Around a year ago, I saw Paris Wycherley style a red pair of mules from a local label called Ask Me Tomorrow. A little while later, I noticed Eliza Haigh, who we featured in Hey I Like Your Style!, wearing a sheer, brown dress – again, from the same label.
More recently, some of my favourite fashion creators, including Marissa Lepps, Brooklyn Ellis and Naima Fatema, have all been wearing and tagging the same account in their outfit photos. Seeing the name everywhere only made me more curious – what was this label that had all the fashion girlies smitten?
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Known for its sheer styles, earthy palette and the previously mentioned mules, Ask Me Tomorrow is a Melbourne-based label specialising in natural fibres and deadstock fabrics.
Its founder, Rediet Zeleke (or ‘Red ‘), was born in Ethiopia but spent most of her childhood on the Mornington Peninsula. “My sisters and I were the only Africans in a predominantly white town and growing up, I became reserved, careful with how I moved through the world,” she says. It was moving to Melbourne that helped Red grow fully into herself, and with that, her personal style began to take shape.
She launched Ask Me Tomorrow in 2022 shortly after moving while working in hospitality. “I quit my job and gave myself six months to see what I could make of it. I poured everything I had into building my first collection. I had no idea what I was doing but I knew I had to back myself,” Red remembers. From there, she flung herself headfirst into building her label – from sewing orders, to designing collections, managing a website, organising shoots, packing orders and everything in between.
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Fashion Journal: Hi Red! Can you tell me a little bit about yourself and your fashion background?
Red: I was born in Ethiopia but raised by the coast on the Mornington Peninsula. Being different was something I was constantly reminded of and not always kindly. My sisters and I were the only Africans in a predominantly white town and growing up, I became reserved, careful with how I moved through the world.
Moving to Melbourne four years ago was the best decision I could’ve made. I found a sense of belonging in a city full of people who looked like me and expressed themselves freely and confidently. That change allowed me to grow into myself without hesitation and from there, my personal style began to take shape.
My fashion journey has been largely self-taught. I studied fashion in high school but apart from learning how to thread a sewing machine, most of what I know came from curiosity and hands-on trial and error. I’ve always loved op shopping, the thrill of finding one-off pieces that don’t exist on racks or websites. That’s where it all really began, from buying clothes in op shops and taking them apart, to reworking them into something new. It’s a process that taught me to trust my instincts and value originality.
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How did the label get started? Talk us through the process and the challenge.
In 2022, I launched Ask Me Tomorrow not long after moving to the city. At the time I was 22 and working in hospitality but I knew I wanted something different. I’ve always been independent and the idea of building something on my own terms had been on my mind for a while. I’ve always been a good saver, so I quit my job and gave myself six months to see what I could make of it. I poured everything I had into building my first collection. I had no idea what I was doing but I knew I had to back myself.
As I’ve mentioned, I didn’t study fashion formally but I’ve always loved it. Once I moved to Melbourne, I discovered so many amazing fabric stores. I’d fall in love with a print or texture and instantly feel inspired. With no pattern-making skills, I made rough mock-ups and brought them to a local pattern maker who helped bring my ideas to life.
I’ve done everything myself – sewing orders, designing collections, managing the website, running socials, organising shoots, doing markets, packing orders and everything in between. I’ve been funding Ask Me Tomorrow from the start and I still am, all while supporting myself. It hasn’t been easy. The self-doubt creeps in every now and then. But I’ve been lucky to have the support of my partner, friends and sisters who remind me that I can do this. And of course the support from everyone who’s shown love in any way along the journey.
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Can you tell me a bit about how you source your materials and your supply chain?
At the start I was sourcing fabrics locally in Melbourne, mostly deadstock or natural fibres I’d find through local suppliers. It was very hands-on and slow but it taught me a lot about the kind of fabrics I like to work with and how I want things to feel.
After two years of sewing and sourcing everything myself, I found I was stuck. I couldn’t keep up with orders and it became clear I needed to start thinking about outsourcing manufacturing. That’s what led me to take a trip to Indonesia. I ended up connecting with a small family-run manufacturer who was incredibly kind and welcoming. I spent a few weeks working closely with them while developing my collection. We formed a special bond and since then, they’ve become an essential part of my process.
I still design everything myself and work closely with the family to bring each piece to life. The collections are a mix of deadstock fabrics I source here in Melbourne and ship over, alongside thoughtful fabrics they source locally.
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How would you describe your label to someone who’s never seen it before?
Ask Me Tomorrow is about clean lines, soft edges and timeless tailoring. They’re elevated pieces you always reach for. It’s for people building their wardrobe with intention – a collection made to last, not be replaced next season. It’s about standing out with bold and sheer confidence.
What are you most proud of in your work on Ask Me Tomorrow?
Honestly, how far I’ve come. I’ve been able to keep growing the label while still living my life: traveling, creating and building something I really care about. There are definitely times where I get burnt out but I push through and keep showing up and I’m proud of that.
What really sticks with me are the moments when I see people actually wearing the pieces I’ve made. One story I’ll never forget was back in 2023, a customer came up to me at a market I was doing in Collingwood and told me about her 30th birthday in Berlin. She wore the Fleur Dress, a bold red and pink piece and got into Berghain wearing it. If you know, you know. It’s one of the hardest clubs in the world to get into and she walked in wearing Ask Me Tomorrow. It reminded me that these clothes don’t just sit on hangers. They go places. They hold stories.
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What do you wish you’d known when you first started?
That growth doesn’t have to happen all at once and that slow is progress. When I started Ask Me Tomorrow almost three years ago, I thought I had to have everything figured out from day one. The perfect product, the perfect branding, a clear direction. But so much of this journey has been about learning as I go, adjusting, trusting my instincts and being okay with not knowing everything straight away.
I still need to remind myself of that. I often fall into the trap of thinking I need to be further ahead or have it all mapped out but this process isn’t linear. Things take time to build properly. It’s okay to move at your own pace.
What can we expect from Ask Me Tomorrow over the next year?
I’m currently finalising the last few pieces for the SS26 collection and will be heading to Portugal and Sicily to shoot the campaign, so stay tuned. This collection is one I’m incredibly proud of. It’s crafted entirely from natural fibres and materials like silk, cotton, suede and leather. It also introduces a few new categories you haven’t seen from me before. Think the ultimate summer staples, refined through the Ask Me Tomorrow lens.
How can we buy one of your pieces?
You can exclusively shop online. I also do occasional markets and pop-ups around Melbourne, which I announce on Instagram, so that’s the best place to stay updated.
Keep up with Ask Me Tomorrow here.
This article Based in Melbourne, born in Ethiopia: Introducing Ask Me Tomorrow appeared first on Fashion Journal.
2025-06-02 12:58:00
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