Alexi Freeman

In Alexi’s words…

My odyssey from fine artist to fashion designer has occurred over the past 10 years, with previous professional incarnations including oil painter, printmaker, costume and bespoke clothing designer which took me as far a field as New York City, where a chance meeting with head designer of DKNY - Jane Chung, was the final nail in the silk lined coffin that forever sealed my destiny. I showed Jane my sketches and she filled me with confidence in regards to the individuality of my vision, and encouraged me no end to pursue my own line; It was fashion designer or bust from then on in. It is this bricolage of experiences that planted the seeds of my fascination and seemingly inevitable decision to push all other interests aside to marry myself, irrevocably, to the continuation and indeed innovation of contemporary fashion.

The move to start my eponymous label as prêt-a-porter women’s wear, began in May 2005. It was a natural progression for my creative vision after studying and working in and around art & design, but never under my own label. At this time I launched my AW05 entitled The Torso Collection; a series of limited edition garments, with fine leather and wool appliqué detailing on diaphanous silks and polished cottons. To produce this collection I called upon my fine arts background, hand printing the textiles with drypoint etching, culminating in a show at The Handmark Gallery (TAS). Selected works from this collection were also curated into Young Designers Month 2005, a touring showcase of emerging Tasmanian designers.

I quickly identified a niche market for my unorthodox approach to fashion and immediately started wholesaling the collection to Love & Clutter (Hobart), Lupa (Melbourne) and a capsule collection to Piece (NYC) all of which sold out and quickly became impossible to replenish as at this stage I was doing everything myself. In order to plan and execute my growing need for expansion, I completed the NEIS business training in late 2005, to give me the necessary grounding in small business to enable my label to work on a larger scale. On the strength of this debut collection, I was awarded the Manufacturing Design Fund from Arts Tasmania, which enabled me to undergo a mentorship in textile printing under Melbourne based textile printer extraordinaire Dale Cornell.

I then designed and produced my first Spring/Summer Collection for the 06/07 Australian season, and on the recommendation of Dani Whitfield at NGV, approached revered fashion agent Jon Laing, who thankfully welcomed me into her stable in only my first season. I was then quickly snapped up by Milly Sleeping (Carlton), Lola Boutique (Hobart) and once again Piece (NYC) and I was off and running. I was also invited to show my collection at Flinders Lane Gallery Upstairs in a show called ‘Couture Dreaming’ with established talent like Preston Zly, (opened by none other then your very own Karen Webster) which formed part of the LMFF AW06 exhibition schedule.

My AW07 collection was then selected for the DEBUT stand at Fashion Exposed, where I was short listed for the Apparel Award and consequently named one of the 20 Hot New Collections for AW07 as is my SS 08/09 which I will be showing at DEBUT in Sydney March 9-11 2008. I work clothing manufacturers, print and dye houses to produce my ranges, all of which are made in Melbourne.

For more information, please contact Susie @ PR Darling on 03 9804 1011 or susie@prdarling.com.au