Charles of London to rock Fashion Exposed

MELBOURNE: Trendy UK label Charles of London is set to add some rock ‘n’ roll style to Australia’s competitive streetwear scene. Already sold across the United Kingdom, United States, Asia and Europe, the label will make its Australian debut next month after securing space at the Melbourne instalment of trade event Fashion Exposed.

The independent men’s and womenswear brand was founded five years ago when designers Mark Charles and Susan Mihalski set out to create garments which reflected what they termed their “eclectic, rock-glam” aesthetic.

Dubbed ‘Digital disorder’, the autumn/winter 2010 collection will launch with a range of 20 different pieces including sweatshirts, T-shirts, ruffled mini-skirts, leggings and printed canvas bags.

Signature looks include David Bowie and Iggy Pop-inspired prints, as well as fun images such as hotdogs, flies and hamburgers. Rock-star slogans, swear words and diamanté embellishments are also key features.

Handmade in London, the collection’s colour palette features bright pinks, greens, yellows, reds and silvers. Retail price points sit at $130 for a T-shirt, $180 for a sweatshirt and $250 for a dress.

Independent agent Monique Drinkwater, who secured the exclusive Australasian distribution rights for the label, described it as edgy streetwear –“vivid, loud, brash and young”.

“It is a really cool label. We call the style ‘perv-ocative’.”

Drinkwater said the response of Australian buyers to the first range would determine how many collections are sold here each year.

Drinkwater is seeking independent boutiques for the brand and would like to see it hanging alongside adventurous labels such as Melanie Greensmith’s Wheels and Dollbaby.