Aussie Fashion Darling Secret Squirrel Spills It

By Felicity Loughrey
May 25, 2011

Bri Cheeseman is the creative force behind Australian fashion label Secret Squirrel, a Sydney-based brand getting lots of global blog mileage from vintage-inspired vintage clothing Websites Sally Jane Vintage, Leibe Marlene and Daydream Lily, among others.

“Yes!” squeals Cheeseman. “We’re really feeling all the blog love. We spend a lot of time reading blogs and blogging ourselves [over here]. It’s a great way to connect with other ladies who love similar things to us. Most of the time we just stumble over blogs that have posted about us and it’s a lovely surprise.”

The Australian fashion blogger, along with her boyfriend Andrew Prince, started Secret Squirrel six years ago. “'Secret squirrel' was a phrase we used to say with our friends to describe something good that was usually hidden or not well-known. It could be anything from a great restaurant to a short-cut around town.”

Secret Squirrel

Vintage clothing designs from the Secret Squirrel fashion blog

Cheeseman’s vintage inspired fashion label is no longer a style secret—the business has evolved into a grown-up range of fashion trends like seasonal prints on maxi-dresses, leather tunics and must-have wool coats. Part of the design line's appeal is that you don’t have to be super skinny to wear their on-trend pieces. “We try to design our clothes with real girls in mind. We’re not stick figures ourselves and like to look great in our clothes, so we design and make them accordingly. Our focus is firmly fixed on making classic, wearable, beautiful clothes that can be worn for longer than a season.”

Secret Squirrel, Winter 2010 fashion trends (via YouTube)

Cheeseman, who just launched the Secret Squirrel online clothing store, has nearly completed her (southern hemisphere) summer 2011-12 collection. Under the working title Botanica, it's inspired by old English gardens and female landscapers of the past. The range includes a print collaboration with top jewelry designer Elke Kramer, whose top fashion accessories can be found at Opening Ceremony in New York and Los Angeles.

Secret Squirrel

Secret Squirrel

While designing the Secret Squirrel clothing line, Cheeseman finds inspiration on eBay. “I love looking through eBay stores and seeing the effort girls go to style and model vintage pieces. It’s a good example of how presentation is everything when it comes to selling clothes online. I also love checking out vintage fabrics. I first used eBay a few years ago, and it started what was a small period of crazy bidding on things. My first purchase was a vintage ceramic swan vase, and I seem to remember there being a bidding war with another buyer for it.” Cheeseman's favorite eBay purchases so far include a brown Onkaparinga (Australian wool) duffle coat, a vase for holding a single stem and a guitar pedal for her boyfriend.

Australian magazines Frankie and Shop Til You Drop

Cheeseman and Prince's home has been featured in Australian Magazine's Shop Til You Drop (photo by Craig Wall) and Frankie (photo by Julia Schauenburg).

When searching the online marketplace, Cheeseman's go-to eBay search keywords are “vintage vase” and “vintage mannequin." “I also like to type in ‘vintage dress’ or ‘vintage skirt,’ but only when I have a lot of spare time on my hands because you can just look for hours through people’s stores when you have a search like that.”

Does she have any eBay secrets to share? (You know, all secret squirrel-like.) “I think the best way to go is just make your bid early and not get drawn into a waiting-until-there-is-five-seconds-to-go situation. Whenever I have done that, it has ended in disappointment.”

(images provided by Secret Squirrel)

An Open Secret: Bri Cheeseman of Secret Squirrel’s eBay picks

Roll over items for details

Rachel Comey Sandals

(buy it now price, $185)

Minnetonka Fringed Boots

(buy it now price, $49.99)

Diptyque Candles

Jo Malone Orange Blossom Cologne

(current bid, $62)

Etcetera by Sibella Court

(buy it now price, $28.40)

Bat Plant Seeds

(buy it now price, $4)

"Around the World in 80 Gardens" Monty Don

(buy it now price, $20.61)

Wood by Andy Goldsworthy

(buy it now price, $43.11)

"The Sartorialist" by Scott Schuman

(buy it now price, $15.13)

Swan Vase

(buy it now price, $20)

Aussie Fashion Darling Secret Squirrel Spills It

1. Rachel Comey Sandals: "Because great sandals can be so hard to find! These are a little retro-looking, which I like, and the black and cream combo will go with everything."

2. Minnetonka Fringed Boots: "I know fringed boots have done the rounds and there have been some ghastly versions over the last few years, but I have a special place in my heart for these little guys, especially the brown ones. That brown! I love it."

3. Diptyque Candles: "We are always burning candles and incense at home and find it stimulates the creative spirit. These Diptyque candles are divine and last really well."

4. Jo Malone Orange Blossom Cologne: "I wear this fragrance and love it! It's so fresh and summery and really does smell exactly like orange blossom. Wearing it always makes me feel happy."

5. Etcetera by Sibella Court: I love this book. It has been a great companion through the design of many of our collections. Her color combinations are really inspiring and her eclectic, relaxed sense of styling is how I would love my house to look."

6. Bat Plant Seeds: I" have never bought plant cuttings or seeds from eBay, but love the possibility of it. This particular plant has an incredible flower that looks like the head of a bat."

7. "Around the World in 80 Gardens" DVD: T"his is a fantastic series of amazing and interesting gardens around the world, hosted by gardening guru Monty Don."

8. Swan Vase: I have a small collection of swan vases which are perfect for holding masses of hydrangeas. This one is lovely – yellow outside and pink inside! Our next range is inspired by plants and flowers and gardening and flowers are a constant in our house, so interesting vases are always something I'm on the lookout for.

9. "The Sartorialist" by Scott Schuman: Great little street style book by Scott Schuman. I love his blog and am always inspired by the women he shoots.

10. Wood by Andy Goldsworthy: "Another great reference book. I have this at home and love it. The sculptures in this are beautiful and the construction makes the mind boggle."

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