ae’lkemi takes fashion to Milan

Perth fashion designer Alvin Fernandez, creator of ae’lkemi, is one of 50 international designers invited to participate in Milan Fashion Week 2006 in September.

It is the third time Mr Fernandez has been asked to show at the prestigious Milan event.

ae’lkemi was a player in the local and Australian fashion scene before going global in 2003, when Mr Fernandez secured deals to sell his creations to Italy and Saudi Arabia.

“And at the moment we are in negotiations with London and the US,” he said.

“Milan is such a great learning experience. I see what materials they buy. Fabric weights are really important, how they merchandise their products from start to finish and product presentation.

“And it is a huge opportunity to get international clients and make contacts.”

Mr Fernandez said that, unlike Sydney Fashion Week, Milan Fashion Week was on a much larger scale, constantly buzzing with activity and all sorts of different people.

“They know what they’re doing and they have the street cred. And the buyers come to you,” he told WA Business News.

Since graduating as student designer of the year in 1998 from the WA School of Art and Design, Mr Fernandez has focused on juxtaposing, or putting opposites with opposites in a fashion sense.

For example Mr Fernandez’ designs include a combination of an Edwardian theme with the Japanese kimono and the Russian Revolution.

“The coming summer is 1970s party, Peter Sellers and very Moroccan,” he said.

“We hand print the old school way so every piece is individual.”

Mr Fernandez is also looking forward to launching his menswear range for summer.

He said the move to the international market was not simple, particularly considering the added logisitics, paperwork, duty and customs associated with export.

“It is weird and exciting but you don’t really have time to get excited because you have so many things going at once,” Mr Fernandez said.

“The industry is very competitive and expensive but you just have to be true to yourself and do what you love.”

Mr Fernandez will use a $10,000 designer fashion grant from the Department of Culture and the Arts for showroom space in Italy, airfares and agents fees.