Trying to pin down fashion designer Jarrod Reid’s aesthetic is no simple feat. Described as avant-garde by some, experimental by others, and undeniably daring by all, one thing is certain: Jarrod’s work is highly distinctive and impossible to ignore. 

The Melbourne-based, New Zealand-born creative is known for experimenting with volume and infusing his work with elements of play and whimsy. But his bold approach to design isn’t the only thing that’s capturing the attention of the Australian fashion scene – it’s also his flawless execution. Jarrod’s mastery of technique and deep understanding of structure brings an air of elegance to his collections. 

Case in point: the dress that turned heads at the National Gallery of Victoria’s (NGV) annual gala event in December 2024. Worn by model Shanina Shaik, it was Jarrod’s biggest red-carpet moment to date – and he was quietly humbled by the attention it attracted.

“It’s huge," Jarrod says. “I’m still reeling.”

Inspiration to reality

Jarrod began his journey as a student of design at Massey University in Wellington. Although he initially majored in photography, he undertook a fashion elective in his final semester and loved it so much he decided to switch majors. He spent the next three years studying fashion design and graduated with honours.

“I loved everything about it,” Jarrod says. “And there was this moment where I was like ‘okay, this is it, this is what I'm going to do’.” 

While his tertiary studies introduced him to fashion, Australian performance artist and fashion icon Leigh Bowery remains a major inspiration for the young designer.

A stalwart in the 80s New York and UK club scene, he was known to say, “dress as though your life depends on it or don't bother”. 

“He has always been an absolute muse of mine… someone that has inspired me through and through,” Jarrod says.

Auspiciously, the inaugural Bowery Ball was held at the NGV in March 2024; months later, Jarrod had one of his biggest moments as a designer there, too.

Fashion as escapism

A continuous design element in Jarrod’s work has been his use of volume. Thematically, he believes his collections are about escapism. 

“What I’m trying to do is create a world that doesn't quite exist in our world,” says Jarrod. “I want it to be playful. I want it to be something you haven’t seen before… I think there is beauty in that."

Jarrod’s creative approach is very much an experimental one, with the physical, visceral nature of garment-making being an integral part of his process. He also experiments with – and challenges – the stereotypical gender norms embedded in both the fashion industry and society in general. His fusion of masculine and feminine elements in design creates something deeply authentic, conjuring a world that exists beyond convention.

Stealing the spotlight

Among Jarrod’s incredible designs, one spectacular gown graced the red carpet at the NGV Gala 2024 and stole the spotlight.

Heavily influenced by Scottish folklore, the red tartan gown features a plunging V-neck and fitted, elongated bodice with silver eyelets, cinched with red ribbon to just below the knee. Two voluminous, gathered ellipsoidal spheres – a signature design element for Jarrod – dominate the bottom of the dress, stacked together to form a whimsical shape that covers the feet. Sculptural sleeves pinched just above the elbows gather tightly around the arms to the wrist. 

“It's got every kind of design feature that is Jarrod Reid as a label,” says the designer, “but it’s a little bit sexy with the eyelets and ribbon and corset.”

Shanina donned the couture gown and emerged from a Mercedes-Benz S-Class to dominate the red carpet. 

Speaking to Vogue Australia, Shanina praised the dress as “an amazing piece – an art piece within itself.”

The admiration was mutual. 

“Shanina killed it,” says Jarrod, who was awed by the model’s poise on the red carpet. “As soon as we got out there, she was hands on hips, head down: all business.”

The moment was cemented when Jarrod appeared beside her, wearing a design from his upcoming collection in the same tartan print, generating excitement on the red carpet.

“That wasn't as intentional as you may think,” he laughs. “I didn't know how much I would be with Shanina, so I did want people to know that that was my design, but I didn't know that I'd be getting so many photos with her.

“I think it made a moment, so I'm not mad about it at all.”