FASHION

As SF Designs celebrates 5 years of design excellence in the world of Second Life fashion, I caught up with the owner and designer of this outstanding brand, Swafette Firefly. So what makes this highly talented designer tick? Come with me as we find out ...

LM: What brought you to Second Life?

SF: A friend who I knew from another 3d world called ‘cybertown’, told me about SL and the creative possibilities.

LM: What has your Avatar history been like in SL?

SF: I started off exploring different places and really wanted to build, so attended a few classes in game. I enjoyed meeting people from all over the world and became involved with a nightclub where I hosted and djed, the music was another element of SL I loved. People asked me to make mens clothes because I had been designing in the other game and slowly I started building up a shops worth. I really wanted to be able to afford my own land to build on and the aim of the shop was to fund that. I had no idea that 5 years later it would take up all day every day lol. I’ve thoroughly enjoyed watching all the creative developments in SL and taking on the challenges of learning new things as they came along like sculpties and flexies.

LM: Did you know you wanted to be a designer in SL from the outset or did the decision evolve over time?

SF: I had no intention of setting up a business. I knew I wanted to create but I wasn’t sure what and I really had no idea I would be able to make money out of it till much later. I also had no idea how much like RL business it would be with networking , advertising and marketing being so important.

LM: How did you get into the SL designing business?

SF: Mainly because there was so little men’s clothes around and friends asked me for some.

LM: What is it about SL you enjoy the most?

SF: Meeting people from all over the world, the live music events., creating things for people to feel good in or at least their avs do :)

LM: What is it about SL you dislike the most?

SF: Well as much as I enjoy meeting all the lovely people of SL , I also dislike the rude people of SL and there are plenty as in RL I dislike the rudeness and impoliteness of some people, the aggressiveness of some and of course the copybotters and creation theft.

LM: What motivates you/keeps you motivated?

SF: Those people who take time to send me an IM or notecard to say how much they like my creations , encouraging words and the inspirational works of other designers.

LM: Has there been anyone in Second Life who had inspired you, if so who and why?

SF: There are many inspirational designers in SL, ones I look up to and admire - mainly the innovators. I went to many stores in the beginning and was amazed at peoples creativity and skill. Not only clothes designers but people like starax who created such wonderful things out of plain prims.

LM: What would you classify your design style as?

SF: English classic with a touch of SL fantasy lol.

LM: What inspires your style?

SF: The people and events of SL coupled with RL fashion

LM: What’s the best fashion advice you’ve been given?

SF: Make good quality free items - they are the things that will represent your brand, - advice from Ben Vanguard.

LM: What are your own most prized fashion buys?

SF: Unfortunately I don’t spend a lot of time as me lol. I’m often in man form fitting male clothing so I don’t often shop unfortunately anymore apart from hair :). If i delve deep in my inventory though it would probably be something by paeoti Pomeray of Nymphetamine or Raven Pennyfeather of Ryfre - iIlove the fantasy lines

LM: Who are your favourite Real Life designers?

SF: Domencio Dolce and Stefano Gabbana, Christian Dior

LM: What are your fashion do’s and don’ts?

SF: In RL there are many don’ts - they don’t seem to apply here so much, leggings for instance look good on everyone lol.

LM: Have you had any “what was I thinking” moments?

SF: In RL yes not so much in SL because I have time to think “nah I’m not going with that” and it doesn’t even get uploaded lol. I guess when I look back at my earlier stuff I wonder how on earth I thought it was sellable but more because of execution and lack of psp knowledge than style.

LM: In your opinion what should women know when it comes to sexiness?

SF: I guess I’d say a little transparency is far sexier than lots of bare skin.

LM: What are the sexiest things a woman can wear?

SF: Well as a woman I’m not sure I’m qualified to answer that lol, but from male feedback I’d say stockings and high heels, leather has to be high on the list for men and women

LN: What is your opinion of the fashion industry within Second Life?

SF: I think it’s a great place to be innovative and to try out things you can’t in RL, it probably reflects a lot of the fashion industry RL too.

LM: How do you decided on pricing?

SF: I wanted to be affordable but still had to cover my costs and take in account time spent, I guess I’m middle of the road now.

LM: How do you attract customers to your business?

SF: Mainly advertising, monthly free items, regularly have new releases and hopefully good customer service will bring them back, it’s not so much attracting customers that is important as making sure they return :)

LM: Have you entered any of the SL design competitions?

SF: I entered a project catwalk type competition which was fun but hard work , unfortunately it was stopped because the organiser could not continue .

LM: If so how did you fare?

SF: I won the round just before they decided to stop it lol - gutting!

LM: Do these competitions have a place or any value?

SF: I’m not sure, it made me think more carefully about my designs I guess than just doing what I felt like. It was a challenge to have to design according to their themes and I enjoy a challenge, but value in the large scheme of things? I dont think so.

LM: Has your SL business suffered as a result of the RL economy fall out?

SF: There’s definitely been a downturn I’m not sure if it’s the RL economy as its been going down for the last 2 years, even though I have more stock and better quality stock, I earned more 2 years ago.

LM: What do you do in SL when you are not designing – so basically how do you relax in SL?

SF: I used to enjoy listening to live music - , also doing a little bit of djing, or just hanging on my island - building, swimming, sailing etc. but I’m afraid I spend 12 hrs a day working here now and it’s very difficult to get away from it , so I relax when I log out lol.

LM: Do you have a favourite place to hang out in, in Second Life?

SF: My island Innisfree :)

And that Ladies and Gentlemen is a window on the world that is SF Designs. Oh and by the way guys, I still hear the lament that there isn’t that much of a selection for mens fashion, well I highly recommend the men’s section of SF Designs, it is very definitely worth taking a look at!

http://slurl.com/secondlife/Penryn/71/97/36