Sorronda sets up

Australian fashion designer Gail Reid has launched her first flagship boutique on Brisbane's James Street.

Reid, who created the label Gail Sorronda, has previously operated a pop-up concept in Fortitude Valley, and also has stockists around Australia and Europe.

However, the James Street store marks the first time for the label in a permanent retail presence in Brisbane.

A launch party, to be held on Friday October 5 to celebrate the milestone, will also see the Brisbane debut of Reid’s short film collaboration with director Nick Waterman for her spring/summer 2012/13 collection.

As part of the celebration, Reid said she will offer up to 17 per cent off her latest collection for the evening and host an afterparty at James Street restaurant Gerard’s Bistro.

Commenting on the retail space, designed by Nitid Architects & Interior Designers, Reid said the store will showcase a variety of Gail Sorronda collections and collaborations.

This will include a bespoke accessories range designed by Italian artist Grazia Fortuna-Ward for Sorronda’s spring/summer 2012/2013 collection.

“We have steadily built the brand in Europe over the past few years and wanted to re-establish a retail space in Brisbane where the brand has a strong following,” Reid said.

“As we establish the store we will also look to showcase further collaborations and add complimentary brands.”

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