.5 years of solid work. I have watched her tirelessly work away on her passion without ever complaining once. I am in awe of her and it has definitely inspired me to be persistent even whenever I’m feeling in a slump.

 

What instagram accounts are you loving at the moment?

Diet Prada, The Fat Jewish and Yotam Ottolenghi

 

What is your favorite workout?

Currently it is F45! I am obsessed!

 

What is on your playlist as you exercise?

Disco music! I’m the biggest sucker for disco. My current playlist (I’m listening to it while I write this) has George Benson, Earth Wind and Fire, Aretha Franklin, Toto, Roy Ayers and the Doobie Brothers to name a few.

 

If you hadn’t started Jasmine Alexa what would you be doing now?

Good question! I have always had an interest in the human mind and how it works, so if I hadn’t started Jasmine Alexa, I would be doing psychology.

 

Jasmine Alexa is available on jasminealexa.com and fashercise.com