The name Alexis George is synonymous with beautifully created bridal and haute couture and has been since the brand’s inception in 1980.
With this year’s Adelaide Fashion Festival presented by Mercedes-Benz Adelaide fast approaching we take a look at the story behind the iconic Adelaide Design House.
Established by George and Pat Georgiou, Alexis George began in a small shop in Gawler Place. The first of its kind, the shop was always full of people wanting to get a glimpse of the beautiful gowns and fabrics. As the business grew so did the demand for the beautiful designs. At one point they were actually selling more dresses in Sydney than in Adelaide. That’s comes as no surprise to us, the dresses were and still are so beautiful!
By 1990 they had outgrown their city location and moved to their Unley Road shop where they are still based today.
That year was one of milestones for the Design House as they also entered the National Studio Fashion Awards. Coming up against some of the top designers in Australia, they ended up taking out the Best Australian Cocktail Wear, Best Australian Innovative Bridal Wear and also took home the Gold Award for Overall Best Australian Designers. Now they are some awards for the poolroom! With a cash prize of $5000, they took their 4 children to Bali for a much needed and deserved holiday.
Like so many other businesses, Alexis George did feel the pinch of the Global Financial Crisis… They were selling up to 100 school formal or party dresses a year at around $600, but when their share dropped to only a handful, they couldn’t keep the price below $1200. In a bid to get their customers back they thought on their feet…
Son Andros had shown an interest in fashion, starting in men’s fashion but then proving himself in the world of women’s fashion. And so Lexi was born.
This brand was their answer to having amazing pieces at a retail price point (around $350 – $500). Since 2012 the diffusion brand has been designed in Adelaide by Pat and Andros and made in factories in Adelaide and Melbourne. Local and we love it!
With a certain standard to maintain after the success of Alexis George, Lexi continued on that path. Well designed, well made and using only quality fabrics, the label has really taken off.
When we say it has been taking off, we meant it. Hello New York Fashion Week! In 2014 the third collection of Lexi was shown at Fashion Week on the world stage, and people took notice.
Fashion Fact: Lexi has been worn by Orianthi, Jennifer Hawkins, Kim Kardashian, Laura Dundovic, Nicole Ritchie, Natalie Bassingthwaighte and Erin Wasson.
Intermix and Barneys have requested specially and exclusively designed pieces, for which the work will begin in 2016.
One of the most hotly anticipated shows of the Adelaide Fashion Festival is of course the Alexis George/Lexi Runway Show held at the specially built AFF Runway in Hindmarsh Square. Styled by Nicole Bonython-Hines the collection on show embodies the essence synonymous with bridal and haute couture label Alexis George. Lexi showcases a strong Ready to Wear line with trans seasonal pieces using quality fabrications and classic silhouettes.
Looking for Lexi? You can find it in Wild Child Style Lab, TuYu, Sooki and Nikki Belle.
Alexis George introducing Lexi: 23 October 2015
Date: Friday 23 October 2015
Time: 6:30pm – 8pm
Venue: AFF Runway – Hindmarsh Square, SA 500
Front row $80, Second row $50, Standing $30