Ten years ago, Lara and Matt Fells were newlyweds toying with the idea of opening a cafe in their new hometown of Byron Bay, a coastal village in New South Wales. "The opportunities in the region were quite limited at that time, which fuelled our conversations about starting a business together," recounts Lara. Luckily for fashion consumers, the dream of a restaurant evolved into a different kind of creative start-up: an accessories label called St. Agni.
Inspired by the laid back ethos of the couple's East Coast Aussie surroundings, St. Agni found success in modern minimalism. Elevated basics and staples—ranging from tanks to trenches and printed skirts—have found their place alongside St. Agni's original line of accessories, a trove that includes handbags as well as home objects, fragrances, eyewear, footwear, and more.
Across four stores in Armadale, Paddington, Byron Bay, and Brisbane, St. Agni weaves its own history, both personal and professional, into every expansion—evident in the latest collection's atlas print, inspired by skirt inhereted from Lara’s nona, the eponymous Agni. Here, Lara chats with CULTURED about the line’s growth, its founding philosophies, and the touchpoints behind the latest offering.
CULTURED: The new collection seems to have begun with materials in mind. Can you walk us through your design process and how materiality factors in?
Lara Fells: Our design process always begins with research followed by fabric sourcing. Our design team is very tactile—when you touch and feel the fabrics, everything starts to fall into place. It’s challenging to design first and then find the perfect fabric, so we focus on materiality from the very beginning.
CULTURED: Your designs are often characterized by a feeling of nonchalance, which can actually be quite hard to achieve. How do you construct intricate pieces with effortlessness in mind?
Lara: We focus on ensuring that our collections have a sense of ease and a relaxed feeling. Achieving this also involves fabrication selection, incorporating unique design details like an unexpected seam, and paying close attention to proportion, which plays a crucial role in creating that effortless feel.
CULTURED: Who is the woman wearing this latest collection? Do you have any particular muses in mind when designing your pieces?
Lara: I try not to confine our customer. Ultimately, anyone who resonates with our designs can wear our [pieces]. However, when designing this collection, I had many references to [Swedish model and actress] Malgosia Bela in mind; she is definitely a muse of mine. I'd love to shoot a collection with her one day.
CULTURED: How do you see your “less is more” ethos fitting into the contemporary landscape, often characterized by high levels of consumption?
Lara: The "less is more" ethos has been central to our philosophy from day one. For me, it embodies minimalism—investing in key pieces that can be worn repeatedly, reimagined, and don't become outdated after a single season.
CULTURED: You are also known for your precise tailoring. Throughout history, we have seen how much silhouette—from Victorian corsets to Madonna’s cone bra—can play a role in empowering or disempowering women. How do you think about shape at St. Agni, and how purposeful is your use of silhouette?
Lara: Historically, the way women dressed reflected their social status, roles, and the expectations placed upon them. As these expectations evolved, so did fashion. Women have fought hard for the freedom we have today to dress as we please. At St. Agni, we embrace this freedom, sometimes leaning into a more masculine, boxy silhouette, and at other times opting for a more cinched, sculpted shape. Our approach to silhouettes is purposeful.
CULTURED: You founded St. Agni in Byron Bay and today, your studio headquarters are still there. How does the surrounding area play a role in your designs?
Lara: We are incredibly grateful to have started St. Agni within such a supportive community. Byron Bay is a unique small town with a strong network of like-minded creatives. The town itself has a very relaxed atmosphere, which definitely influences our designs. Staying in Byron Bay is important to us because it allows us to maintain the authenticity and laid-back essence that defines our brand.
CULTURED: St. Agni is committed to being a socially responsible brand, from environmental consciousness to charitable giving. How have you evolved in this regard?
Lara: Sustainability has been a fundamental aspect of our brand's journey from the very beginning. At the heart of our approach is a commitment to crafting quality pieces designed to withstand the test of time. This means being conscious of the materials we use, opting for those with minimal environmental impact.
It's challenging in an industry where many brands aren't prioritizing sustainability—organic yarns often come with higher minimums, and some products perform better with a bit of synthetic material. "Sustainability" has become an overused term with blurred lines, so for me, it's about transparency and not making broad, empty statements.
CULTURED: Ten years on, how has the original aim of the brand shifted? What has been the most surprising part of your trajectory?
Lara: When we started the brand, our aspirations were modest. We certainly dreamed of growth and reaching a global audience, but our expectations were tempered. In hindsight, this approach may have contributed to our success—being willing to invest wholeheartedly without expectations about the outcome.
From day one, we were profitable, and as long as we weren't losing money, we were content. Each year, we set higher goals and organically expanded the business into what it is today—being in so many amazing retail partners, having five of our own stores, and employing a team of exceptional people. If we could have seen the brand's current state back then, we would have been incredibly surprised.
