Clothing speaks with Morghan Bradshaw
Morghan Ariki Bradshaw creates a ‘second skin’ for people who wear her clothes. With a newly-launched space in the heart of the city, the Ōtautahi designer catches up with Metropol editor Nina Tucker ahead of her fashion show at Majestic on Durham come 24 May.
Morghan Bradshaw’s favourite thing about Ōtautahi is the people within it. Her fashion brand, FUGAWI, is a beautifully amalgamated construct of all those it meets. Whether in her corner or not, a person’s energy is what guides each piece. “I feel people, I learn their stories,” Morghan explains on creating custom garments. Translating the same experience she offers through clothing – emotional freedom, and a sense of self-connection – into a physical space was Morghan’s goal. When her fashion tutor Nathan Ingram introduced her to The Crossing’s centre manager Ashling Mullins, it opened the door that would soon help Morghan open hers. Bringing it to life quicker than anticipated, Morghan says having the studio is yet to sink in. “I’m still processing it all. It’s incredible having a space right in the city centre – right in front of people who might not usually cross paths with the brand.”
It was a similar matter when dressing singer Stan Walker for his music videos, which catapulted Morghan’s name into the media and the minds of many. “Collaborating with Stan has opened more doors for FUGAWI than I could’ve imagined. What means the most is seeing others believe in the dream I’ve held onto for so long,” Morghan says, even if it coming true has taught sizeable lessons along the way.
Offering a tangible creative outlet where people can feel at home was on the top of Morghan’s wishlist. “Creating a space I wish I had growing up is pretty much the dream of FUGAWI. A place where I feel like I fit and can genuinely be myself… where people could come as they are, be themselves and feel good. Fashion is just a tool for me to do that,” she explains. “My whole life I’ve been somewhat misunderstood. Seen as too deep, emotional, sensitive, and intense” – Morghan’s ADHD heightens her creativity but at a cost.
Morghan credits her tutor and friend Bridget for the label she gives her brand, ‘narrative couture’ – sartorial creations that encapsulate a message or experience. “I think that’s why so many people fall in love with FUGAWI once they experience a piece because often they’re not really resonating with the piece itself but more so the story that piece holds.” Influenced by her Cook Islands Māori, Chinese, and Pākehā heritage, Morghan’s designs are rich in “identity, energy, connection, appreciation and everything in between”.
In our conversation, I likened Morghan’s fashion philosophy to an adored quote from Miuccia Prada: “What you wear is how you present yourself to the world… Fashion is instant language.” That same analogy is the driving force behind everything FUGAWI. “When I create, it really is as though I am making someone’s second skin,” Morghan says. “[With fashion] you get to choose your second skin, to represent you, how you feel, what you want people to see. You feel it when you are in the street minding your own and see someone that stands out or gets your attention. They are speaking to you.”
How does each garment materalise? “It starts with a story or narrative, then becomes a drawing. Then I let the fabric lead me,” Morghan shares, adding that often she designs with a model in mind despite her work fitting multiple body shapes.
Morghan’s day-to-day was less chaotic before her space came to life in The Crossing. Beginning at 5.30am, her daily agenda would consist of a workout, shower, breakfast, “flip my room upside down trying to find something to wear”, snuggles with her dogs, and a full day at the factory.
Don’t forget to squeeze in an iced oat caramel latte. Life lately? “The past three weeks I have not made the gym because I’m usually at The Crossing until security kicks me out at midnight. Prepping for my show on 24 May is hectic,” she laughs. Unable to switch the FUGAWI button off, Morghan is seeking out the future she’s always knew was possible.
To purchase tickets for the FUGAWI Fashion Experience on 24 May, head to www.fugawi.co.nz
