I first met Alannah ten years ago through my friends that owned the Supa fun point 5 store while I was working at Butter Beats. A couple of years later she did what all creative young Aussies do- move to London. Look what it did for SIA and I’m happy to see it did great for Alannah too. Her sweet personality always reminded me of Winona Ryder’s character in Reality Bites. Indie, edgy, sweet, petite with big brown eyes you get lost in…

 

Her new cute collection titled ‘OH BOUY’ is inspired by online video series “Yacht Rock’’ It follows the fictionalized lives and careers of American soft rock stars of the late 1970’s and early 1980’s. This 22 piece collection includes simple yet playful pieces from navy and white striped tops, dresses and skirts, with graphic blouses and lots of denim and black velvet.

 

Last year Alannah Ashworth  launched her debut UK collection for label ‘Alannah’. Snapped up by the likes of Duffy, Katy Perry, Lily Allen and Kate Nash, Ashworth’s  range showcased her classic 50s noir styling cum trend-savvy edge to the London market.

 The 22 garment collection included simple yet playful pieces – from cute tailored separates, roomy jersey dresses, a graphic print tee – and is peppered by a black and white polka dot print and retro gingham fabric.

 Taking cues from her own styling rather than playing of current design trends, ‘Alannah’ embellishes Ashworth’s love of all things vintage however throws her designer tastes in to the mix as well (Mary Quant, Biba, Sonia Rykiel Knitwear, Jean-Charles de Castelbajac). It makes for somewhat of a Nylon-generation meets Hepburn styled look.

 “My designs are a little bit idiosyncratic, a little bit romantic and a lot of me,” says Ashworth.

 “I design for what I would want to wear and what my friends would want to wear and my current collection is heavily influenced by Japanese artist Yayoi Kusama. It’s a bit of a homage to her dotty pop-art creations.”

 The launch of ‘Alannah’ in the UK follows four successful ranges in Australia where the designer received national recognition for her work at the 2004 Mercedes Benz Start Up Competition and 2005 Australian Designer Awards.

 Ashworth has also spent time designing and styling in Japan, where her work was exhibited at the Design Festa Gallery in Tokyo.

“Fashion is a labour of love for me and the opportunity to launch ‘Alannah’ in the UK is all about contributing to the fashion culture – like adding my own ideas to the bigger picture to see what we come up with.”

‘Alannah’ is available to order through www.alannah.biz , www.fashionexchange.co.uk and www.lallyscloset.com