In Conversation with Jasmine Gescheit

Jasmine Alexa has evolved significantly since its beginnings. Looking back, what do you think has remained at the heart of the brand, and what has changed the most?

What's remained at the heart is that each garment is designed to be uncomplicated and never to compromise on style or comfort. That's non-negotiable. It's in the DNA of every piece.

What's changed the most is me. I started this brand in my mid-twenties. I was completely different then..hungrier, more uncertain, more desperate to prove something. I've matured significantly as a person, and that's naturally influenced the brand and its aesthetic. I'm more intentional now. More confident in what I'm not doing, which is just as important as what I am doing. And it feels like my customers have grown with me and they get what I'm building. 

What have been some of the defining moments that have shaped the brand into what it is today?

Oddly, lockdowns during the pandemic were a really defining moment. It gave me permission to pause and reflect. I stepped away from activewear which had been my comfort zone and moved into daywear. That was a scary shift, but it was the right one. The campaign shoot I did in Ischia, Italy post pandemic was another moment. It was so bright and colourful and that sense of wanderlust. It showed me what the brand could be visually. 

Launching the Panarea trackpants was obviously defining. They've sold out 15+ times now, which still doesn't feel real. But more than that, they proved there was genuine demand for what I was building. Most recently, opening in Soho through We Wear Australian was surreal. It helped to validate the brand in Australia while also introducing it to an entirely new market. 

This year marked a significant milestone as you stepped into Jasmine Alexa full-time. What gave you the confidence to take that leap?

It wasn't confidence per say but rather necessity. I knew the brand wouldn't grow with me giving it small amounts of attention. It needed everything I had. It was definitely scary, and I was absolutely not 100% confident going in. But I also knew there was only one way to find out. So I took the leap and have no regrets.

Was there a particular moment when you knew it was time to fully back yourself and the brand?

There was actually a breaking point. I was running another business at the same time as JA.  I was completely burnt out, and I was genuinely close to closing Jasmine Alexa at the same time of closing my other business. I remember telling myself: give yourself three months. Put everything into JA. If you can move the needle in that time, it's your sign to keep pushing. If not, you tried.

In those three months, everything changed!

What has surprised you most about this new chapter as a founder?

What I am capable of! I surprise myself regularly! What I can design, what I can build, how I can pivot, how I can handle things I never thought I'd be able to handle. It's been a really humbling and energising realisation.

What was it like seeing Jasmine Alexa showcased in New York through the WWA pop-up and connecting with a new audience on the other side of the world?

It's genuinely one of the most incredible highlights of JA's journey thus far. I still haven't properly processed it! Standing at the store and watching people discover the brand for the first time in New York…it felt surreal. To think that eight years ago I was sewing samples on my living room floor! That's not something I take for granted. Every time I think about it, I feel this mix of gratitude and disbelief.

What did the New York experience teach you about the brand and the community you're building?

That authenticity always wins. I was nervous about how the brand would translate internationally, whether the Australian founder story would resonate, whether the brand would make sense in New York. But it did. Because I've never tried to be anything other than what I am. I share the highs and lows. I show the unglamorous behind-the-scenes. I'm founder-led and honest about what we're building.

How would you describe your creative process from idea through to finished collection, and where do you find yourself drawing inspiration from most often?

My customers are my primary inspiration!! I'm constantly talking to them directly (via dm’s/emails etc) so I know them quite intimately, which means I know what they actually need and what gaps exist in their wardrobes.

The creative process usually starts with a conversation or observation and can truly spark from anywhere. For AW26, I was inspired by Helen Frankenthaler and Joan Didion. Both pioneers in their respective fields, and elegant women who carried themselves gracefully. I started sketching, sourcing fabrics that felt right, doing multiple rounds of sampling. It's never about chasing trends. It's always about: does this serve my customer? Does this work in real life? Can they wear it multiple ways across seasons?

How has your relationship with fashion evolved since launching Jasmine Alexa, and what are the qualities you look for in pieces you invest in and wear repeatedly?

I have a much more stringent view on clothing now. I'm surrounded by clothes for work, which sounds like a dream, but it actually makes me incredibly critical of what I own personally. Every piece has to earn its place.

A piece has to work as hard as I do. It has to transition across seasons. It can't be a one-hit wonder that works with three outfits. It needs to be a workhorse that I actually reach for! But most importantly, I have to feel good in it. If I don't feel like myself in it, it's not getting worn, regardless of how beautiful it is.

Looking back, what has this season of growth taught you about yourself as both a founder and a creative?

That my only limits are the ones I set myself!

What feels most exciting about the future of the brand from where you're standing today?

What feels most exciting is seeing the brand grow and evolve, and having my community alongside me while it happens. Yes it would be incredible to hit certain benchmarks or reach certain markets. But what actually moves me is when a customer tells me they've worn the same piece five times in one week. Or when someone says their JA outfit made them feel confident in a job interview. 

That's what's exciting. The growth isn't exciting because of the numbers, it's exciting because it means more people are finding pieces that work for their real lives.