banner image

:: Spotlight :: Designer Spotlight - Alexi Freeman

By: Tanja Mrnjaus

Tasmanian fashion designer Alexi Freeman has quickly become noticed amongst industry observers and, as such, was voted in the Top 20 Hot New Designers at Australian Fashion Week in 2007.
Our fashion reporter Tanja Mrnjaus introduces the enchanting Alexi Freeman.

The birth of the label Alexi Freeman?

I was studying printmaking at art school, producing figurative work, and it became clear to me that the clothing I was designing for my portraits were far more exciting then the figures themselves, until one day it dawned on me that I should actually print these designs onto fabric, construct garments out of them and bring these dreams to life… and voila! Fashion label Alexi Freeman was born.

Who were some of the designers that inspired you grow your craft?

I’m in love with early twentieth century fashion illustrators such as Leon Bakst, Erte and also the costume designs of Gustav Klimt. I’m also enamored by Alexander McQueen and very recently am rather infatuated with another Brit, Jonathan Saunders.

Do you enjoy designing more for menswear or womenswear?

Well, being male it’s always very enjoyable to design something that I can actually wear! But I choose to focus on women’s wear at present as I find women’s tastes to be more in tune with my aesthetic. I am also more inspired by the female form.

Describe your Spring Summer 07/08?

My SS 07/08 focuses on hand printed textiles on fine fabrics such as silk jersey and silk-cotton voile, in black, white and shades of grey. I have also introduced some sterling silver jewellery this season centered on my double infinity brand logo.

What are your personal favourites in the SS collection?

I love the hand printed silk jersey dresses as they feel so luxurious on (so I’m told!). You just pop it on over your head, slip on some flats and you’re dressed for summer! No mess, no fuss, and they’re also perfect for wearing day into night.

Who would you love to see wearing Alexi Freeman?

Predictable as it may sound, ideally I would love to see style icons like Audrey Hepburn, Madonna and Kate Moss wearing Alexi Freeman as I think they all show so much confidence and personal style with their dressing. I’d also love to see more local girls wearing my work as I get such a thrill out of actually seeing my designs walk down the street. So that means you!

What do you wear?

I certainly wear my own creations as much as possible, but as I’m predominantly focused on women’s wear that isn’t always possible…

How would you accessorise Alexi Freeman?

I love the handmade shoes of Preston Zly, and I’ve started doing my own line of jewellery this season so that will be the perfect thing to accessorise my looks with! Alternatively they can be worn with just a smile.

Highlights in 2007?

So far this year I’ve been invited to show my collection at Debut in Sydney, and I was also invited to attend a design workshop at the Bay of Fires with Paris based Haute Couturier Maurizio Galante. I’ve had a showroom in NYC courting me, and my designs have been featured in many mags such as Instyle, FashionTrend, Who Weekly, City Weekly, MX and Fashion Journal and I’ve picked up a couple of new stockists south of the Yarra!

Where can I buy Alexi Freeman?

Directly from my studio in Fitzroy, by appointment please call 0413 355 290. My wonderful stockists: Milly Sleeping (Carlton), Moji (Prahran), Darling Town (Prahran), Lupa (Northcote) and Love & Clutter (Hobart).

For more information, visit