Style with Intention: A Journal with Gemma Keil
On creativity, conscious living and the art of effortless style..
Born in Scotland, raised in Melbourne and shaped by a career that has taken her across the world, Gemma Keil brings depth, curiosity and intention to everything she does. As a stylist and art director, her work moves seamlessly between editorial, fashion and commercial worlds, guided by a belief that true style is thoughtful, effortless and enduring. In this conversation, Gemma reflects on her journey, her relationship with nature, and why conscious choices in fashion and in life matter now more than ever.
To begin, can you share a little about yourself, your background, where you were raised, and the defining experiences that shaped who you are today?
I was born in Scotland, and my family emigrated to Australia when I was young. I grew up in Melbourne, and at 21 I left—never imagining I wouldn’t return. I’ve always adored Melbourne; it shaped me creatively and gave me such a rich foundation. But after spending time overseas working as a stylist, I realised Sydney offered far more professional opportunities, and my career naturally pulled me in that direction.
You’re a Sydney-based stylist and art director whose work spans editorial, fashion and commercial worlds, and you’ve collaborated with names from Paris Jackson to major brands like Dior and David Jones. How did you first get into styling and creative direction?
I first found my way into styling while studying at RMIT. Through work experience, I volunteered at the Melbourne Fashion Festival around 2005, where I met a brilliant stylist who later took me on as an assistant. That experience was my first real taste of the industry, and I couldn’t believe it was an actual job—it brought together so many of the things I loved.
I assisted for several years before moving to Dubai, where I worked primarily in advertising as a stylist. From there, I stepped into an in‑house role at Bloomingdale’s, which opened my eyes to global trends, major fashion brands, and the inner workings of magazine teams and editors.
When I eventually returned to Australia, I set my sights on editorial work and became the Market Editor at InStyle. That role was pivotal—it’s where I really deepened my understanding of creative direction and began evolving my own visual language. Today, I freelance and consult across both fashion and advertising, bringing together everything I’ve learned along the way.
In a time of climate crisis, small daily choices can create meaningful impact. What sustainable practices have you integrated into your everyday life?
There’s a common misconception that stylists love to shop or spend their days wandering around Westfield. While that can be part of the job, it’s certainly not the part that brings me joy. I’m actually deeply opposed to mindless consumerism. In my own life, I’m incredibly considered with what I buy—more often seeking out recycled designer pieces or supporting smaller, low‑impact brands.
Tell us about your relationship with nature. How do you connect with it and weave it into your daily rhythm?
We all move through such a fast‑paced world, constantly flooded with stimuli that tug at our nervous systems. For me, spending time in nature is the ultimate reset. Sometimes that’s as simple as a walk through my leafy neighbourhood, other times it’s a long swim in the ocean—both grounding in their own way.
Fashion is at a crossroads. From your perspective, how can we collectively create an optimistic, responsible future for the industry?
I believe the younger generation is driving the most meaningful shift. They’re acutely aware of the environmental impact of waste, and that awareness has reshaped social habits in a powerful way. Thrifting, for example, has moved from something with a stigma to something completely mainstream and genuinely cool.
They’re also far less susceptible to traditional advertising from luxury houses. Instead of buying into overpriced trend pieces, they look for longevity, craftsmanship, and real value. This mindset is pushing the industry toward a more responsible future—one where quality, sustainability, and conscious consumption matter far more than hype.
“I’m deeply opposed to mindless consumerism.”
Gemma Keil
How would you describe your personal style and in what ways has it evolved over the years?
I get asked this question all the time, and I always find it hard to answer. At my core, I love taking formal pieces and dressing them down. I’m drawn to structured tailoring just as much as feminine silhouettes, and my style really lives in the space where those two worlds meet.
I never want to look overly “done”—there has to be a sense of ease and relaxed confidence in the way I dress. That’s why curating your wardrobe is so important. True style isn’t about trying too hard; in fact, I think it’s the opposite. The most chic people are the ones who look effortless.
What is your favourite madre natura garment, and how do you love to style it?
All the pieces are so beautiful—the fabrications are exquisite, and it feels as though you’re wearing a small work of art. The craftsmanship is unmistakable; when you see and touch each garment up close, the care poured into every detail becomes immediately clear.
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