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Photos by Gary Sandford, models Pip & Dan @ Chadwicks.
Fashion is all about transformation. The very act of getting dressed changes and redirects our energy into the role our clothes conjure and create, be they a uniform, something more casual, something more outrageous or something downright glamourous. Whatever the clothes invoke, it is the fact that they invoke which makes fashion so damn exciting and addictive.
Alvin Fernandez understands this. That is what makes his label, ae’lkemi, so successful and appealing. His garments, known for their signature raw edge elegance, are visually seductive and opulent, whether it be the liquid metallic silk organzas with ostrich trims in his women’s range, the cropped trenches available for men, or the studded tote and sculptured clutch accessories designed by Kristie Barnett.
The overall impact creates a definitive sophisticated image, one which transforms the wearer, imbuing them with a larger than life, iconographic silhouette. As such, ae’lkemi clothes are for everyone, from every demographic, as long as what they seek is to become elegance incarnate.
‘The look is ever changing because I get bored really easily,’ confessed Fernandez. ‘I think the design is still classically based with some traditional veins going through it, which are being tweaked and modernised every season. I like people to feel confident when they wear our clothes.’
It’s a confidence Fernandez exudes himself, a confidence which has seen him participate in Milan, Paris, London and New York Fashion Weeks. As a result, ae’lkemi now has over 30 stockists both in Australia and overseas. The success is such that by July, ae’lkemi’s flagship store will be open for the public in Claremont, providing not only access to Fernandez’s rich array of clothes but personal appointments with clients also.
‘The feel of the store is quite art deco and mixing that back with a bit of Louis XIV – the colours are classic black and white. We’ll be stocking both our men’s and women’s wear and accessories, and we’re hoping to branch out into our own jewellery line as well. The store will have a made for measure component, and we’ll also have our studio located and built into the back of the store, so I can meet the clients one-on-one straight away, which creates convenience for both the design team and the client.’
And then of course there’s STYLEAID, which Fernandez says has been integral in developing and promoting the profile of his brand. But what will ae’lkemi be showcasing this STYLEAID?
‘We’re working on a few pieces in particular for STYLEAID this year, more of the couture end of our label. It’s quite exciting to step out of the ready to wear stuff and do something different.’
To witness this, get tickets online at www.styleaid.com.au/2008/ for STYLEAID on July 18. The ae’lkemi flagship store can be found at Claremont’s Time Square, and the whole ae’lkemi range can be viewed online at www.aelkemi.com.
