Sydney coat brand gets set for cocktail hour

SYDNEY: Womenswear designer Azizah Verrell is proof that capsule collections work.

When the Singaporean-trained businesswoman launched her namesake brand late last year, she specialised in couture-inspired jackets and coats. Barely six months on and Verrell, who was supplying her capsule range to Newtown's Beehive Gallery, has added a new category to her seasonal offerings.

"Customers demanded that we needed to have cocktail dresses to compliment our jackets. It's a good selling point especially because people seem to like my designs and want to see more of them."

Planning to debut the range at Sydney trade fair Fashion Exposed in March 2008, Verrell said it would include vintage-inspired designs in silks, satins and chiffons. Price points for the locally manufactured cocktail line would range between $120 and $380.

"There's always a niche market with something different especially in Newtown areas. We get many tourists coming into the Beehive Gallery and there seems to be a demand for uniqueness and exclusive products made in Australia."

Verrell's autumn/winter collection of coats and jackets – set to compliment the designer's new cocktail line - was inspired by films of the 1960s with rounded collars, flared sleeves, faux fur and silk fabrications, rich embroidery and square envelope pockets. Colours range from hot pinks and burnt oranges to rich browns and autumn hues.

Verrell said both collections were inspired by consumer demand, not international trends or fads. She said interest in dress coats – for cocktails, wedding, functions, cocktail parties and opera – had grown in recent times. 

"We create our own theme and try to be different from the trendsetters especially with our bright colours. Most of our collections are inspired by music, movies, arts and poetic phrases."

Verrell said she is currently finalising orders from her recent stint at Fashion Exposed – including a potential transaction with an American buyer.

"It's very exciting as it was the first time we exhibited. She really liked our product and design and said after attending six different trade fairs at New York Fashion Week, reckoned we would do well there."

Verrell's cocktail collection is set to hit Australian retailers in July 2008.