Label founder Annelies Love-Linay described her triumph at Fashion Exposed’s industry launch contest Debut as a boon.
“It’s great exposure and a wonderful compliment from such an esteemed panel of judges. I was pretty speechless to have won, but it really made all the hard work and long hours that went into the range worthwhile.”
The Where Lovers Lie official launch was scheduled for March 17 at the Utopian Slumps gallery space in central Melbourne, Love-Linay said, adding the label’s recently shot short film would also air at the event.
Indeed it was the film and other marketing collateral, along with the label’s high quality finish and design aesthetic, that won Debut judges over.
Announced at the Fashion Exposed Sydney Salon Show on Sunday March 6, as Where Lovers Lie took out the Debut Sydney 2011 prize, judges’ feedback included a raft of positive comment: “Overall most finished – from garments through to swing tags”; “Reasonable pricing”; “Good patternmaking knowledge”; “Interesting choice of fabrics”; “Outstanding marketing including lookbook and video”.
As well as basking in the glory of her Debut win, Love-Linay also said she was following up business leads garnered through her presence at Fashion Exposed, while laying the groundwork for longer term plans.
“Over the next three to five years I’d like to build the profile of the brand, through showing it at some of the key festivals and industry events in Australia. I’d also like to branch overseas as quickly as possible; I’d like to get a presence in the US and key European markets before too long.”
As an exclusive high end brand, it was important to gain volume sales by moving into exports, she said, adding that, despite its high end positioning, the range’s price points were reasonable enough to allow for good margins. The RRP for the Evangeline blue sequinned gown (pictured above left) is $490 while the Remember to Forget dress and Audrey’s Dance skirt (pictured above right – dress partially covered by skirt) carry RRPs of $200 and $260 respectively.
Where Lovers Lie’ will go on to show at next season’s Fashion Exposed in Melbourne, from 28 – 30 August 2011.
Also short-listed for the Debut prize were ACT label Knox and Queensland label Soot. Debut curator Uli Hasel described the Sydney 2011 competition as a tightly run contest, with a great representation of high calibre, inspired design talent