Luxury fashion boutique Parlour X has lent its window space to emerging Australian label Iordanes Spyridon Gogos, following the brand's first Afterpay Australian Fashion Week (AAFW) show.
The two-week showcase displays the vibrant pieces of the brand and allows the brand to authentically tell its story, designer Jordan Gogos told Ragtrader.
"Parlour X is highly regarded in Australia as a premier luxury fashion boutique, known for carrying carefully curated pieces of internationally renowned designers.
"Designers choose to have their work in this iconic store because it not only makes sales, but because it elevates their work and their brand’s story has the opportunity to be communicated to customers authentically.
"Storytelling and representation in fashion is pinnacle to connecting to retailer markets," he said.
Gogos added that the display will also give the brand invaluable insights into what customers think of the label, helping to inform the brand's decisions moving forward.
"With Iordanes Spyridon Gogos fronting this iconic store – not only is it extremely validating to see a brand born from scraps pieced together – it gives the brand the opportunity to receive feedback with real audiences and for people to walk in, look at the pieces closely and learn about the craft and passion this brand is seeking to inject into the industry.
"It’s a huge privilege to get to speak Eva at such an early stage of the brand’s fruition because it allows for us to move onto future collections with a wealth of knowledge, meaning we can produce future works, or even move into more commercial territories without assuming what the Australian or international markets might be looking for," he said.
Parlour X founder and director Eva Galambos said that it's important for established retailers to support emerging Australian brands that have a unique proposition.
"It is important that established retailers supporting emerging design talent who have something unique and special to offer the industry.
"One of the key elements to understand is their business direction and their long-term view.
"If emerging designers have the production means and capability to produce collections and deliver on time, then it is wonderful for emerging designers to be introduced to new audiences and offer them the possibility to expand their business and continue their growth and development," she said.
Galambos added that she was moved by the brand's positive approach to fashion demonstrated on its AAFW runway show.
"One of the things that moved me following the runway presentation was the fact that his approach is so upbeat.
"I love that Jordan is a conceptual artist, defining himself as a creative and not simply a designer.
"This allows him to explore every opportunity possible and create pieces which are not just garments but moving pieces of art, whilst also allowing a space for inclusivity and diversity that expands and enhances our industry," she said.
Parlour X is located in Paddington, Sydney.