Alice Rawlinson is the designer behind emerging label ‘Divine Madness’. After producing an Alice in Wonderland inspired collection for her graduating year of Tafe SA, Alice received a highly commended award and was nominated for a Best Emerging Designer Award at the 2009 BMW Adelaide Fashion Festival.
Label…
The name of my label is ‘Divine Madness’. I chose this name because I think it’s a nice contradiction between the sweet, quirky, girly appeal that my designs have, but it also doesn’t forget about the eccentric and idiosyncratic style that makes the clothes so individual and quirky.
Target audience…
My designs are aimed at bold individuals who love to dress creatively and make a statement with their clothing. In the future I would like to work with professionals from the music and film industry, working with performers, helping them to develop a distinct image.
Inspiration…
Colour, shapes, textures, old people, my friends, animals, modern art, sculpture, children’s toys, fashion blogs. Currently my three favorite labels are Romance Was Born, Moschino Cheap and Chic and Manish Arora.
A style icon?…
Agyness Deyn is pretty high up there. Other than that I don’t really have a style icon. I think of a lot of my friends as style icons! I admire Lady Gaga for what she’s doing with fashion, but I wouldn’t say she’s my style icon.
Fashion beginnings…
My mum has always been really creative. She would take us op shopping as children and make us beautiful and elaborate dress up costumes. When I got a bit older she taught me how to sew, and I guess the creativity was always there! I’m sure that countless games of dress ups with my sister as well as the ‘fashion parades’ we put on for our family were inspiring for me too!
Education and Training…
After I left high school I took a year off because I wasn’t entirely sure what I wanted to do, but I decided to study fashion design at Tafe SA (Marleston Campus). I graduated in November last year after three years of full time study. The course gave me a huge variety of skills that I can now use in the industry – whichever path I choose to take. The course gave me a better perspective of the fashion industry and how there are so many different avenues you can take to get where you want and there is a huge variety of jobs to choose from within the industry.
What’s on the horizon…
A couple of things, I’m designing some outfits for a local band for a gig later this month. The other is a collection that is more of an art project than anything! I’m making a collection, where each outfit is my interpretation of a particular nursery rhyme. I’m going to use the garments for a couple of photo shoots and then sell them online.
Alice can be contacted on adivinemadness@hotmail.com.
(Jenna Munday)
