Friday, July 2, 2010

In Vogue (Italia): Gail Sorronda

The last time we caught up with Gail Reid – the designer behind the Gail Sorronda label – was at the launch of the L’Oréal Melbourne Fashion Festival in March. She told us her agent had scored her a freelance gig with the Roberto Cavalli design studio in Florence. Four months later that’s yet to transpire, but Reid is at least en route to Rome on Monday for her first Italian fashion show and Cavalli is, she claims, on her guest list. On July 10, Reid will take part in the sixth edition of Who Is On Next, an emerging talent competition organised by Alta Roma and Vogue Italia. Reid is one of seven finalists in the running for the prize booty: 5,000 euros, a solo show at Milan Fashion Week and a standalone feature in Vogue Italia. All finalists get to show 13 outfits in the event's group show and take part in a special WION supplement in Vogue Italia’s September edition, so it’s pretty good exposure either way.

Reid, who is a four time LMFF Designer Award finalist, won Queensland’s Mercedes-Benz Startup competition in 2005, scoring a group show at the following year’s Rosemount Australian Fashion Week.

“I wouldn’t be doing what I’m doing now if it had not been for that one catalysing moment” she tells frockwriter.

Above and below is a preview of images from Reid’s lookbook for her ‘Murmur’ SS1011 collection that was unveiled at May’s RAFW, which will feature in the September liftout.

all images: supplied by gail sorronda


Jen said...

I thought the main picture was of Tilda Swinton! That's a compliment from me by the way...

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