Frame HR on a decade of women, work, and building lasting fashion careers
“I WENT TO FRAME HR BECAUSE THEY WERE EXCLUSIVE, AND I KNEW THEY’D FIND ME A ROLE IN THE INDUSTRY I WANTED TO BE IN.”
Womenswear buyer. Product developer. Senior garment technician. These are just some of the roles currently listed on Frame HR. For those working in fashion, the platform has become a go-to, connecting talent with opportunities across the industry, from boutique store managers to senior leadership roles. When a colleague of mine was job hunting, Frame HR was the first place she looked — before big name recruitment agencies, before general job boards. The reason was simple. “I went to Frame HR because they were exclusive, and I knew they’d find me a role in the industry I wanted to be in.” Stories like this are commonplace.
As Frame HR turns 10 this year, the company is marking a decade of supporting New Zealand’s fashion industry through growth, disruption, and change. Founded by Rachel Smart, the specialist recruitment agency focuses on fashion, retail, marketing, and executive roles. What sets Frame HR apart is that it’s a specialist agency. Yes, they’re focused on fashion, retail, marketing, and executive roles. But it’s more than that. They’re connecting the right talent to the right brand. For Smart, Frame HR began as a vision for a more flexible way to build a career, but it has since become a trusted hiring partner for brands across New Zealand and, more recently, Australia.
“When I first launched the business, it was all very exciting, and for the first three or four years it was all go, while we were in start-up and growth mode,” Smart says. As the pace of those early years settled, a different discipline emerged. “The longer you are in business, that original excitement and momentum naturally wears off, and then you have to work hard or dig deep to keep evolving and moving forward.” To stay proactive, she says, “At the start of every year, I go over the business plan and strategy for the year ahead, and ensure we are making the most of every opportunity, and pivoting on previous approaches if need be.”
Image: Launchmetrics/Spotlight via Fashion Quarterly
A particular highlight from her time so far at Frame HR, personally and professionally, is placing someone into a chief operating officer role. But she finds just as much satisfaction helping those fresh out of university take their first step into the industry. “I have always really enjoyed placing graduates into their first-ever job, that is rewarding. I’ve watched many graduate candidates flourish in their roles and advance their careers,” she says. Frame’s all-female team has become a defining part of its culture. “It’s evolved organically, however I think unintentionally I am drawn to hiring like-minded women.”
Smart’s clear personal vision in founding Frame was “so that I could have a rewarding career and be a mum at the same time.” Flexibility sits at the centre of the culture, so “we’ve naturally attracted women who are talented, high performing, and driven to succeed at work, but at the same time are looking for a flexible workplace to support family, travel, or other personal projects.” Female leadership, for Smart, comes down to empathy. “Being relatable and understanding.” That philosophy is reflected in the team’s lived experience. “Eighty per cent of our team have had babies and become working mums, and we have supported each other through those huge life changes while showing up at work and delivering results. There’s always a baby or child popping up on our video meetings.”
Fashion is often perceived as glamorous, but Smart is quick to point out the reality. “It’s hard work and people who work in fashion are there because they are passionate about the industry.” Over the past decade, Smart has also seen the talent landscape shift. “There are less technical candidates… and there are more marketing and comms candidates coming through.” Brands are looking for “people who can add value to the business or bring new processes/skills,” particularly those with “AI experience and knowledge of new platforms.” Smart has noticed a clear pattern when it comes to leadership progression: “Women who have good longevity and tenures in roles.” Staying long enough to truly master a role, she suggests, is what builds the foundation for advancement.
Looking ahead, Smart’s goal “is to grow our presence in Australia while becoming a household name for the fashion industry back home here in New Zealand.” After 10 years, Frame HR remains built on collaboration, flexibility, and resilience, and a belief that women can build ambitious careers without compromise.
Image: Launchmetrics/Spotlight via Fashion Quarterly