A Name, Without A Meaning?
Australian brand - Asilio - gains global attention taking minimalism to the next level, and for Kate Wallace, the traditional path is worth the taking.
“Someone told me recently,” says Asilio creative director Kate Wallace, “to put a daily reminder on my calendar: The universe will look after us.” For Wallace and her team, the universe has been on their side these past few months. Asilio is opening a second location come October – in addition to the celebrated flagship staple establishment in South Yarra – the brand’s four-year industry trek has been phenomenal. Once a wholesale driven label, the current focus is even more divergent than today’s modern-day business strategies. Aside from industry visibility in e-commerce (and conglomerate storefront), Asilio’s aim has remained on the “traditional” path. “Our strategy is predominantly brick-and-mortar, and selective wholesale partnerships internationally.” An “understated elegance, with an edge,” is just one-way Asilio’s creative team openly describes the brand and its collections. “We aspire for each collection to be discerning, yet minimalistic, with detailed elements.” The Asilio woman merged with the delicate care placed on Mother Earth, simultaneously acts as the team's motivational design muse. “We pride ourselves on the quality of what we manufacture, beyond our pricing matrix. At a comparative level of esteemed international brands, we are focused on ensuring conscious and cruelty-free practices.”
Launching a brand, many will voice knowledge of the one crucial component for its success: consistency. Taking note of today's social media influencers and celebrities, simplicity in a namesake makes for memorable business. For this team, the brand just came as a “slip of the tongue.” Asilio is a name without meaning. Established in Melbourne, Australia, ultimately earning status in 2018, what started as an acquired project, in time, became a global name. Yet, as a surprise to many, Wallace’s initial plan was to dominate in the courtroom. To paint a picture, think Elle Woods. “I initially studied Law before undertaking a degree in Fashion and Design, to me, it is unfinished business. One day, I hope to return and complete my studies.” Aside from a day at the office, the creative director’s life outside of Asilio means spending weekends at her coastal home. “It sits on the cliffs [in Melbourne] and the view is beyond magical. We have foxes living in the garden, and pelicans fly past most days. We take part in a hike on Sundays. Even a day here a week revives the soul,” heartened Wallace. With her newfound love and appreciation, for boxing, Wallace credits the workout to fueling her imagination and creativity. “[Boxing] has become my daily escape. Not to fight, but to master the strategy, and it is such a contrast to the rest of my world.” Weaving and utilizing outside hobbies and interests allows Wallace to perform her best for the luxury label’s consumers and future collections. For now, Asilio is pushing full steam ahead and Wallace is keeping her eye on the prize.
Over the last twelve months, Asilio’s creative team has been slowly retracting from the market and pruning their focus toward building a new foundation for the brand. Redefining femininity with an architectural eye garnished with intimate ruffles, cascading tiers and baroque lace, Asilio is carving a nonpareil reputation as the paradigm of contemporary chic. “We did such and believe it will build a brand we are proud of. We welcome our current clients, as well as newcomers, into our world and on this incredible journey.”
Amid the sport-leisure obsession, activewear dominates street style. In Australia, additionally, many free-spirited bohemian and resort brands have since been founded and launched. Thus far, exemplifying a much more casual design vibe compared to other major fashion capitals in the northern hemisphere. With a high admiration for contemporary art and traditional techniques and craftsmanship across many genres, Asilio has been using extensive travel note-taking to better the threads of their very collection. “We find travel as an inspired point of reference. We recently sourced some gorgeous laces from Turkey and intend to travel there again next year. Shibuya, Japan is a wonderfully manic, theatrical blend of fantasy and fashion. It usually all starts with the fabrication for us. In the process of development, we either source or develop from mills in Europe, New Zealand, and Asia, then we build the base of each collection from here and design around the customer predominantly,” exposed the creative director. Inspired by other figures and moments in fashion – Ossie Clark and the late ’60s, early 70’s British fashion movement – Wallace’s current trend focus with Asilio: Tran-seasonal Fall collection. “In our latest collections, we have been blending a juxtaposition of the ’30s covered buttons, Edwardian ruffled details, and Victorian-inspired sleeves – in our dresses and blouses – along with tailored power suiting.” Consumers will notice the ever-flowing silhouettes, in contrast to the current DNA structure of the Asilio brand, seen hinted throughout their resort and holiday lines.
“This is our trans-seasonal Fall injection. Just recently, we introduced lilac and olive into our color palette, which is predominately black, white, navy and grey. While experimenting and incorporating new schemes, we opted to freely play with differing sleeve details and ruffles.” Working to evolve, Wallace recalls her earlier stages in design. “In one of my very first design positions, I was told to always question ‘how many I could sell?’; although obvious, it is imperative to consider. So this is the advice I also pass on as well as the importance of having a presence on the shop floor directly with the client, it is invaluable to engage and share a little of the story of the creation of the garments from start idea to finished product.”
With a budding reputation in the international circuit and a global impact, we were curious if the upcoming ventures on the horizon for Asilio. With an eye for New York City, it seems creative director, Kate Wallace, aspires to train and complete a Marathon, “hopefully the New York Marathon in 2020,” she says with a laugh, “If I commit and commence training forthwith.” Staying true to the polished and edgy persona of the Asilio woman, it is the ‘Ivory Tie Front Blouse’ the creative opts for. “The fabric is so special and works with both denim and a tailored look.” As a newly acquired venture already making an impact, one can only imagine the strides to be made for this Aussie Atelier in years to come.
