By Sarah Falson
SYDNEY: A partnership signed in November 2005 between Sunbeam and Alex Perry has “evolved”, to the point where the Sydney-based fashion designer has become the face of the leading brand of irons in the Australian market.
“First he launched the Accura digital iron, and now he has signed on as the face of Sunbeam irons,” a spokesperson for Sunbeam told Current.com.au today.
“The relationship with Alex Perry is a natural fit,” said Danielle McConnell, Category Manager for Sunbeam irons.
“Not only are Sunbeam and Alex leaders in their fields, but irons are an integral part of looking good.
“When we first approached Alex he was already a huge fan of the Pro Steam range, because steam is an essential tool in his design studio. He has now embraced Accura with its high steam output on gentle temperatures.”
Perry recently signed an exclusive retail deal with Myer Sydney and Melbourne stores to stock his new line of special occasion, evening and race-day ready-to-wear clothes and footwear on-site, so his designs are now more widely available.
The signature fine boning, hand-rouching, corsetry and feminine, shabby-chic lines and fabrics that define Perry’s ‘haute couture’ items can be found in his ready-to-wear designs, but these sport more friendly price-tags.
According to McConnell, the partnership between Perry and Sunbeam aims to build public confidence about ironing delicate fabrics.
“Our objective is to take the chore out or ironing and make it fashionable. Many people are scared of ironing delicate fabrics or don’t know how to iron garments correctly. We’re looking forward to sharing Alex’s passion and skill for ironing them.”
Current.com.au was informed by a floor-staff ‘temp’ at the Alex Perry retail store in The Strand Arcade, Sydney, that the majority of Perry couture and ready-to-wear clothing shouldn’t be ironed.
“They’re mainly silk fabrics here, so they’re pretty much dry-clean only,” said the temp, who wished not to be named.
“The few dresses we have here are dry-clean only – 100 per cent silk,” confirmed Angela Garces, floor-staff member at Myer Sydney store.
However, when asked if Alex Perry designs should be ironed, Yulia Mcauley – pattern-maker for Alex Perry who also works at the head store – replied: “Oh yes. We iron them every day. We have four Sunbeam Accura irons on sight. I know the labels say ‘dry-clean only’, but we iron them anyway.”