Perth label eyes greener pastures

PERTH: Having already won over the domestic market, womenswear label Aurelio Costarella has set its sights firmly on building its presence in the US and Hong Kong.
The Perth-based label, which offers both ready-to-wear and couture ranges, is already stocked in three US stores notably American Rag Cie, We of the Never Never and Astrid. But in an attempt to raise the brand's profile it has appointed a Los Angeles-based agent and is preparing to appear at fashion weeks staged in both New York and the city of angels.
It is understood the brand also plans to work closely with government export body Austrade's Hong Kong office an attempt to entice more buyers - other than existing HK stockist Harvey Nicholls - to invest in the label.
The move comes at a significant time for Aurelio Costarella designer Ray Costarella who earlier this year was invited to represent Western Australia and present his autumn/winter 06 collections at the G'Day LA Australia Week designer showcase.
An appearance at Mercedes Australian Fashion Week spring/summer 06/07 event also proved beneficial with the label, targeted at women aged 20 to 50, securing international orders worth more than $200,000.
Included among the new stockists were Canada's TNT, Velvet (Indonesia), Gio Moretti (Italy), Designer Lounge (Kuwait).It is understood the label is still in negotiations with buyers from Hong Kong-based Joyce and Lane Crawford.
Costarella, who last year celebrated his 21st year in the industry, said while he was disappointed not to secure any new domestic accounts from MAFW, the international confidence in the brand had prompted him to make a return to retail after a 10-year hiatus.
This will come in the form of a flagship salon in a converted Post Office on the outskirts of Perth city.
The store, which will double as a studio, would house the ready-to-wear and couture collections as well as a range of antiques, rare books and magazines, he said.
The new store is expected to open later this month.