Page 12 - FASHION
P. 12
Independent Media Inspiring Minds


by Amy Johnston

After meeting the man himself, he is without a doubt one of the most inspiring
individuals in the fashion industry. His story is unique and the history behind the
self-made-man he takes pride in, is admirable. Amy Johnston gives her impres-
sions on the highly successful and driven Australian couture designer.

Hes the man who admits he has more Botox than
Charlotte Dawson, but fashion designer Alex Perry
doesn t care what people think about him. In fact
that s his motto, and perhaps what makes this man
stand a part from the rest.
Speaking to an intimate audience during Fashion
Exposed at the Melbourne Exhibition Centre, it
is evident that Perry is an incredibly hardworker.
Starting out with a small boutique shop in Sydney s
Kensington, Perry worked tirelessly to make ends
meet creating womens couture dresses for weddings
and special events. He admits he has never worked
less than a seven-day week, and puts his success
down to his -25yearlong marriage with wife Mary
admitting, I wouldn t have survived without her .
Perry continued for eight years before making any
money, Mary supported me completely. I didn t
contribute any money to the relationship for many
years . It was his resilience and confdent attitude that
eventually saw Perry make it to daytime television
review panels, before landing a stream of magazine
spreads and covers featuring his beautifully intricate
dresses of embroidery, lace and vibrant colour. Perry
lists his infuences as anything from music and movies
to travel and art, as well his genuine understanding
of the female body and knowledge of what women Designing in Australia by Alex Perry
Photo: Julia Nance
By developing a relationship with his clients, Perry an experience to the woman he fts in a way that no
believes online shopping won t diminish his sales, other clothing store or online shop can do, sending
the Alex Perry girl thinks she is fabulous. If she can them away with a smile and wanting more.
aford one of my dresses she isn t going to buy online With an ever-increasing media profle, Alex Perry
at Zara or ASOS . Perry puts the key to his business believes that having great communication with
success down to his employees, namely his shop the media is an important part of building a brand.
assistant s, Sarah has been working for me in my His alliance with Specsavers and appearances on
Sydney store for years, if she ever quit I would kill Australias Next Top Model and Project Runway are
myself . He highlights that it is important to provide what has propelled Perry to celebrity designer status.

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