It’s that time of year, when local designers and retailers hit the catwalk for the state’s most fashionable charity event. This year, STYLEAID is channeling the swinging 60s to raise funds for the WA AIDS Council. Scoop talks to the local boutiques taking part and reveals what we can expect on the runway.
Nell's Emporium
Fenella Peacock, Designer/owner
What draws you to STYLEAID?
It's hard to distinguish, really. Raising awareness for AIDS, the chance to hang out with Aly May and all the crew that make STYLEAID happen, or partying with everyone backstage. This year's STYLEAID is all about showcasing the talents we are incubating at Nell's. There will be six or seven designers showing with Fenella Peacock – there's Sophie Kyron jewellery going back with the Duxburysilk scarves, and super-chunky knitwear with silk knickers.
What can we expect from Nell's Emporium this year?
The way I do business is changing and I'm really enjoying hand-picking and developing labels in store. Currently the store is all West Australian, and the quality and design is really great. I'm planning to promote Nell's interstate and overseas.
You're very well respected in the industry, what do you feel has been your key to success?
Never, ever give up, and keep smiling.
Any local designers you are excited to see at STYLEAID?
I'm excited to see Monster Alphabets and I Love Mr Mittens, Costarella, and this year Duxbury is showing with Nell's, and that's super-exciting.
This season is all about...
Silk wrap dress with a military feel, billowy shirts, shirts and shirt dresses. For me, it's indigo, soft pink and khaki.
Nell's Emporium, 15 Glyde Street, Mosman Park (08) 9284 6009.
Pieces by Fenella Peacock are showing alongside a number of labels from Nell's Emporium.
Dilettante
Diana Victoria Paolucci, Director and buyer
What draws you to STYLEAID?
When I was a Central TAFE Fashion student in 2002, Aly May was one of our industry lecturers and invited us to display our garments as a part of the runway show at STYLEAID. This was my first encounter with a large fashion production in Perth, and my first memory of workingwith Aly. Anyone who has had the pleasure of working with her knows how much passion, sweat and tears she puts into STYLEAID. This is what keeps me coming back year after year. It also presents us with an opportunity to be creative with our peers and friends in the industry that we may not get to see often. The fact that it's all for a charitable cause is the icing on the cake.
What's the key to Dilettante's success?
Like any business, the key to our success is in having a dedicated and passionate team who work together for a shared vision. I believe our clients enjoy their time at Dilettante because we don't take ourselves too seriously, we enjoy what we do and we always have fun.
You recently had a store relaunch?
We have had an overwhelming response from the new Perth store. Our clients like the fact that they can actually see what they are buying now!
Any looks that you wish would disappear?
Designer knock offs. Flower crowns. Instagram mood flatlays.
What's on your wish list for this coming season?
Rick Owens A1 flight jacket in black silk. Margiela black cocktail dress and patent leather ankle boots. Acne jeans and t-shirts in every colour. And the Acne all-white sneakers.
Any local designers you are excited to see at STYLEAID?
Rebecca Paterson's 33 Poets. Her presentations are always executed with great attention to detail, from the styling to hair and makeup, and her industrial music choices always shake up the crowd.
Key pieces this season?
Marni's pink leather jacket with laser cut, tulip inlay and red leather fringe bag.
Dilettante, 575 Wellington Street, Perth (08) 9322 2717.
International labels Ann Demeulemeester and Marques Almeida (right) from Dilettante.
Varga Girl
Leith Groves, owner
What draws you to STYLEAID?
We were asked to participate by the amazing Aly May and feel so honoured to be part of such an iconic WA fashion event. Varga Girl will be showcasing an eclectic mix of our favourite looks for the season, featuring local and international brands and exclusive, never-been-worn designer vintage from the ML Vintage collection.
WA has always produced such unique, high-quality talent, which we have supported for 20 years, and I am very excited to see what our local creatives have designed and made.
Anything new for the business this year?
We are just about to launch the final capsule of the ML Vintage collection, of which we are the exclusive WA stockist. Acquiring the ML Vintage collection has been one of the biggest highlights of my 20-year career. We are also looking to start an online store, which is very exciting. And we are currently featuring a fun, friendly, but fierce styling competition on our Instagram account – our staff/stylists have put together some amazing and inspired looks for the season. Head to @thevargagirls to check it out.
Key (must have) pieces this season?
Citizens of Humanity 'Arielle' mid-rise slim jean is selling like hot cakes in three different washes. Empire Rose Twill Luxe Trainers in black – we cannot keep up with the demand for this versatile pant. Current/Elliott The Fling jean, which is a slimmer version of their cult boyfriend jean. Converse trainers – the everyday, go-to shoe.
Varga Girl is an iconic WA boutique – what do you think is the
key to success?
I believe that the Varga Girl team has always offered incredible and genuine customer service, tailored to cater to our diverse clientele. There is also something in the store for all sizes, shapes, styles and ages, offered at different price points.
What's top of your wish list?
Anything from the ML Vintage collection, especially some Missoni printed flares from the 1970s!
Varga Girl, 148 Oxford Street, Leederville (08) 9444 8990.
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Atlas Divine
De Williams, director
What draws you to STYLEAID?
We were honoured to be asked to be part of STYLEAID again this year. Besides the obvious reason of loving being a part of helping raise awareness and funds for an amazing cause, STYLEAID is the largest parade showcasing the best Australia has to offer in fashion. Plus it's a great party!
What are your plans for the show?
It's so hard to pick from our 80 labels, but we will be offering a representation of the coming season and the new palettes from a small selection of our designers.
What's new for the business this year?
We are in our 21st year, and we will be introducing 21 new designers to our summer collections so Atlas Divine is constantly fresh.
Any local designers you are excited to see at STYLEAID?
We stock One Fell Swoop, so we can't wait to see what kind of a show they put on.
This season is all about?
Flares, felt hats, Adidas black-and-white sneakers, mesh, midi-dresses and structured maxi dresses. Pop art colours.
What's top of your wish list?
Solace London silver satin extra-wide flare pants!
Atlas Divine, 121 Oxford Street, Leederville (08) 9242 5880.
The must-have pant for the season from Solace, and IZOLA products from Atlas Divine.
STYLEAID GOGO, Friday July 31, Grand Ballroom, Crown Perth.
Tickets are $275 per guest, tables of 10. Enquiries or bookings
mreid@waaids.com.