Designer Series - Emma Winter

May 7, 2025

Welcome to the first edition of our Designer Series – a celebration of the talented creatives behind the beautiful brands we proudly stock at Sisters & Co, what better day to launch this than with the new Winter drop from La Tribe.

We sat down with Emma Winter, Creative Director of La Tribe. Emma recently returned to her hometown of Mount Maunganui, and we caught up with her to chat about what inspires her, her creative journey, and what she’s currently coveting at Sisters & Co.

Can you tell us a little about yourself and your current move back to your hometown of Mount Maunganui & how you are finding the change?

I'm the founder and Creative Director at La Tribe and mum to three young kids. After 18 years in Auckland - building a business, raising our beautiful children and creating our dream home - I found myself at a bit of a crossroad. I had achieved milestones that once felt like distant dreams, yet something deeper called for change. I was exhausted, I was craving balance - space to breathe, connect and return to what grounds me. Mauao called me home, and I listened. Being closer to family, surrounded by nature and the ocean, has brought a sense of calm I didn’t know I needed. The energy here at The Mount is magnetic - there’s something magic in its rhythm. I feel incredibly grateful to be back.

What does a typical day in the life look like for you?

Mornings are beautifully chaotic with our little people. Getting everyone out the door on time is an art form in itself! My husband and I tag-team the routine - he might surf or go up the Mount, while I do yoga, Pilates or the gym, depending on how I’m feeling. We both make space for each other to reset. We’re in the process of setting up our business here, so I’m currently working out of a shared studio with some incredibly creative humans. The energy is collaborative and inspiring - it’s a great place to build from.

How would you best describe your personal style? Or in three words?

Simple. Tonal. Effortless. I gravitate toward denim, classic shirts, knitwear. Now that I’m back by the sea, I can feel my style shifting slightly, and I’m excited to lean into that evolution.

What inspires you at the start of each collection?

Inspiration often begins with conversations - casual chats with friends about what they’re missing in their wardrobe, the colours they’re drawn to, the pieces they wish existed. One recent conversation stuck with me: how do you choose your shoes in the morning? Do you build your outfit around them? Or just grab the pair by the door?
These tiny rituals reveal a lot about how we move through the world - and how we want our clothes and shoes to support that. It’s those kinds of everyday nuances that shape the heart of a collection.

Do you have any daily rituals you can't live without?

A morning coffee - Tay Street Café is my usual stop. And if I’m up early enough, I’ll always try to catch the sunrise. It’s a moment of stillness that reminds me to slow down.

What is the best piece of advice you've ever been given?

Be your most authentic self and stay present.

Do you have a mantra you live by?

Don’t let anyone bring you to your knees - stand tall and live your truth. It’s a reminder to hold your ground with your values and integrity.

Do you have any advice for anyone looking to start a brand in the fashion industry?

Beyond the essentials - like a strong business plan and financial foundations - my biggest piece of advice is this: create from a place of truth.
What you build should feel like an extension of you. If the idea keeps you up at night in the best way - then chase it wholeheartedly. Clear the path, trust yourself and lean into the unknown. Yes, it’s scary. But doing what you love will always outweigh the fear.