Thursday, 3 April 2014

Sorronda's 'guardian alien'

Australian designer Gail Reid, the mastermind behind
'Gail Sorronda' womenswear label, seems to have
a guardian angel by her side: with a background as a
model and stylist, the Brisbane-born and educated
designer (a QUT, Queensland University of Technology,
graduate) established her label back in 2005 after
winning the Mercedes-Benz Start-Up Award with her
debut collection briskly making a name for herself thanks
to a boldly romantic, goth-inspired aesthetic expressed
through diaphanous black & white dresses.

Gail carefully built up her label's reputation on a deft
interplay between feminine and masculine, black and
white, somber and bright. Her talent and her dogged
determination led her to old Europe where she took
Milan and Paris by surprise being suddenly praised as 
a designer to watch (Dolce & Gabbana cherry 
picked her label to be stocked in their flagship store 
in Milan and it soon turned to be a top selling one).

She started posting sneak peeks of her latest AW 2014-15
'Guardian Alien' collection at the beginning of the year
showing a purple orchid hiding the face of a model
wearing a sheer rose pink dress eventually revealing all
the trans-seasonal collection dainty looks. Gail teamed
up once again with fellow photographer Megan Cullen to
realize a pink-toned lookbook that to my eyes evokes the
glossy feel of lifestyle magazines of the 70s with classic
statuettes acting as alien protectors of the fine garments
in stores yesterday, including Gail Sorronda's James
street concept store in Brisbane's Fortitude Valley.

> all images © by Megan Cullen <

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