Designer DETAIL

Haute Couture darlings love Alex Perry

Imagine if Alex Perry had become the school teacher he planned to be. Perhaps the blue tunic would have been glamorously reinvented (oh if only it were so). For his fans, Sydney Couture without Alex Perry is like Sydney Harbour without the bridge. Since Alexander Perry Haute Couture opened in 1992, Perry has become infamous for his incredible workmanship. His gift for creating glamorous gowns now legendary.

Always in Vogue

When Alex Perry opened in the early 90's, Sydney was swept up in a love affair with grunge - or anti-glamour. Perhaps because of the sharp contrast of his style to this trend, Perry's sparkling gowns and extravagant glamour stopped one smart fashion editor in her tracks. She offered him his first editorial fashion shoot for Vogue. Perry worked with one machinist/patternmaker in the back room of his shop to create the explosive ball gowns, jewelled bodices and sexy sheaths that were to become his trademark signature. One year later, Alex relocated his store to Sydney's exclusive Double Bay where his business developed and flourished.

Just who are the "Perry Girls?"

Alex Perry quickly became known for his wonderful sense of occasion and earned his reputation as "the man to see when a frock to remember is required". He cultivated a loyal clientele of "Perry Girls" with his talent of making women from all walks of life look and feel glamorous. Fashion editors were enamoured and his gowns and made them a regular feature in their fashion glossies, while celebrities including Linda Evengelista, Megan Gale, Kate Fischer and Alyssa Sutherland have made an impact wearing a Perry frock.

The only way from here was up. Alex began showing at MAFW, and has been the only evening wear designer to be invited back every one of the 12 years since. These shows are eagerly awaited each year, with celebrities, fashion editors and buyers all clamouring for a ring side seat.

London calling

When Alex created a ready to wear range, these stunning dresses were snapped up by David Jones. The label became international in 2000 when Selfridges Department store in London received their first consignment of Alex Perry evening wear.

2002 brought the opening of a Sydney flagship store at The Strand, in the city's centre. This store is now an iconic landmark, having been created as the perfect showcase for Alex's opulent and glamorous gowns. Even peaking through the window is a delight.

A busy, busy man

Alex Perry is now an Aussie household name. An accomplished media personality, his public speaking talents are highly sought. Alex regularly hosts live fashion parades, judges "Fashion on the Fields" and for "Best Dressed" lists, and features as MC at charity functions. He has also been interviewed regularly on various television shows, presents fashion workshops on grooming, and made guest appearances as fashion reporter. Phew! We are exhausted just thinking about it.

Big plans

Alex plans on flexing his creative muscle with future contributions in costume design for opera, ballet, theatre and film. New stores are scheduled to open interstate in Melbourne & Brisbane (of course, Missy readers will be the first to know when!). We are holding our breath in anticipation for his next collection, to be unveiled soon at the next MAFW. Meanwhile, get acquainted with this super designer at his amazing Sydney store and his pursuit of dressing "glamorous women everywhere". Ph 02 9233 6555