Madison Square is an edgy new label born last year from a shared `passion for fashion’ by dynamic sister duo, Nellie & Denise Awad.
Since then, the stylistas have strived to deliver fresh, unique and trend-driven pieces at affordable prices while referencing the very latest fashions from the catwalks of the world.
“We’re inspired by international street culture, we search magazines, explore the web and draw on the latest trends straight off the catwalk,” says Nellie.
“We travel to all parts of the world to absorb all things creative and stylish for the independent and free spirited girls.”
And it’s proving a successful recipe with the label fast becoming a favourite on the fashion scene and now stocked in over 200 stores nationwide.
FEO spoke to the girls to gain insight into their design process, how they stand out in the highly competitive fashion market, and what they hope to gain from exhibiting at the next Fashion Exposed trade show.
Describe the moment when you first decided to start a label together? Was fashion always something you hoped to do together as sisters?
Growing up we were fascinated by style and design, with four girls in the family, it was always a big part of our lives. Motivated by a love of fashion, a flair for creativeness and a shared inspired vision, the idea of creating a label together was illuminated in our minds.
What’s the story behind the brand name?
Our eldest sister gave birth to a little princess two years ago and named her Madison. Madison is everything to us, she is fun, innocent, and lively, and forever brings a smile to our faces. We also love atmosphere, music and live events. All the way through high school it was a dream of ours to visit the world’s most famous arena in the heart of New York City, Madison Square Gardens. Combining the joy and happiness our niece gives us with our love of live entertainment, Madison Square the label was conceived.
Did you study fashion? Or are you self-taught? Discuss your own design process?
No, we didn’t study fashion; it’s just been a passion of ours from a young age. As kids we had a habit of modifying our wardrobe to meet our own taste in fashion. The first step in creating our design is to research current fashion and future trends. This is where our inspiration comes from, we look at styles, colours and fabrics, and we also travel overseas for fabric samples. Once designs and fabrics are chosen, a sample is produced and then tried on a model to see what adjustments need to be made. After the final adjustments are made, we can give the go ahead for mass production.
Fashion is a highly competitive market, how does your product stand apart from the others? What is Madison Square’s unique point of difference?
Madison Square prides itself on creating fresh, unique and edgy pieces at affordable prices. We strive to be a leader in delivering the latest international trends, with an element of youthfulness.
What gap in the market does your brand fill?
The label sets out to fill the niche of creating a line that was affordable yet maintained a young, uplifting, creative edge. Madison Square is achievable fashion, for the average Australian girl.
What do you hope to gain through exhibiting at the show?
Madison Square was only launched in December 2010, so as a relatively new label to the Australian market, we hope to achieve great exposure from showcasing, as well as gain an invaluable insight on the fashion industry, and it’s networking capabilities.
What’s in store for the future? Where do you see the brand heading?
Madison Square is available in all states of Australia and in some regions of New Zealand, however we hope to increase the demand and desire for the label, and in the near future expand to the UK and USA. We will continue to produce fresh, affordable fashion for the free spirited girl across Australia and hopefully become a must-have in every girls wardrobe.
Madison Square will be exhibiting at the upcoming Fashion Exposed trade show from August 28-30 at the Melbourne Convention & Exhibition Centre.
To register, visit here.