Becca Haeger
Becca is a local style inspiration and the Founder of That Looks based in New Zealand
After entering the fashion industry at a young age Becca Haeger developed many meaningful connections with other creatives and put them to good use in 2019 when That Looks was born. It is a unique platform selling entire looks by small designers and making outfit planning a little easier for its customers. Becca shares her journey below.
Hi Becca! Could you tell us about your journey within the fashion industry? How did you get started?
My journey first started when I was 16 shopping at the Department Store, barefoot. I was scouted by Ange Bevan and laughed at the idea of being a model. However, she believed in my eyebrows and I did my first shoot for Glassons. I remember seeing my face on a poster and thinking I wouldn’t do that again, but I signed with an agency the next week.
My favourite part about shooting was getting to wear clothes I wouldn’t usually have the opportunity to, and meeting the designers behind the brands. I worked closely with photographers, stylists, models, and creative directors so I had great connections in the fashion industry from a young age.
I studied graphic design in Wellington, and for my final project, I started a magazine merging design and fashion. I met so many amazing people and learnt a lot throughout the process. After many internships and a few agency jobs, I realised I wanted to create something for myself.
I launched That Looks in June 2019. It started as my online portfolio, which then turned into a shoppable edit. I have always been fascinated with the way outfits are put together. Sometimes I wished I could get the whole look, as I saw it, and realised that nothing like that really existed. It was a concept I felt wasn’t out there and I could develop. The idea of an intimate curated wardrobe — a way to introduce people to the makers of their clothes, support small-scale businesses and highlight a more conscious way of shopping.
“I didn’t want to focus on being a ‘store’, but
rather a platform where all forms of creativity
collide, educating consumers and showcasing
quality craftsmanship. Made up of curated
pieces by independent and emerging designers
from around the world, I hoped it would bring
inspiration to others.”
What made you want to open your store?
Opening my own store was actually never a plan of mine. It sounds a bit ridiculous, but it was a complete accident. During the COVID lockdown, I lost my contract design job, so I put all my energy into That Looks. Sadly a lot of people were struggling financially, so I didn’t want to focus on being a ‘store’, but rather a platform where all forms of creativity collide, educating consumers and showcasing quality craftsmanship. Made up of curated pieces by independent and emerging designers from around the world, I hoped it would bring inspiration to others.
After the lockdown, I was determined to keep That Looks as my full-time job. I moved out of my flat and into a studio apartment, big enough to have a desk, white walls to shoot and a few racks to store all the stock (beautifully of course).
Different to other online retailers, That Looks pulls pieces together with the option to purchase entire ‘looks’, taking the hard part out of outfit planning. The idea was to have a studio space where stylists could come in to pull pieces, view the collection by appointment, try on for size, and I could have a place to work - a step up from my Dad's garage.
One thing led to the next, and thanks to my super talented and lovely friends who helped me with the most amazing fit-out (shoutout @saintleo), it turned into an official showroom. If you ever came to the space, you would walk past my bedroom, through the kitchen and into That Looks! It didn’t feel real until the signs went up and after a couple of months it was open to the public. Two years and three staff members later, I am very proud to have created that tactile experience, bringing That Looks out from just being a behind-the-screen brand.
What are the most challenging and rewarding parts of running That Looks?
The most challenging part is probably balancing my work and personal life, it can be consuming at times and there can be big ups and downs running your own business, especially financially. There are so many things I’m still learning, but some days it’s hard to find the motivation. I find it important to catch up regularly with friends just to bounce ideas off and find inspiration to keep things flowing.
It’s so rewarding having people admire the brand. I am very proud of the designers I work with, so to have this much support from people who cherish their pieces the same way I do is really encouraging. I’ve had so many customers turn into lifelong friends. I’m very grateful. :)))
There seems to be a big community of customers and designers around That Looks. Do you think having a strong online presence is essential?
Online platforms have been a big part of the business for me because it’s a great way to connect with designers and customers from around the world. I think the future of shopping is becoming a lot more personalised, the market is so saturated and attention spans are short, so it does take something special to draw people in.
New Zealand is so far away from the rest of the fashion world that it’s essential to stay relevant. Buying from us or not, That Looks is a little online community bringing inspiration and sharing new ideas, encouraging a “forever wardrobe”, buying quality, and educating people to take care of their items.
The physical showroom on Karangahape Road has recently closed as the store went exclusively online. What’s the reason for this shift?
My lease was running out and I wanted to grow That Looks internationally. I decided to move the store back to online-only, focus less on retail and put more time and creativity into shooting. Instead of being stuck in one spot That Looks is going to become a travelling pop-up.
Are there any future pop-up plans that you can share with us?
The next big pop-up will be New York! I’ve never been before, but it’s been a dream of mine for a long time. I already have the I <3 NY
tee lol.
What's next for you and the store?
It’s been in the making for a wee while now, but I can’t wait to release the brand That Looks with a few pieces coming out later this year. I posted a little sneak peek and it had such an overwhelming response that I’m feeling very excited about this next project.
You have such an effortlessly cool style. Who influences you? Where do you like to shop? Are there any brands or designers you like to wear?
Thank you so much, very kind! My friends inspire me the most, of course! Madeleine Sill, Tom So and Charlotte Jennings — not only are they lovely to be around but they’re always dressed the best. A few others who influenced my style would be Aileen Chen, Zoey Radford Scott, Thalea MV, Ana Kras (Teget) and Thistle Brown.
My wardrobe consists of good basics (FM669, Wixii, Nu Swim and Hanes), Frisson Knits - always, MNZ, and secondhand everything, Miu Miu, Viv, and my boyfriend’s hoodies. I have always shopped second-hand, mostly online stores like Vestiaire Collective, The Real Real, Depop and more recently Zen Market
Designers I love: Emma Jing, Rose Murdoch, Phoebe Pendergast, Lucila Safdie, Briar Will, SC103, Zoe Gustavia Anna Whalen, Heather Brennan Evans & everyone who is a part of That Looks!
Thoughts on knee-high socks? :)
Coming soon…
Interview: Yana Kulishenko
Images: Yana Kulishenko
Jewellery: Annabella Schnabel
Corset: All Is a Gentle Spring available at That Looks
Lace shorts: That Looks sample
