Aus­tralian de­signer keen to study con­sumer taste in China

China Daily (Hong Kong) - - LIFE - By SUN YUANQING

While Aus­tralian fash­ion brands do not have much ex­po­sure in China as yet when com­pared with those from the United States and Europe, some of the coun­try’s de­sign­ers are get­ting no­ticed here with their dis­tinc­tive style.

Toni Mat­icevski, a top emerg­ing de­signer from Aus­tralia, made his de­but in Bei­jing in Novem­ber, in col­lab­o­ra­tion with multi­brand fash­ion bou­tique Lane Crawford.

The store also in­tro­duced Kym Ellery, another Aus­tralian de­signer, to China last year.

Known for his mas­ter­ful in­ter­pre­ta­tion of clas­sic sil- hou­ettes, Mat­icevski’s 2016 fall/winter col­lec­tion is a com­bi­na­tion of punk-an­drock style with fem­i­nine, se­duc­tive el­e­ments. The col­lec­tion high­lights gowns and dresses in black, white and grey tones for the up­com­ing fes­tive sea­son.

Born in 1977, Mat­icevski stud­ied at the Royal Mel­bourne In­sti­tute of Tech­nol­ogy. He then worked for Donna Karan and Cer­ruti be­fore found­ing his own brand in 1999.

The la­bel has been a fix­ture at fash­ion weeks in both Aus- tralia and New York.

His fol­low­ers in­clude style icons Ken­dall Jen­ner and Gigi Ha­did.

For Mat­icevski, the process of de­sign varies with the sea­son.

Some­times he starts with fab­ric and some­times the sketches come first.

He says his top in­flu­encers are his close friends, cus­tomers and his mother.

“They give me real and strong in­spi­ra­tion in terms of style and at­ti­tude.

“They are the peo­ple who re­ally per­form for me … It is about how they want to feel and things they want to show,” he says.

The brand has been ac­tively seek­ing an in­ter­na­tional pres­ence, mar­ket­ing it­self in Bri­tain, the US and Mid­dle East.

The fact that con­sumers in dif­fer­ent re­gions wear the same pieces dif­fer­ently is also a source of in­spi­ra­tion for the de­signer.

“For me, it’s not about bal­anc­ing mar­kets, it is about con­nect­ing with their (cus­tomers) de­sires,” he says.

Although Mat­icevski does not have im­me­di­ate busi­ness plans in China, he says he is fas­ci­nated by the coun­try’s her­itage and wants to re­turn to ex­plore op­por­tu­ni­ties here.

“I want to do more re­search and find out things not just for my com­pany, but for my own in­spi­ra­tion. It is nice to learn about their (the cus­tomers) pre­ferred styles.”

PHO­TOS PRO­VIDED TO CHINA DAILY

Mod­els present cre­ations from Ital­ian de­signer duo Dolce & Gab­bana’s col­lec­tion in a re­cent Hong Kong show.

PRO­VIDED TO CHINA DAILY

Toni Mat­icevski makes his de­but in Bei­jing show­cas­ing his 2016 fall/winter col­lec­tion, which high­lights gowns and dresses in black, white and grey tones.

Aus­tralian de­signer

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