2024 What a Year! A new store and the launch of the ‘tmb’ label!!
Jacinda Heather
WOW - What a year it's been for Imagine That Lifestyle store in 2024!
Opening doors in late September to a beautiful new store marking our 2nd Perth Western Australian store location with new premises located at 16A Rokeby Road Subiaco. In the heart of the Perth cosmopolitan scene the new store captures our signature look offering customers a tranquil retail space to unwind and enjoy a retreat like space listening to soft music and relaxing amongst the plush furnishings.
Our own label ‘tmb’ is now launched in store and online, and with new collections now available consisting of sunglasses, linen scarves, footwear and our signature linen clothing, all designed specifically for our customer ‘the modern boho’.
As we wave goodbye to 2024 I'm so excited about what's coming for our brand in 2025, Happy New Year! X
The 'tmb' story.....
The Modern Boho woman or man recaptures the carefree essence of youth; and channels that free spirited style into their grown-up lives. They yearn for freedom from fashion trends saying goodbye to restrictive and uncomfortable clothes and hello to longevity, layering and ageless style.
This is what the founder of The Modern Boho, Jacinda Heather, has incorporated into her label. Her ambition to start 'tmb' stemmed from her creative life working in both paint and digital, with a background in interiors, fashion styling and hair shows. It seemed the natural progression to combine all these creative skills into product development for her new age ‘the modern boho’ customer.
Growing a passion for individual style since her teenage years, Jacinda was the girl with scissors in hand, crafting outfits, infusing her unique touch into a garment.
“The platform shoe became my signature during the '90s, and trips to London and New York in the same decade saw me gain insight into the world’s most iconic fashion scenes. I sported geometric bobs, inspired by the Mary Quant era of the '60s, and drew inspiration from the simple clothing shapes of the same period in my dress style," reminisces Jacinda.
After exploring various fashion trends throughout her life, Jacinda's taste became more refined while at the same time noticing a lack of well-crafted, comfortable yet stylish clothing for Australian women over 30. This inspired her to create ‘tmb’ - a signature look for her customer The Modern Boho.
Jacinda says, its bohemian style retold in a contemporary way. Emphasis is on timeless designs in sustainable leather, linen or cotton fabric and earthy colours with a consistent monochrome style, which also means no patterns.
“For many women, patterned styles can be overwhelming and make us appear larger than we are, especially as our bodies change over time. What may have suited us in our 20s and 30s may not be suitable for us in our 40s, 50s, and beyond,” explains Jacinda.
The labels no pattern rule means there is no 'use by date' and the designs remain timeless and can be worn season after season. Big tick in today's world of unethical fast fashion.
|
The mood of the TMB label draws inspiration from packing a bag to go on an African safari....
|
....or enjoying a simple nature walk in comfort and style there is a laidback tone where function, breathability, and layering are essential components for the outfit.
|
Jacinda understands that how a woman dresses can significantly impact how she feels.
“The Modern Boho woman should dress to feel comfortable in their own skin and level up their confidence, no matter what body size or shape, without breaking the bank”.
“By cleverly adding a few key pieces from our collection, women can build a capsule wardrobe in a financially and environmentally conscious manner. We focus on genuine premium materials across all our collections for superior feel as well as longevity”.
“it’s a calming colour palette of nature inspired tones; and the key to the signature look is in the subtlety”.
Customers have the option to shop online or enjoy a personal styling session with the team at Imagine That Lifestyle stores located in Guildford and Subiaco Perth Western Australia. The store's interior space is a sensory delight, featuring the aroma of leather and incense, plush textured furnishings, as well as striking African artworks and resin bullhead hangings displayed on the walls.
