Having interned for a myriad of Australian Fashion Designers such as Vanishing Elephant, Josh Goot, Dion Lee and Romance Was Born, Alana Flood is a rising star behind her self-titled label. Not afraid to experiment with bold colours, layering and movement, we go backstage with Alana Flood – an emerging Australian brand you should watch out for!
Name: Alana Flood
Occupation/Title: Emerging Fashion Designer
How did you make a start in fashion? Did you study or take a course?
I studied Textiles in High School, but I suppose I really started when I began my Fashion and Textiles degree at University in Sydney.
Describe your workspace and how has it grown and adapted to your business?
My work space is still quite small at the moment, so everything is really thrown together and has a mind of its own. The most important thing that does grow and adapt is my mood board wall, where I am constantly putting up new inspirations.
How do you record your ideas and inspirations for a range?
I always have a journal, which I often spend way too long choosing, trying to get the right paper stock, size and thickness so that I feel inspired to work in it. Within the journal there are a lot of collages, sketches, and research paste ins.
If you could design an item of clothing for anyone, who would it be for, what would it be and why?
I always think it would be incredible to design for someone who is from a completely different era and of a different design aesthetic. Someone who would push me out of my comfort zone and away from what I know. Imagine designing for David Bowie when he was creating Ziggy Stardust, or for ABBA during the 70s!
Who is your favourite artist and why?
I don’t think I have a favourite per say. I am drawn to different artists at different times based on what my current design work is. I was recently in Japan and saw the work of Takashi Murakami for the first time. His work, ‘The 500 Arhats,’ involved intricately created canvases that spanned over 100 metres. It was incredible. However, I was actually more drawn to his creative process and ideas.
What do you personally hope to bring to the Australian fashion landscape?
What creative (or non-creative) pursuits do you enjoy outside of work?
Travelling is something that I really enjoy. It always refreshes my ideas. I also find writing really helpful, it is an easy way to reflect and often reconnect with ideas that may have fallen by the wayside.
Describe a dream creative project you would love to undertake.
I am currently trying to design some pieces for an Australian rap duo-which I’m pretty excited about. I think designing for anyone who is in another creative field is always a dream, as you can take your work to a completely new place.
Do you ever feel exhausted? Or dream of the stability of a 9-5 job?
I think everyone in any sort of creative industry has dreamt of routine and stability at one point. But I think we all realise we would probably only last a day or two before being bored silly.
Do you have any advice for others who wish to turn their passion into a business?
I would say to anyone who is wanting to make a career out of their true interest to…just do it!
Where can we be friends and get social online?
Like what you see and wanna be part of the #geometricgirlgang?