ALEXIFREEMAN

E-mail Designer
A sneak preview of my collection for Spring/Summer. Contact us at alexi@alexifreeman to arrange an appointment to view the collection in the flesh, try on, and pre-order for delivery in September/October 2010. The ALEXI FREEMAN Diamondiferous spring summer 2010/2011 collection launches you on a kaleidoscopic journey through the modern wardrobe, as jewels of sparkling brilliance emanate from the phantasmagoria of pattern and print. As you cast your eyes upon the spectrum of muted pastel hues and monochromatic shades of grey, an array of casually sophisticated and thoroughly modern silhouettes are revealed. These are aided by multifunctional versatility, minimalist block colours and sci-fi accessories. The pixelated diamond print motif is the driving force behind this collection showcasing Freeman’s penchant for textile design, the painstakingly constructed geometric patterns shine from the surface of luxurious silk jerseys and satins throughout the range. The pastel story is a dreamy nostalgic print palette of spearmint green, bubblegum pink and champagne; reminiscent of the tones produced when light is filtered through a diamond. Distilling the choreography of light and carbon, the pastel print story evokes tranquility and is the quintessential palette for basking under blue skies and lying beside sea green oceans. The shades of grey print story brings us back to reality reading like urbane camouflage, perfect for manoeuvring through cosmopolitan jungles of concrete and steel. Referencing 1960’s pop, neo-cowgirls, sci-fi heroines and a hint of rock ‘n’ roll, a luxe sportswear feel is evoked via anomalous fabrications. Historically dressy silhouettes are reinvigorated with athletic functionality and sporty basics are laced with a hint of luxury. The mercurial quality of silk jersey and the mechanical stretch of the diamond mesh are utilised in Grecian style drapery, while the silk satin and crepe de chine is cut into feminine pleated tailoring. The waxed cotton voile comes through in the form of some softly tailored suiting, while airy knits and pleated shifts are cinched with adjustable snapped belts to compliment the contours of the body. A buttery soft leather biker jacket also adds a touch of androgyny and Parisian charm, while the tasseled accessories contribute to the texture, movement and artisanal feel. This collection also sees the introduction of collaborative accessories with jewellery designer Tessa Blazey under the acronym of TBAF, pieces are hand crafted from sterling silver and powder-coated brass. Diamondiferous also sees the third in a series of installation art projects in collaboration with Aaron Roberts of room11 architectural practice, investigating holographic extrusions of the diamond print central to this collection. Diamondiferous melds the sophisticated with the sporty, seamlessly combining these disparate elements to create a relevant collection that isn’t constrained by seasonal trends. Freeman references prosaic fashion territories as a departure point to create his deceptively casual, sexy and instantly recognisable ALEXI FREEMAN signature style. Freeman ambitions a valuable contribution to the vernacular of fashion that is paced with longevity in mind, designing pieces that communicate to a broad spectrum of women, proven by his diverse selection of private, corporate and industry clients around the world. The ALEXI FREEMAN SS1011 collection will hit stores in September 2010 and is available for editorial requests on an ongoing basis. www.alexifreeman.com SHOOT CREDITS: art Direction: platform5 photography: Marnie Haddad model: Lani Sommer hair & make up: Nadja Mott stylist: Alexi Freeman stylist’s Assistant: Isabel Migliore shoes: Tony Bianco sunglasses: Isson, Am Eyewear (page 8 only) Jewellery: Tessa Blazey in collaboration with Alexi Freeman Australian media enquiries: susie@prdarling.com.au +61 (0)3 9428 8864 All other enquiries: alexi@alexifreeman.com www.alexifreeman.com ALEXI FREEMAN STUDIO 66 B Johnston St, Collingwood Melbourne, Victoria, 3066, Australia + 61 (0) 413 355 290 ALEXI FREEMAN BOUTIQUE Shop F21, Level 1, Melbourne's GPO, 350 Bourke St, Melbourne, Victoria, 3000, Australia

About the Designer

ALEXIFREEMAN's picture

Alexi is based in Melbourne, Australia. He studied at University of Tasmania (UTAS). His collections are produced in Australia.

Alexi Freeman is a Melbourne-based fashion designer whose collections for women are manufactured locally incorporating elements of hand drawn & printed textiles worked into drape juxtaposed with tailoring. Since beginning his odyssey from fine artist to fashion designer Freeman’s professional experiences have taken him from the Diemen isle to the Bronx and back again. It is this bricolage of experiences that planted the seeds of his fascination and seemingly inevitable decision to push all other interests aside to marry himself, irrevocably, to the innovation of contemporary fashion.
Formally trained in Fine Art at UTAS majoring in print-making and sculpture (1996-2004)
Freeman’s practice heavily referenced fashion concepts and aesthetics, producing limited edition prints and garments before receiving the manufacturing Design Fund from Arts Tasmania (2005). The metamorphosis from Fine Art to ready-to-wear was a seamless progression for Freeman’s creative vision resulting in the genesis of the ALEXI FREEMAN brand (2006).
Freeman’s unorthodox approach to fashion maintains the essence of the vernacular
he developed as an artist. Drypoint etching techniques are utilised in the design and production of textile prints. illustrations dating back to Freeman’s art practice are reinvigorated on an ongoing basis influencing garment, styling, hair and make-up concepts in his collections. pattern and motif are informed by his cultural heritage as an extension of explorations begun as an artist.
An un-inhibited approach to construction is embraced, resulting at times in painstakingly labour intensive garments that not only reference the impossibility of the artists hand but simultaneously pursue a level of workmanship and attention to detail synonymous with high fashion.
Freeman’s raison d’être is to lure fashion into bed with art, catalyse the rise of understated avant-garde and popularise the notion of urban couture, all the while empowering and paying homage to the modern woman, in all her incarnations.
Freeman’s garments are dyed, printed, cut and sewn in Australia, produced with Australian textiles and yarns wherever possible, and ethical working conditions, design longevity and sustainability lie at the heart of the ALEXI FREEMAN label.
Freeman was a recipient of the Arts Victoria Traveling scholarship (2007) following
an invitation to attend the Bay of Fires workshop led by paris based Haute Couturier
Maurizio Galante. Winner of the Caulfield Classic style people’s Choice Award (2008),
recently named in The Age as ‘the next big thing’ and ‘ready to explode’, a top ten
finalist in the SOYA Fashion Awards (2009), selling to select boutiques in Australia,
New Zealand and Russia, and having opened their first AF boutique in Melbourne’s
GPO (2009), the ALEXI FREEMAN label is a brand on the rise.
“The ALEXI FREEMAN label explores directional elegance for women who are
enamored by the past, but lust after the future. it’s versatile clothing for the modern age, where comfort is everything but if it doesn’t make you feel sexy, then why even bother? it’s a sporty take on film noir, for an old fashioned girl who has just seen colour for the first time and still has stars in her eyes…”