Inksoffjohn gets its commercial mitts on

MELBOURNE: Couture designer John Giovanoglou describes his recent experience at Rosemount Australian Fashion Week in life changing terms.

"It made me realise that I had a new and exciting product to offer and that there was a market for it beyond Australian stores."

After receiving an "overwhelming response" from international buyers agents and distributors at exhibition area The Source, the Melbourne based designer said he decided to ramp up his operation - switching from one-off couture commissions to full scale production for spring/summer 2007. 

Earmarked for an early December release, Giovanoglou admitted his first commercial range wasn't an easy one to produce.

"With couture and one-offs, I was creating them whenever I was hit by inspiration. With running a label, you must keep up with demands, costs and be producing ideas way ahead in order to meet deadlines. It's a whole new ball game."
Largely comprised of dresses, inksoffjohn's spring/summer collection features delicate crushed satins contrasted with heavy knit ribbing, wool, soft leather and metallic hues.  Priced from $200 to $350, Giovanoglou said it is manufactured locally with a strong emphasis on cut, shape and fabric.

"I want to create a successful brand that will be here for the long run. A brand that won't follow trends but create them, set a standard and be known for bringing something different to the table."

Part of this process included frequent collaborations with graphic artists and musicians, Giovanoglou said. His latest venture, devised with Melbourne graphic designer John Low and released earlier this month, included a series of technicolour portraits that showcased his clothing range. He also recently designed and styled a video clip for local rock band Young Husband.  

"We're shooting their filmclip for their first single and I've produced all garments and styling for it which is awesome. They're a great band."

Giovanoglou's first spring/summer collection, released under his inksoffjohn label, is set to appear in Australian stores from December with agents and distributors also preparing to take the season to the UK, Hong Kong and New York.

By Assia Benmedjdoub