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Alex Perry: ‘Certain Bloggers Are Just People Who Can’t Get A Job At Vogue’

Alex Perry might have been in the fashion business for 20 years, but he’s as excited to launch his new diffusion line, ALX, as any new designer would be.

RELATED: Kim Kardashian covers Vogue Australia wearing Alex Perry

RELATED: Kim Kardashian covers Vogue Australia wearing Alex Perry

The fashion maestro has invited Yahoo7 into his studio while his team shoots the lookbook for the new label – and he hovers behind the photographer dishing out advice.

“We’re getting too much crotch,” he says critically at one point, causing the stylist to quickly start re-arranging the clothing.

It’s this honesty that has gotten Perry where he is today – he’s a straight shooter, and everyone who works for him knows exactly where they stand – including creative director, Trevor Stones, who Perry says has been invaluable to his business over the years.

Behind-the-scenes of the ALX shoot.
Behind-the-scenes of the ALX shoot.

Their dynamic can be brutal at times, says Stones, but they’ve never had an argument before – every conversation they have is an honest one, which has allowed them to hone the incredible Alex Perry brand into what it is today.

The new ALX range, aimed at the Instagram generation (ie, 16-25 year olds) has all the markings of another successful brand launch for the duo. Comprising leather separates and flirty hemlines, the line has been designed with the everyday girl in mind.

And while Perry admits having Kim Kardashian wear his clothing on the cover of Vogue was “everything,” he also says it’s the girls he sees walking down the street that he’s designing for when it comes to ALX.

Kim Kardashian wears a custom Alex Perry corset on the cover of Vogue Australia. Image: Kim Kardashian Instagram.
Kim Kardashian wears a custom Alex Perry corset on the cover of Vogue Australia. Image: Kim Kardashian Instagram.

“I don’t want to copy whatever Kylie Jenner is wearing,” he explains. “I wanted to do something that the everyday girl would love. We did a lot of research beforehand – what are the girls on the street wearing? I even ventured into nightclubs to check out the trends.”

Interestingly, Perry and Stones have chosen not to employ a blogger to promote their line – usually the first stop for any brand looking to increase sales.

One of the designs from the ALX range.
One of the designs from the ALX range.

“There are so many bloggers that say they do a certain thing – but they don’t necessarily move product,” says Perry. "I always ask: Are you what you say you are? Or are you just a failed model who likes taking pictures of themselves? Could you not get a job at Vogue, so you thought you’d start a blog?”

The duo are both proud of the fact that they don’t buy social media followers – the reason being, says Stones, that it allows their authenticity to shine through – and they can also keep track of what their fans want.

For Perry, the key to his success is being his own best critic.

RELATED: Kim Kardashian covers Vogue Australia wearing Alex Perry

“Don’t just mindlessly say something is great because you did it,” he explains. "You can’t think about what you did five years ago – you have to think about what’s relevant now.

“The day after Vogue came out, I was thinking about what’s next – we never look back.”

The ALX range is available now at www.alxofficial.com