Man's man gets designs on women

Local menswear designer Oscar Calvo has scored a double whammy in his long term plan to take on the womenswear market. Calvo has been commissioned to design a dress for Jana Clack - partner of  Geelong coach Mark Thompson - to wear at renowned AFL event the Brownlow 2008 ceremony on September 22. Calvo had his first consultation with Clack on August 15, he said.

"I'm doing a beautiful full skirted gown for her, made from printed Italian silk in a palette of black, yellow and grey. It's got extensive pleating, a halter neck and an open back." Publicity from the dress - to be featured in an exclusive photo shoot in Melbourne tabloid The Herald Sun on September 18 - would provide a launch pad for Calvo's planned move into womenswear, he said.

As part of this strategy the designer had also taken on the role of overseeing the branding and publicity of local womenswear brand Sulu. First launched in 2006 with a "bridal party" profile, Sulu's 'After the Rain' spring summer 2008/09 collection was its sixth commercial range and marked a brand re-direction towards a more fashion forward styling. With average prices between $220 and $280, the new look Sulu would target the high end boutique market, he said.

Calvo's move to Sulu followed Sulu founder Sarah Shi's visit to the OC Oscar Calvo store on Johnston Street, Collingwood. "After the visit she emailed and initially asked me if I would design for her. After some discussion, we negotiated that I would come on board on a part-time basis to assist with the promotion of the Sulu brand, while continuing to oversee my label."

Calvo's involvement with Sulu had given him indispensable understanding of womenswear sourcing and production, he said. It had also facilitated the planned launch of an OC Oscar Calvo womenswear brand by year end, with Sulu taking a cut of the OC Oscar Calvo profits.

While OC Oscar Calvo and Sulu were both directional labels, they would be positioned differently, Calvo confirmed.
"My label would have a higher price point than Sulu's. It would really be designed to bounce off the OC Oscar Calvo menswear offer."

By Belinda Smart