Celebrating a new Melbourne-based fashion brand.
Transform is a new Melbourne-based fashion brand launched by Simone Kelly (she/ her) and her 16 year old stepson, Eli (he/ they), after they struggled to find comfortable, safe, locally designed chest binders for Eli.
Eli said they got their first binder in 2020 from the internet, and it was so rigid and hard to get into.
"But once I had it on, and I put a shirt over it, and I was just looking in the mirror, I was so happy and excited. It’s really important that binders are actually comfortable and we couldn’t find that at the time. So when Sim came up with the idea to launch our own, I was so proud and happy and wanted to be part of it," they said.
The result is a line of binders that have been designed for comfort, safety and style – with tucking underwear and a range of outerwear to follow.
Simone said she never set out to start a fashion brand, she just couldn’t accept the injustice of what Eli had to go through every day just to squeeze into an uncomfortable binder.
"It was inhumane. I knew that with a bit of effort we could solve the problem for Eli and many others. I really do believe that comfort is a human right; especially the comfort of being exactly who you are," she said.
Transform is launching a social campaign in February ahead of its product launch in March. The campaign was created in partnership with creative agency, The Open Arms, and film production company, Sapphic Flicks.
The campaign features a music video celebrating trans joy and the power of community while acknowledging the need for resistance at a time when gender is a prominent topic for the culture wars, here and internationally.
The length of the video is designed to address the limited positive trans representation in the media generally. The brand film was co-scripted and produced by Sapphic Flicks, who brought on a diverse trans and non-binary production crew to bring it to life.
Sapphic Flicks co-founder and campaign director, Merryn Trescott (she/ he/ they) says this campaign was an opportunity to tell a story of Trans Joy with Trans, Non-binary and Queer folk in front of and behind the camera.
"It’s vital that Trans people have creative control over Trans stories to ensure they are told with authenticity and safety for all involved; it’s also more fun!” said Trescott.
The film features a cast of six trans masc and non-binary community members trying on different looks at a fashion shoot before heading out into nearby streets and parkland.
They eventually arrive in the city where we see them defiantly posing on the steps of Parliament – a location synonymous with images of events featuring transphobic hatespeech. The cast were selected from an open call out and for most, including Eli himself, it was their first experience in front of the camera.
The film is edited to the track, I Care About You from local trans and non-binary band, Zig Zag
Of making the campaign, Eli said the shoot was great.
"To meet some other trans and non-binary people and know that they've had similar experiences to me, and that I'm not alone in anything.”
Short interview pieces accompany the brand film, with the cast sharing their own ‘first binder’ experiences. More interviews will appear on the Transform website, which Eli and Simone want to build as a go-to destination for resources and education, as well as a safe space for people to share their own experiences of gender identity.
Transform will launch its online store in March, as well as a pop-up store with fittings in Cremorne. Fittings will also be available at the Chillout Festival in Daylesford plus various locations around town.
For upcoming fittings and product information visit transformtranswear.com.au or @transform.transwear on Instagram.
Credits:
Creative Agency: The Open Arms
Production Company: Sapphic Flicks
Director: Merryn Trescott
Cinematography: Flick Smith
Stills Photography: Ella Maximillion
Editor: Jamie Connor
Colourist: Michelle St Claire
HMU: Kaydee Kyle Taylor
Wardrobe: Tyler Whitfort
1st Assistant camera: Tan Slayvèn
Set gaffer: Han Palmer
Production Assistant: Alicia Herrera
Art department: Oosah Kerr
Creative Agency: The Open Arms
Graphic Design: Erin Langford
Music: I Care About You by Zig Zag
