A Twist on Tradition
AN EXCLUSIVE Q&A WITH THE INNOVATOR BEHIND THE AUSTRALIAN LUXURY BRIDAL LABEL MADE FOR RULE-BREAKERS.
By Katelyn Rutt
Photography by Emily Abay Photography
Motivated by her own challenges finding a non-traditional wed- ding dress, Kyha Scott set eyes on the runway—working to create a brand that softened the borders between bridal wear and fashion. After 12 years, major growth, and flagship stores in Melbourne, Sydney, and New York, there’s a lot on the horizon for KYHA Studios.
Scott’s brand features two fashion-forward labels: KYHA and Chosen by KYHA. The latter offers made-to-size and ready-to-wear wedding dresses and separates with dazzling fabrics and showstopping silhouettes. Her designs have been donned by a host of glamorous, unconventional brides including the likes of the Bachelor’s Laura Byrne.
We spoke with the founder and creative director for a LUX-exclusive look into her design process, favorite emerging bridal trend, an exciting launch, and more.
HOW WOULD YOU DESCRIBE YOUR LABEL?
“Modern minimalism meets considered maximalism is how I like to describe our creations.”
ARE THERE ANY SIMILARITIES BETWEEN YOUR DESIGN STYLE AND YOUR PERSONAL STYLE? “There is definitely a similarity to my style. Our more effortless, relaxed pieces and tailored separates, even when they’re heavily embellished, are a strong reflection of my personal aesthetic.”
WHAT SETS YOU APART AS A DESIGNER?
“Consistently working to disrupt convention and remaining unflinchingly true to our core aesthetic.”
WHERE DO YOU GAIN INSPIRATION?
“Travel, travel and more travel. Seeing and experiencing new things. I love to immerse myself in new cultures and surroundings, and it’s such a strong source of inspiration for me. I also find meeting new and interesting people very inspiring. Understanding a different point of view and the world through others’ opinions and likes always fascinates me. When I wasn’t able to travel through the pandemic, as Australia had a travel ban for many months, I had to start looking at art and architecture to keep my creativity humming.”
COULD YOU WALK ME THROUGH YOUR DE- SIGN PROCESS FROM START TO FINISH?
STEP 1: “Every collection starts with a concept. It might be as simple
as a graphic. In our recent New Wave collection, I was inspired by a lineal wave pattern I created and it was the basis for our beading. Or, it might be as nebulous as a city or beachscape. From there I build out. The wildest designs are at the beginning of my creative process, then I step out from there.”
STEP 2: “I intentionally design too many pieces and then work with the team to refine and narrow down. Naturally as the collections develop, some surprise me and exceed expectations, and others don’t. It has to spark excitement for it to become a part of the resolved col lection.
STEP 3: “The final line up is briefed into the development team and we spend several months developing and refining each style.”
STEP 4: “Once we have an approved fit and style, they are briefed to our makers for production.”
STEP 5: “Finally we shoot a campaign in a location that is always tethered to the theme of our collection. For maximum impact, we aim to launch with striking imagery captured by our deeply-respected partners.”
WHAT IS THE MOST IMPORTANT LESSON YOU’VE LEARNED IN YOUR TIME AS A DESIGNER?
“To trust myself and my instincts. Every time I move away from my gut, often due to a very practical reason, the outcomes almost always disappoint.”
AND THE GREATEST REWARD?
“The most rewarding part of being a designer is seeing my creative vision come to life—and creating pieces that are so meaningful for our customers.”
WHAT IS YOUR FAVORITE BRIDAL WEAR TREND?
“Black lace is about to have a moment, and although I am not normally a lace person, I love that it’s a fresh take as a naked look. It’s totally different from the stylized 70s cut-outs we’ve seen dominating recently.”
WHAT’S NEXT?
“There are big things coming for our premium label, KYHA. I can’t say much, but I am excited and challenged by what’s on KYHA’s horizon. Expect to see more in January.”
