Fashion Assassin targets top dollar

There can't be too many luxury designers out there who find inspiration in bathroom tiles and velvet couches.
But Alex Zabotto-Bentley, the eccentric brainchild behind urbanwear brand FashionAssassin, isn't known for following the pack. Recently launching his upmarket Gold Collection at Rosemount Australian Fashion Week (RAFW), the Sydney-based designer said it was influenced by everything from New York coffee houses to turn-of-the-century nightclubs in Madrid.
"We're not trying to pull a Jayson Brunsdon - this is something made for our own clientele - sexy, glamorous and global.
"Our brand has always been steeped in everyday, modern sportswear and as it's developed over the past three years it's really started to build its own signature style."
The designer, who also released his core spring/summer 2007/08 line 'Dirty Disco' at RAFW earlier this month, said in order to maintain the integrity of the brand, Gold sampled traditional prints from FashionAssassin archives.
A recent research initiative had found up to 80 per cent of his consumers were looking to purchase FashionAssassin eveningwear; in particular, dresses teetering above the knee, Zabotto-Bentley said.
Manufactured using high-quality silks, satins and silk-cotton blends, the limited edition Gold line includes a total of nine pieces; from billowing, micro mini dresses to rich, navy harem silk pants. Retailing at over $300, it is targeted at consumers looking to "glam it up for the evening".
"When we conducted the research, we asked them, 'what do you want to wear?', 'what do you want from us?', 'what haven't we done?' and the temper of the time at the moment is all about the dress - for day, for night, for everything."
Set for release in mid July, the Gold Collection will be available through Myer department stores and select boutiques nationwide.
While Zabotto-Bentley said he plans to launch a menswear version in the near future, he is also in collaborations with footwear brand Antoine and Stanley for an additional shoe line. Signalling out a metallic roman stiletto as the highlight of the range, Bentley said prices would be under the $200 mark.
In the meantime, the designer said he plans on developing his latest move into the luxurywear category.
"I'm belted to the design desk with all of these collections at the moment but I'm wrapped. This luxury part of it - finding the silks, dying them, overprinting them, finishing them - I'm loving it."


###