Willy Wonka gear to sweeten up fashion week

SYDNEY: Australian womenswear designer Daniel Avakian has an unusual resume.

Sure, the industry accolades are there - he graduated from a local fashion academy in 2003, won a scholarship to complete his masters in design at the acclaimed Academia Italian Arte Moda in Florence and even freelanced for designers Giles Deacon, Jonathon Saunders and Alice Temperley. 
But unbeknown to many, Avakian also once worked as a tow truck driver. Not that he sees this as something to brush over. 

"To be honest, I've learnt nothing comes easily," he said. "Hard work, self belief and perseverance are my mottos."
The designer, who's currently preparing for the official launch of his label at Rosemount Trans-seasonal Fashion Week in October, has nonetheless taken a lighter approach for his autumn/winter collection. Inspired by the recent film adaptation of Willy Wonka and the Chocolate Factory, his debut range contrasts bright, crispy silks with fine suiting and dark, slinky jerseys.

"I was inspired by lollipop wrappers and melting candy," he said. "The collection combines a mixture of my favourite construction techniques, contrasting razor sharp tailoring with freestyle draping and manipulating." 

Avakian has also created exclusive prints for two looks; Pixel Ombre which is an optical pattern that graduates from one colour to another and the Spiral Print which is inspired by spirograms and graphic illustrations. He said he wanted to create something that combined fine detailing, cut and craftsmanship with wearability.

"I'd rather develop one beautifully constructed and thought-out garment that oozes personality with an innovative twist rather than 100 boring ones. [My goal is] to always unlock the new and search for that finer detail that nobody else can find."

Priced from $200 for skirts and shirts to $800 for coats, the autumn/winter collection has already attracted five stockists throughout Australia. Avakian said he would eventually like to broach the international market.

"Tonight Stimpy, we will take over the world."

By Assia Benmedjdoub