Concrete Playground Meets Adele Frost

Adele Frost is the face of the 2012 Mercedes-Benz Fashion Festival. From the camera to the catwalk to the clothing rack, Ms Frost has all layers of the fashion industry covered. She's a young, fun, busy lady who calls Brisbane home and she caught up with us to chat about modelling, music and a mutual love of our beautiful Brisbane.

Tell us, how did you crack the fashion/modelling/beauty/design industries at such a young age?

Things just seemed to flow from my interest in fashion. I was about five when I first stepped onto the catwalk and I just loved it. The early photographs still make me laugh when I look at how seriously I took it when I was only young. I was discovered by Dally's when I was in high school in Townsville which is how I met Jodie Bache-Maclean, and she has really encouraged me in my career. I moved to Brisbane, finished high school and really began modelling then. I've always loved fashion, looking at fabrics and designing and making clothes. I'm constantly thinking about designs that I can create or how I can style my wardrobe.

What does it take to become a successful model?

I think you have to love travelling and enjoy the whole process. You also have to enjoy a very unstructured routine. You never know where you will be working next or how long the next assignment will be. You have to be able to go to castings and enjoy the company of other models. Casting agents, whether for fashion parades, still photo shoots or television commercials, always have a vision of what they are wanting to create. You really have to make the most of all the experiences you get along the way and often you will be asked to walk or to act out a role according to what the goal of the casting is. It can be an extremely rewarding profession.

What's the best thing about living in Brisbane?

Brisbane is a fantastic base to work from. Brisbane has a wonderful climate and although it is a large city, it is still very easy to get around and get to places. We are close to the coast and I love the beach. It is a very liveable city, affordable and full of wonderful fashion and designers. And, if you have to travel a lot it's a great departure point. I love the nightlife, the restaurants, the shops and the different sports you can get involved with here. We're really lucky to be able to live in a place like Brisbane which has so many offerings and is so accessible.

Where are your favourite places to shop in Brisbane?

I love the Valley and most of the fashion shops there as well as Myer, West End and the new Wintergarden.

Who are your favourite local designers?

I can't really think of any local designers that I don't like. Darb Couture and Paul Hunt design exquisite wedding and evening wear, designers like Pia du Pradal and Tengdahl design beautiful race and formal day wear. I love Akira's simple and delicate designs and then my other local favourites include George Wu, Francis Leon, Ash To Gold, Easton Pearson and Bora. We have so much choice both from our fantastic local designers and then all the high end European brands that have a presence in Brisbane.

Can you tell us a bit about your new fashion label?

Friends of the Heart is a directional, alternative label, designed for men. Initially it was targeted towards the music industry, being casual and quirky. We're nearly a year old now and we have focused on being in cool, interesting boutiques, rather than mainstream fashion houses. We are stocked in Dirtbox and Angus Black in Brisbane (my two favourite mens shops)!

Why menswear?

There seemed to be a bit of a gap in the market for menswear that was casual and cool but not mass produced. It just seemed to evolve very quickly from an initial concept.

What inspires and motivates you?

Art, music and fashion have always inspired me. I am my own motivation and have always got some new idea or plan to move forward with.

What music pumps you up before a show?

At the moment I'm loving Flight Facilities, Parachute Youth and Santigold.

What can our readers expect from the Mercedes-Benz Fashion Festival this year? What are the highlights?

The Mercedes-Benz Fashion Festival is, as always, a showcase for our young designers so that's always a must for anyone interested in seeing the emerging talent in Brisbane. The Treasury Casino is going to be a wonderful backdrop to the Mercedes-Benz group shows showcasing all our established and highly respected local designers. Queens Plaza, the Myer Centre and the Brisbane Arcade are all showcasing collections of their retailers at different venues throughout the city centre. Then there are the wonderful hats from The Hat Box and jewellery from our local, talented jewellery designers. Swimwear is another must-see event.

I'm also looking forward to the working studio glimpses we are going to get to see in the 'Behind the Seams Tour' and of course, the very social High Teas and Cocktail events scattered through the week-long festival.