MEET THE FROCKERS: Emma Riemersma

CREATIVE DIRECTOR. STYLIST. PRODUCER. FASHION EDITOR AT SA LIFE. CREATIVE POWERHOUSE.

Emma is one of South Australia’s most respected voices in fashion. With over 15 years’ experience across hair, makeup, fashion and creative direction, she brings serious style and skill to everything she touches.

When we say creative powerhouse, we mean it! Not only does she curate super stylish magazine editorials as Fashion Editor at SA Life, she’s also led large-scale ad campaigns across food, wine, beauty and fashion, styled musicians, athletes and helped refine hundreds of everyday wardrobes. On top of that, she’s a mum, fierce advocate for Crohn’s disease, incredible supporter of South Australian creative businesses, and she also happens to have a heart of gold! 

We LOVED having Emma style up some FMO magic at our recent SS2025 Campaign shoot. We asked her to share a little bit about life as a stylist, her connection to Crohn’s disease… and what she loves about working with FMO.

How did you first get into styling? Has it always been about fashion for you?

I was incredibly lucky to kick off my career at a fabulous salon as a hair stylist and makeup artist being a part of some pretty exciting photo shoots - both in Adelaide and interstate. This was about 20 (okay, maybe 25!) years ago, back when stylists weren’t really a thing on set. So naturally, I found myself madly pulling everything together, clothes, hair, makeup, the lot. It was a whirlwind, but I absolutely loved it. That’s where my passion for styling and creative direction was born. 

I wasn’t just focused on the fashion, I was obsessed with bringing an entire vision to life. For me, it’s never just about what someone’s wearing. It’s about telling a story, creating a mood, and crafting a complete visual experience. It’s the feeling behind the look that makes it resonate.

Photo credit: Weronika Mamot for SA Life | Featured pieces L to R: Magnolia Knit Jumper, Stripe Socks, Diamond Polka Tie Neck Blouse

We LOVE having your expertise and magic touch on FMO shoots - what do you love about styling with FMO pieces?

I feel a real connection to Jen and her beautifully creative design vision. I love her touch of retro and mid-century modern flair, it instantly spoke my language. So, when she asked me to come on board to help creative direct and style her recent Campaigns, I was buzzing with ideas before she’d even finished the sentence! I adore the colourways, the textures, and the way her pieces already have such a unique presence. For me, it’s all about adding those extra cool, feminine touches to elevate what’s already been so thoughtfully designed - complementing the story, not competing with it. Finding the right locations and pulling together a creative team. It’s a creative match made in a vintage-tinged heaven.

Featured: Frock Me Out Sleevie Wonder Jumpsuit, Bronze Goddess Bell Sleeve Top, Black Denim Flare Jeans

Do you have a favourite look from our recent photoshoot that you’d happily add to your own wardrobe?

I’m not sure I could pick a favourite look honestly, I love them all. The mix-and-match pieces, the iconic dresses... it’s like choosing a favourite child (impossible and a little unfair!). 

I’ve always been a bit of a dress girl, and Frock Me Out’s dresses fit like an absolute dream like they were made just for me. The shapes, the fabrics are magic. Jen's clothes just make you feel Happy!

Emma wears our Checkered Love Shirt Dress

You ALWAYS look incredible and ooze confidence - how would you describe your personal style?

Honestly, it’s hard to pin down my style - I dress entirely with my mood. No matter what life throws at me it’s the one thing I can control and make myself feel good. Some days it’s super girly and colourful, other days I’m all rock’n’roll in head-to-toe black. And then there are those minimal, pared-back moments where I pretend I’m effortlessly chic (emphasis on pretend). Maybe it’s a reflection of my personality… unpredictable, ever-evolving. If there’s one constant in my style, it’s attention to detail and a polished finish. I’m a big believer in the power of accessories, a good hairdo, and makeup that says "I've got this!"

Are friends constantly hitting you up for styling advice? What’s the advice you’d give the most often?

Definitely a little advice here and there, but all my girlfriends are incredibly cool in their own way, some are super creative and have their own unique style and others are corporate powerhouses, I give them a little bit of advice but mainly we just give each other therapy. 

Dress to feel comfortable and for yourself, less of following trends and more following your heart!

 

You’ve had a lot of stand-out moments in your career - what's been a highlight?

There have honestly been so many highlights, I feel incredibly lucky that the “everyday stuff” working with an amazing publication like SA LIFE and collaborating with incredible brands like yours.

One standout moment that really stays with me was just after we were coming out of the COVID lockdowns. I was invited by my gorgeous friend, the incredibly talented designer Christina Tridente of Couture + Love + Madness to styling her virtual runway show, featured on VOGUE online. It was such a magical and creatively fulfilling experience, but more than that, it was a moment of real connection, resilience, inspiration, and supporting each other during what was a weird, tricky time for so many in the creative industry. As creative people, we thrive on connection, on being in the same room, bouncing ideas, lifting each other up. This project felt like the ultimate antidote. It reminded me why I love what I do and how powerful collaboration can be - even virtually. 

Emma styling for Couture + Love + Madness virtual runway as featured on Vogue

Beyond fashion, you’re also doing incredible work raising awareness for Crohn’s disease, inspired by your daughter, Magnolia’s journey. Can you share a bit about this?

This September is a big one for me — not only am I turning 50 at the end of the month, I’m also taking on the Live Fearless Challenge, walk/run 150 kilometres to raise awareness and much-needed funds for Crohn’s and Colitis Australia.

This cause is deeply personal, my beautiful 11-year-old daughter, Magnolia, was diagnosed with Crohn’s disease two years ago. Since then, it’s been a rollercoaster — heartbreaking at times, overwhelming often, but also filled with determination, love, and hope. Crohn’s is a chronic inflammatory bowel disease (IBD) that affects the digestive system. It’s complex, lifelong, and currently has no cure. Managing it requires ongoing treatment, regular hospital visits, medications, and a healthy, clean lifestyle just to keep Magnolia feeling her best. Right now, she receives hospital treatment every eight weeks and we’re still working with her medical team to find the right balance of care. As a mum, watching your child live with pain, fatigue, and setbacks at school and in sport is beyond heartbreaking. But through it all, Magnolia has shown incredible courage and we, as a family, remain hopeful. With more research, more awareness, and more support, there’s a better future ahead for her and everyone living with Crohn’s and colitis.

If you’d like to support our journey, whether through a donation or just by sharing our story, it would mean the world. Learn more: Live Fearless Challenge x Emma Riemersma.

Quick 5 With Emma

1. Favourite FMO print or piece. 

2. Favourite place to dine.

My first love other than my family and friends is food so it would be hard to say what my favourite restaurant or dining experience is, as I've had so many all over the world but in our little city of Adelaide I love the food and the vibes of Africola.

3. Ultimate fashion destination.

One of my great passions is travelling and there's nothing like people watching on the streets of Europe. Berlin would be one of my favourite unique cities to absorb style from a very edgy perspective.

 4. If you could style absolutely anyone, who would it be?

Someone wild like Grace Jones or Blondie and on the flipside Lady Di!

 5. You’re pretty talented when it comes to fashion, got any other hidden talents we should know about?

To be honest I'm a little bit of a studio nerd as a visual artist, my happy place is being and creating behind the lens with great photographers working on everything from food, furniture and fashion! Weronika (Mamot) and I are cooking up an art project to be launched soon! Also I'll give you a run for your money on the dance floor.

Learn more about Emma over at EM / STYLE CREATIVE