Louis & Barry go in search of the older dollar

SYDNEY: What do you call a label that fuses European styling with Australian sensibilities?
Louis & Barry.

Maria Papas and Rozelle Alacantra, who between them boast 24 years of combined experience in production and design, have launched a womenswear label aimed at  bucking the trend for "adolescent or waif-like styling". The pair said they wanted to target women aged between 30 to 45 years who had a high disposable income.

"We discovered that a young, trend-driven market consumes the Australian fashion industry," Papas said. "Although we do look at the current trends in fashion, we do not rely on them. We feel that our woman has enough confidence to be herself and dress with the same dignity and grace as her age allows."

The duo launched its first collection at trade fair Fashion Exposed in March. Produced from natural fabrications sourced from Italy and Japan, the range included printed dresses priced from $450 to $800, silk blouses from $350 to $450 and classic pants from $250 to $450. A muted palette of inks, creams, black, ivory and beige reflected the brand's desire to target a more sophisticated consumer, Papas said.

"Our palette is timeless which emphasises our philosophy of creating garments to last a lifetime rather than a need to follow trends," she said. "Our silhouettes also drape over the body rather glue themselves to it."

A majority of Louis & Barry garments are manufactured locally with intricate beading and handwork outsourced to India. Papas, a former production manager and fabric buyer, said attention to detail was integral to building the brand's future success.

"We aim to keep production in Australia as we feel our customers have a very discerning and value Australian-made products," she said. "At the same time, we feel that overseas manufacturers [such as those in India], are renowned for their craftsmanship and we want to produce only the best product for our customers."

Papas and Alacantra said they were still following up with potential clients for the consumer launch of their spring/summer 2008 collection.    

By Assia Benmedjdoub