SYDNEY: Daniel Avakian has proven its not just women who see the benefits of a man in uniform.
The designer has scored a double header with his recently launched bespoke business, securing a second uniform contract with famed restauranter Neil Perry and a new account with boutique Sydney eatery Sugarcane.
As reported in the February 27 edition of Ragtrader, Avakian was approached to design black and white uniforms for Perry's multi-million dollar Rockpool Bar & Grill restaurant in Sydney. Just three weeks after the commission, he delivered 120 units comprised of washed silk satin dresses for the venue's hostesses and 100 per cent fine wool suiting and silk twill ties for its general managers.
The range was manufactured locally, with fabrics sourced through Sydney-based suppliers and a patternmaker contracted to assist the designer. Avakian said he was now working on a second order for Perry, who has commissioned him to create suiting, shirts and trousers for head office employees.
Avakian, who debuted into the domestic fashion scene at the Rosemount Australian Transeasonal Fashion Week in 2007, said he was focused on growing his bespoke arm over the next year. Private commissions included wedding dresses, special occasion wear and custom suiting for corporate workers.
"I still want to make [seasonal] collections but uniforms and bespoke work make good sense right now," he said. "It just keeps growing and growing through word of mouth - all of the work I've done with uniforms has been through people talking about me to other people. Rosemount Australian Fashion Week was good for me in terms of building my profile."
In addition to his hospitality commissions, which now also included vests and shirting for staff at Surry Hills restaurant Sugarcane, Avakian said he had started work on a premium suiting contract with advertising giant Publicis Mojo.
This included between 35 to 40 individually fitted suits produced using fine wool from Saville Row icon Holland & Sherry. The navy suiting, to be complemented with tailored shirting, would feature customised lining and brass buttons.
Avakian said delivery of the range would commence from June.