Fashion Plate: Keya Matthews

Keya Matthews likes things that are feminine with an offbeat, sinister twist, so it's fitting then that she works behind the scenes at local label Lonely Hearts.

As the PR, marketing and sales assistant, Matthews works alongside the designers which enables her to see collections come together from the very start - "which gives me a really good understanding of and appreciation for what goes into making the clothes".

She worked at Lonely Hearts' old store Myhart for three years, before moving behind the scenes after graduating from AUT. Matthews tells us more about her fashion philosophies and fascinations.

Who are your favourite designers?

Lover, because they do the best lace dresses every season, and because their collections always have the most original inspirations. I loved [now defunct] Luella and Mala Brajkovic - their clothes were so pretty and girly but with a weird, creepy twist. I'm very lucky to work for one of my favourite labels, Lonely Hearts. Not only do they make clothes that I want to wear every single day, they are also the loveliest people ever.

What was the last item of clothing you bought?

A Lonely Hearts possum fur jacket. The fur used in the jackets is NZ Forest & Bird approved, so it's (almost) guilt-free.

Your favourite accessory?

My Chloe Sevigny for Opening Ceremony buckle boots.

Best fashion bargain?

A couple of years ago I went on holiday to Thailand and spent three days at the Chatuchak Markets. They're the biggest outdoor markets in the world, and the vintage section is unbelievable. I got a genuine Mexican tooled leather bag, a rabbit fur jacket and a fringed cowboy satchel for about NZ$40.

Who does the best shoes?

Opening Ceremony. I value them more highly than human life.

What's the one thing everyone should have in their wardrobe?

A vintage black biker jacket. You never have to replace them, and they look good with everything.

What do you really want this coming season?

Something from Miu Miu spring/summer 2010. The cat-printed shirts are the cutest things I've ever seen.

Your favourite shop?

I love big old English department stores like Harrods, Liberty's and Harvey Nichols for their history and grandeur. London markets like Portobello, Camden and Spitalfields are great for their atmosphere, bargains, and people-watching. Locally, I love Wunderkammer for beautiful jewellery and fantastic service. The Department Store in Takapuna and The Service Depot in Wellington are also favourites.

Your fashion obsession?

At the moment, it's pretty underwear. I've been working with the new Lonely by Lonely Hearts lingerie range, which is absolutely lovely. The girls use lots of beautiful silks and French laces.

Is there anything you'd never wear?

A polar fleece.

The one fashion rule you always break ... or that you think should never have been a rule in the first place?

I always break fashion rules because they don't really mean anything. They're made up with no other purpose but to fill magazine pages, therefore should always be taken with a pinch of salt.

Dress to impress whom?

Probably my friends. I doubt they're ever very impressed though.

Most overrated item in fashion?

Sass & Bide Rats leggings. They're named after one of the filthiest creatures to ever walk the earth, and Russell Brand wears them.

Most underrated item in fashion?

Anything locally made. If you have the money, it's great to be able to support local industry and communities.

When I was at high school I wore?

A teased up-do and very large hoop earrings. Shudder.

Who is your ultimate fashion plate?

Vivienne Westwood. Not only because of the way she looks, but because her life sounds incredible. She started out as a primary school teacher, opened a punk shop called SEX, posed as Margaret Thatcher on the cover of a magazine, lived the majority of her life in a council flat and received an OBE knickerless. Fashion is only interesting when it has a great story behind it.