New designer dresses up international market

MELBOURNE: Victorian designer Yeojin Bae has had a dream debut.
Having only launched her womenswear line in January, Bae's self-titled label recently scored a double header when the collection was Ordering close to 75 per cent of her debut spring/summer 06/07 line, the retail giants join a host of New Zealand, Indonesian and Australian stockists who will carry her range from August 2006.
Bae said she was pleasantly surprised by the response and admitted she had not anticipated such immediate success. "I was incredibly thrilled to have the support of buyers who completely understood the product and were confident I would suit their markets.
"The collection isn't about following trends. I want to design pieces that are exceptionally finished, use original fabrics and have longevity."
Consisting of cocktail dresses, the line includes original 1920s silk prints, Italian linens, hand stitched cotton netting, wood beading and hand finished trims.
Retailing for between $390 and $750, the gowns also feature shades of ocean blue, yellows, nudes, black, coriander, corals and white, with pleated ruffles and layers of chiffon aiming to create "soft silhouettes". Although Bae said her designs aren't targeted at a particular age group, they appeal to fashion confident women looking to create their own look.
"This collection is all about demure pretty cocktail dresses with vintage undertones," she explained. "It's a paradox of both femininity and romance infused with street cred."
No newcomer to the industry, Bae believes her 13 years of design experience have helped to shape her label. Interning with international brands such as Marc Jacobs, Anna Sui and Robert Danes, she was also a designer for Australian labels Charlie Brown and Saba before establishing her own business earlier this year.
Hoping to continue its rapid expansion within the local and international markets, Bae also plans to drive sales in the Asian district having recently appointed a new sales agent whose task is to sell the collection throughout the Asia Pacific region.