BEHIND THE BRAND
Designer Aurelia Sutanto talks about her brand Laison.
pon graduating from the in 2012, Aurelia Santoso had a chance to work for Londonbased Greek fashion designer Mary Katrantzou.
The experience, Aurelia said, helped her get the know-how needed to run her own fashion house.
“I learned about the design process, how a fashion company worked on a day-to-day basis, the process of using print [and] how to design and cut your own prints,” she says. “I learned some techniques from there as well.”
Back home, Aureila, along with three friends, launched their Laison label in 2014. Here she shares more on the brand. Tell us about your designs They’re elegant. I like elongated patterns, not too body hugging— very tight on the body. [Design] should come from something that’s comfortable. When you feel comfortable, then you’ll feel What do you want people to feel when wearing your designs? Empowered, that they have control in their lives. Laison is for women who are independent. They are breaking lives – of who they are – and be okay with it. What makes your brand unique? Our brand is more toward affordable luxury. Our clothes are well-made and set to a certain standard. We don’t have a really high-price for the clothes, yet the detailing more expensive materials. We also want it to be relatable for customers. Laison comes from the French word liaison, which means relationship, so we’re always trying to be that – a label that is approachable and also has a relationship with customers. From different things. I can get inspired by art, music, movies and every collection is always different to me. For example, our latest collection – Spring/Summer 2015 – comes from lucid dreaming. It always comes back to Liason’s brand identity. We dream and want things – but we don’t just fantasize, we control the dream. What’s the toughest part of the business? Hiring the right people, working with the right people, production. Starting something is never easy, especially when you build something from zero. The brand has only been around for a year, so there are still a lot of things need improving. To get to the point where everything is perfect, it will take a lot of work and time. How are you feeling about your work so far? I’m pretty happy with building Laison up to where it is now. I take pride in my team - the Laison team and everybody that’s been working very hard. As for personal achievement, it was when I showcased my collection at the Mercedes Benz Fashion Week Australia 2013 and when I got accepted at Mary Katrantzou.
DESIGNER AURELIA SUSANTO TALKS ABOUT HER CUSTOMMADE FASHION CAREER.