Australian Fashion Week and Australian Made Week

As we are heading into Australian Fashion Week by the Australian Fashion Council, followed by Australian Made Week by Australian Made Campaign, we thought we would give you a little insight into our design process.

Did you know that our designer and owner Ali Lennard still designs all of our products herself?

Ali’s design motto of “easy wear, easy care, wear anywhere style” refers to her asking herself if each piece we are offering is bringing comfort, ease and versatility with value to you, our customer.

If the answer yes, its kit is completed - this is the industry term for the garment reference sheet she creates for every single garment. If not, it gets crafted and tweaked in her mind until it does.

She’s old school too, and does everything by hand. Having worked alongside Maria, our pattern maker, for 18 years plus, they now have their own language in terms of explanation of the concept and thousands of best selling styles as a reference library.

The process is just a quick sketch and a few notes, and we can create an initial sample to fit, made by our sample machinist Annie. In 90% of the time, this sample is ready for production and inclusion into the next season's collection. 

This isn’t the norm in fashion businesses, but it is our superpower.

Other brands would be creating ‘tech packs’ and working with overseas manufacturers in a process with time and sustainability not necessarily at the fore. Apparently, AI is helping larger organisations with digital representations of styles in development too.  

For us, real garments in real time, made with love in Sydney with artisans who love their roles will always be best!

“Australians do it better”