Not So Hopeless.

"Hopeless Lingerie"

"Be as fiercely independent and unique as you possibly can be." 

-Gabrielle Adamidis

I had a chance to talk with the CEO and founder of Hopeless Lingerie, Gabrielle Adamidis. Combining her  entrepreneurial spirit and her love for beautiful undergarments, she created one of the most alluring  lingerie lines taking over the internet right now.

With her creativity, passion, and drive, she caught my attention. Drawing inspiration from the most unique sources, such as old horror movies, she has been able to create the most romantic memorable pieces.  

The aesthetic and feel behind the brand is hard to beat.  I am featuring photos from her line: 'Blood and Roses' as seen on her website. Photographs credited to: Steph Cammarano.

See more from Hopeless:

Website: Hopeless Lingerie

Facebook: Hopeless Facebook 

Tumblr: Tumbl Hopeless

Instagram: @hopelesslingerie

Twitter:@lovehopeless

Talk with Gaby

Describe your brand in one sentence.

Dark, modern, and romantic lingerie for girls who like horror movies. 

How was your experience starting up hopeless lingerie?

Long and difficult, very much an uphill battle. But I loved every second of it and still do. 

What was the hardest part about starting up your business?

Not having any money. For the first four years I worked multiple other jobs alongside running Hopeless full time - completely by myself. 

The most rewarding?

Knowing that it is 100% the result of my hard work and persistence 

Do you have any formal design training?

Yes I studied Fashion at Box Hill Tafe, I learned a lot about pattern making, grading, and garment construction. In terms of lingerie and working with stretch fabrics I am self-taught, and its been very challenging applying what I did learn at school to such a different medium.

Tell us about your light bulb moment, when hopeless lingerie was thought up.

I had been wanting to start my own brand since leaving high school, my sister Dominique actually thought of the name a year or so before I actually properly started the brand. But the whole aesthetic of Hopeless literally woke me up one night, I sat bolt upright and just wrote out a very messy and rough business plan, and just went from there. 

Had you had any other business ventures before hopeless?

I sold earrings and handbags to a few stores in Melbourne while studying my other degree before fashion. 

Why lingerie?

I love working on small detailed things, and when I started no-one else was really doing handmade lingerie. Also given that I've worked from home right from the beginning space has always been a bit of an issue - lingerie is small so its a good arrangement. 

What makes your designs unique?

I look for inspiration in unique places, and I don't look at other brands to imitate. I always try and make things I haven't seen before. 

Where does your inspiration come from?

Mainly old movies, especially B-Grade movies, but I'm also obsessed with nature and the ocean. I have tonnes of old National Geographic magazines, and love reading about the science of nature and how I can bring that into my work. 

What is your favourite fabric to work with?

Anything sheer, and bamboo. 

Do you remember the first time you discovered really beautiful lingerie?

My first proper bra was bright yellow and from Simone Perele, made from the most beautiful sunflower lace. That was a pretty important moment. 

What advice do you have for the women who don't feel comfortable or confident in lingerie?

Start with beautiful fabrics, and don't wear it for anyone but yourself. Try starting with a simpler pair of bamboo knickers and just sleep in them. Confidence doesn't necessarily mean showing them off or taking photos in them - it can just mean knowing you are spoiling yourself with something special that only you know about. 

The photos and feel of your website are incredible, what is your creative team like? How does everybody involved add to the brand?

Thank you! :)  I usually start with a film and design the collection around that - then the editorial and shop photos will follow from that inspiration. I owe a huge amount of the brands aesthetic to my photographer Steph Cammarano, who always completely understands the look I'm going for and has pretty much the exact same taste as me. We put together a mood board for the shoot and then on the day its very collaborative. 

What is your favourite marketing tool?

Definitely Instagram! I love it. I feel like I get to be a little bit creative with it everyday - which makes up for those days when Im not designing or sewing. I also love being able to speak to people about everything from the brand to social issues, and especially old movies. 

Over 100k followers on instagram, crazy! How did it feel when you broke the 100k mark?

Pretty crazy, and a little stressful hahah, I have to admit I do worry sometimes that people won't like what I post  especially when its inspiration related! But I have to constantly shake that feeling off and remember that I got this far by doing my own thing - so thats what I should keep doing. 

What does a day in your world look like?

On an ideal day I get up at 5.30 and go the gym or boxing class (but to be honest I've missed quite a few of these lately!) - then I have a good proper breakfast usually involving toast, fruit, a smoothie, or yoghurt. I like to try and get emails done between around 8-10am. From there it depends on who is coming in and what we have planned - if its my cutting girl Diana I will plan what she has for the day, or if its our posting girl Emily I will make sure the weeks orders are organised and ready for her to send out. My sister Domi works full time here so we usually have a little chat about what needs to get done, from wholesale to press loans and lots of other things, and I also have 3 other sewing girls and another amazing new girl who is helping with our accounts and web design and managing the office. So once everyone knows what they are doing I will try and sew as many orders as I can - which is usually until somewhere around 6 or 7pm. After dinner I might do a little social media, Tumblr or Pinterest, while hanging out with my partner Nick. Then try and get to bed around 10. As everything is growing so quickly the days just fly by, and there is still so much to do!

Your favourite me-time activity, to wind you down?

The beach, the zoo, or the aquarium, or dinner and drinks with friends. 

Do you have a 5 year plan? If so, where do you see yourself?

Not really! But I hope to still be working hard at making Hopeless into an established brand, maybe not working from the back room of my house anymore!

What has your greatest achievement been so far?

When South Park did a parody episode of the Britney Spears film clip my pieces were used in - so I can kind of say I was on South Park. 

What is your advice to other young entrepreneurs looking to break into this industry?

Learn and study your craft. Don't look at other brands. Be as fiercely independent and unique as you possibly can be. Carve out your own niche, work really, really hard, for a really long time, and you will succeed. Above all, be nice to people. 

What is next for hopeless lingerie?

The next collection is inspired by Volcanoes and old disaster movies. Its all black and I'm really excited.