Punk glam Angel takes flight
Angel is the creation of Mercedes Start-Up finalist Justine Davis, who launched her high-end label Davis Eyes early this year at Sydney Australian Fashion Week, and has since garnered hefty overseas interest from countries including Dubai, Europe, Japan and the US.
Showing Angel at Fashion Exposed, Davis also featured Davis Eyes and Angel in the New Generation parade at Rosemount Australian Fashion Week (RAFW) in the same week.
Angel targeted the 18 to 30-year-old market, with prices ranging from $80 to $350, while Davis Eyes - now boasting two accounts in Sydney - targeted the 25 to 40-year-old market, with prices ranging from $200 to $800, she said.
"Davis Eyes is the signature line and has a very silky, luxe, punk glam feel, while Angel brings the same styling into every day wear, with a lot of stretchy fabric, metallic tones and stretch hooded dresses and wrap tops."
The launch of both labels followed extensive market research, she added.
"When I finished my education I knew I needed to find where my uniqueness lay. Australians love that rebellious, street alternative look; that's why surfwear is so huge. But there wasn't that much of the look in the high fashion arena."
The new generation of designers regarded the export market as an immediate opportunity, Davis said.
"I always thought this would be a global thing from the word go. [Government export body] Austrade has been incredibly supportive."
The experience of Fashion Exposed's preview and RAFW had been "fabulous".
"If anything it's exceeded my expectations," she said, adding that even a mishap when model Vanessa Wilde's tights fell down during the RAFW parade proved a golden opportunity.
"I really couldn't have hoped for better publicity. It got exposure for the brand in all the leading newspapers."