Solve summer with this Australian label and their easy-going pieces
The name Magdalena Velevska will ring a bell for those who were fans of the Australian designer’s eponymous line or her work with high street brand Seduce but now, in 2017, Velevska is back with a fresh point of view and just in time for summer.
Alys, pronounced Alice, is the newest venture from the designer launching today and promising to solve all matter of wardrobe dilemmas with easy silhouettes, light-hearted prints and practical clothing.
“I took the time to have two little girls and I kind of felt that they’re now old enough and that I’ve had a little bit more time to give back to work as well and also I think have a lot of nice things to say to the customer again,” says Velevska of returning to design after pausing her self-titled line four years ago.
For Alys, the philosophy is simple, Velevska wants to produce clothes that are accessible in price point but also won’t compromise on aesthetics or the environment.
“What’s been important now that I’m also a mother of two - and it’s been increasingly important for me as a customer - is that it’s not just about beautiful clothes but a beautiful world also. We’ve got the choice to buy from companies with sustainable and ethical practices in our power and so we’ve made sure that Alys operates with a fair cycle commercial responsibility accreditation both here and overseas,” Velevska notes of the brand’s choice to use sustainably sourced natural fibres like cotton, linen and rayon.
“The idea is to give these pieces the longevity through the designs, original prints and good quality finishes so that that longevity is there and not just disposable fashion,” says Velevska, who adds while there’s a serious side to the brand Alys is supposed to be “fun, wild and youthful”.
With prices starting at $89 and hitting the $300 mark, Alys hits the sweet spot in terms of design and price – we dare you to take a look and not find anything you like. From separates to off-the-shoulder dresses and lace detailing, Alys is going to turn up on every beach as the mercury rises, so don’t get left behind.