THE SECOND INCARNATION OF MELBOURNE’S MOST LOVEABLE (AND NAUGHTY) FASHION LEGEND STARTS HERE..www.louiselove.com.au
Alannah Hill will hand deliver the first 30 orders (within Melbourne’s CBD) made to Louise Love, the online store she opened last night. The designer, who split with Factory X last year and has been carefully developing her new brand Louise Love for several months, also announced she has signed with David Jones. Under the exclusive agreement, a selection from her 60-piece, locally made summer collection, will be stocked in stores nationally.
Miss Hill’s Sydney PR agency Trish Nicol, made the announcement: “Behind the plush curtain of the glittering new Louise Love brand is iconic Melbourne fashion designer Alannah Hill, the founder and original creative force of the brand that still bears her name. Alannah resigned from Alannah Hill in August 2013; and in a press statement released last year explained: “I did not recognise myself in my brand any longer and I struggled with this every day. It broke my heart to leave the brand I had built for 18 years. I felt I would never recover from losing my identity as my heart and soul was my brand. It is my real name after all!”
Louise is Miss Hill’s second name. “I always did have more than one name,” she says. “I felt I was so many girls in time with so much more to give. My second name is Louise, and my gift to the world is – LOVE!”
In a release, Trish Nicol described Louise Love in personal terms, as a real girl: “Louise Love doesn’t want to look like everyone else, but she’s thrilled when girls want to look like her – dynamic and soulful, veiled in twinkling mystery.” The first Louise Love collection, She Moves with a Glittering Entourage is; “An all-out decadence of colour, with floral prints, sequins, vintage trims and buttons. Inside the Louise Love glory-box fits an entire lavish wardrobe that will lift a girl’s mood sky high! Silk dresses, beaded evening and appliqued day cardigans, elegant sexy skirts and romantic blouses. The Louise Love girl loves beautiful, classic, fantastical clothing that creates chaos wherever she goes. She revels in a style of her own – with embellished deluxe yarns, imported European fabrics in exclusive original designs, witty larger-than-life accessories for the hopeful days and dark nights of all of our glamorous little souls.”
“My brave new world is rather terrifying at times,” Miss Hill confides. “Starting all over again had many highs and many lows (after visiting India I came down with typhoid fever that had me in hospital for 10 days!). I’ve always struggled with fear and courage but I had a sense of hope that somehow I could make this work. To be honest, it was my followers who, when I set up Louise Love online, kept me going with their messages of support saying, “You can do this Alannah”, which gave me strength every day. I was determined to start Louise Love on my own terms, so I borrowed everything to start my own business. I often wonder what the HELL I think I am doing!”
Something very right, Voxfrock suspects.
(Pictured below, Alannah Hill, photo: Simon Schluter, source: Sydney Morning Herald.)
Alannah Hill. Photo: Simon Schluter, SMH
with Janice Breen Burns, jbb@voxfrock.com.au
