Alannah Hill is back in business and on her own terms. The much loved quirky, red lipstick wearing Melbourne designer, has finally announced she is back with her brand new label, Louise Love, launching for SS14.
After a painful resignation of her namesake label, Alannah Hill, as well as losing the rights to her name with the sale of the label, she is fighting back by launching her self funded new label. It hasn’t been an easy time for the vivacious designer adjusting to a new life and she admits she has had her doubts, but maintains it is her loyal supporters who have given her the push to produce her new label.
In a press statement, the auburn haired designer admitted she struggled with saying goodbye to her former business and name.
“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!”
“My brave new world is rather terrifying at times, as 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!”
Alannah Hill is not the first Australian designer to lose her name when selling to a corporation, Kit Willow and Peter Morrissey also suffered the same fate, albeit Peter Morrissey eventually managed to successfully buy his name back after a lengthy process many years later. In a time where individual designers are finding it tough to stand on their own two feet without financial assistance, and with the Australian fashion industry becoming more dominated by the influx of mass marketed cheaper chain store merchandise, this can only be seen as a win to the industry.
The new label, Louise Love is completely independently owned and funded by Ms Hill and despite the launch of her first collection titled, “She Moves with a Glittering Entourage”, she has proven she still has strong industry support as she has already signed an exclusivity agreement to stock in David Jones. (incidentally in the same department store where her former label resides).
Louise Love is targeted at a medium to better end customer with the collection consisting of colour, with floral prints, sequins, vintage trims and buttons. Silk dresses, beaded evening and appliqued day cardigans, elegant sexy skirts and romantic blouses.
The capsule collection features a 60 limited edition styles which will be in Australia. As stated in fashion industry publication, Ragtrader; prices will range from $599 to $899 for dresses; skirts from $299 to $599; jackets from $279 to $299 and; tops from $249 to $499.
In a personal touch Alannah Hill will herself hand deliver the first 30 orders made online, within the Melbourne CBD, much to the delight of her loyal customers.
You can shop the collection at www.louiselove.com.au