A Fashion label by Gail Reid
View recent Gail Sorronda Collections on Australian Fashion Review Blog.
Introduction to the Gail Sorronda Fashion Label
Australian designer, Gail Reid graduated with a Bachelor’s Degree in Fine Arts Fashion Design at Queensland University of Technology in 2004, and with a background as a model and stylist, she was already well equipped for a career within the fashion industry. The following year, Gail launched her womenswear fashion label ‘Gail Sorronda‘ after she became a finalist in the 2005 Mercedes-Benz Start Up Awards, where she showed her debut collection, ‘Angel at my Table’.
The debut Gail Sorronda collection was immediately well received, with half page speads in the likes of Elle UK and Harpers and Queen. Since then the brand has been a regular editorial features in many a prestigious fashion publication including, Grazia, Madison, Marie Claire, Ruush, Harpers Baazar, Oyster and InStyle.
In 2006, Vogue Australia named the Gail Sorronda brand one of the ’30 Names to Drop’ in Australian fashion. Since then she has been one of the select group of designers to team up with Target, as well as taking part in the G’Day LA and G’Day New York events. Having also shown at London, Paris, Italian and Australian Fashion Weeks, the Gail Sorronda fashion label has reached the pinnacle of the Australian fashion industry and is gaining notoriety in the international markets.
As of 2012, the Gail Sorronda collections are available in select boutiques across Australia, as well as being stocked in Japan, the UK, the Middle East, Russia and Italy, including the Dolce & Gabbana boutique in Milan. A full list of stockists can be found on the official Gail Sorronda website.
Gail Sorronda Fashion Label: Timeline Snapshot
- Gail Reid graduates from the Queensland University of Technology.
- Australian designer, Gail Reid launches her womenswear fashion label, ‘Gail Sorronda’ after winning the Mercedes-Benz Start-Up Awards with her debut collection ‘Angel at my Table’.
- Vogue Australia named the Gail Sorronda brand one of the ’30 Names to Drop’ in Australian fashion, helping to increase the domestic profile of the label.
- The Gail Sorronda fashion label was invited to take part in the ‘Designers for Target Australia’ initiative – the collaboration saw the Gail Sorronda brand create a capsule collection, which was stocked in Target stores nationally. Gail joins a select few of designers asked to take part in the initiative, which has included Stella McCartney, Collette Dinnigan, Zac Posen, Alice McCall and Josh Goot.
- The first Gail Sorronda concept store opens in Brisbane’s Fortitude Valley, with sponsorship from TCB.
- The Gail Sorronda fashion label makes its solo debut at Australian Fashion Week, with a showing at the Ocean Room restaurant at Sydney’s Circular Quay.
- The Gail Sorronda brand is short-listed for the Tiffany & Co. Designer Award, which is presented every year at L’Oreal Melbourne Fashion Festival to one up-and-coming designer. Other finalists included Dhini, Life With Bird, Alpha 60 and Romance Was Born, with the prize and $10,000 cheque going to Yeojin Bae.
- Gail Sorronda launches their jewellery line ‘Visual Slur’, which toys with the ideas of proportion, drama and a hint of dark humour.
- Gail relocates to Paris to develop the Gail Sorronda Spring/Summer 2009-2010 collection, entitled ‘Invasive Exotics’, with an Italian production company, which was subsequently shown at Australin Fashion Week the following year.
- Gail Reid was awarded the Queensland University of Queensland Alumni Award for ‘Excellence in Early Career Entrepreneurship.
- Gail Sorronda was selected as a finalist in the prestigious Vogue Italia’s Who’s on Next Competition, which offers the winner the chance to show at Milan Fashion Week.
- The Gail Sorronda brand is one of 21 labels, selected by Dolce and Gabbanna, to be stocked in the Italian fashion house’s new retail store in Milan, Spiga2.
- It is rumoured that Gail Reid is set to work as a consultant with huge Italian fashion house, Roberto Cavalli at their headquarters in Florence.
- The Gail Sorronda brand is selected for the third time as a finalist for the L’Oreal Melbourne Fashion Festival’s Designer Award.
- Gail returns to her alma mater, Queensland University of Technology to share the secrets of her success.
Aesthetic of the Gail Sorronda Brand
“I’ve always used black and white for its emphasis on silhouette, form and structure. I enjoy the clarity of the design process and not hiding behind pattern and colour.” – Gail Reid.
Inspired by her past studies in the Built Environment, Gail has become well known for her penchant for structure and perspective, sticking to monochromatic colour palette, choosing to eschew all other colours and prints. Each of the brand’s sculptural collections display strength and structure, which is softened with the use of delicate fabrics, such as silk organza and cotton tulle. A recurring theme in each of the seasonal offerings is opposition as evidenced by the contrast between the black and white colour palette, and contrast of the fabric and textures.
It is this unique Gail Sorronda aesthetic that has helped built a strong international following, which has included being hand selected to be displayed in Dolce and Gabbana’s boutique ‘Spiga2’ in Milan. The brand has also developed a strong celebrity following with Dita Von Teese, Mischa Barton, Winona Ryder, Lily Collins and Australian blogger Susie Bubble, all being fans.
The majority of the brand’s collections made in Australia – Gail says of her choice to support local industry: “I don’t like the idea of planned obsolescence. I personally would rather purchase a beautifully made dress made in Australia for $600 that will last a lifetime than a $60 mass produced dress that will end up being landfill.”
Visit the official Gail Sorronda website, here.