SYDNEY: Womenswear designer Daniel Avakian is already reaping the benefits of his recently launched bespoke service, with two corporate uniform contracts in the early stages of production.
Avakian has credited "word of mouth" praise from private clients for clinching agreements with famed Australian restaurateur Neil Perry and communications agency Publicis Mojo. While both commissions are still undergoing due diligence, Avakian confirmed the latter would involve creating custom-made suits for executives headquartered in Sydney.
Perry's ambitious commission involved the creation of 'Gatsby-themed' garments for waitstaff, hosts and managers at his new, $35 million dining venture in Sydney's iconic City Mutual building. Avakian was still reviewing fabrications at the time of press but said diners could expect to see luxurious, 1920s garments in premium silks and muted color tones.
"These aren't your tyAvakian launched his bespoke service late last year in a bid to "familiarise" himself with his core market and supplement his growing wholesale business. He said word of mouth recommendations from clients not only resulted in more private commissions but had helped to grow the profile of his 18-month-old brand.
"It's important, especially with the economy is turning, not to put all of your eggs in one basket," he said, adding his wholesale arm did not operate on massive volumes and serviced specialty boutiques and niche online stores. "I like being able to create runway pieces and having my hand in different areas allows me to do that [profitably]."
Product diversification also allowed the designer to strengthen his relations with fabric suppliers, cutters and pattern makers with the designer employing the same team across his ready-to-wear, bespoke and corporate uniform collections.
Avakian launched his eponymous brand at the 2008 Rosemount Australian Transeasonal Fashion Week (staged in October 2007) with a collection of tailored jackets, cigarette pants, voluminous blouses and sharply-cut dresses. He continued the futuristic theme with a ready-to-wear range at Rosemount Australian Fashion Week's spring/summer 2008/09 instalment.