Allorae is the emerging Melbourne label making versatile, thoughtful basics
IMAGE VIA @ALLORAESTUDIO/INSTAGRAM
WORDS BY IZZY WIGHT
“I put so much time and consideration into all of the pieces that I make.”
Melbourne-based fashion student Imogen Kent had barely touched a sewing machine before 2020. In her free time, she started experimenting with creating simple camis, bandeaus and tees from remnant and deadstock fabrics. Her label, Allorae, grew organically from there.
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While Imogen is still navigating exactly what she wants Allorae to be, she’s committed to creating small-batch, versatile wardrobe staples. “I’m super proud of what I’ve been able to achieve while still being a mostly one-woman show,” she says. “I put so much time and consideration into all of the pieces that I make, and I couldn’t be more grateful for all of the support so far.” Below, Imogen speaks on the label’s beginnings.
Tell us about you. What’s your fashion background?
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My name is Imogen Kent and I’m 22 years old, and I’m currently undertaking an Associate Degree in Fashion at RMIT. I didn’t really have a ‘fashion’ upbringing, but I knew from a young age that sitting in an office [from] nine to five just wasn’t for me, and that I would be doing something creative with whatever career I chose. I’ve always had some sort of creative outlet whether it was dance, performing arts, drawing, painting, etc.
I hadn’t ever really touched a sewing machine before 2020… but looking back to high school I was always so intrigued by events like the Met Gala or fashion weeks, where you’d see these extravagant outfits. I also spent a small amount of time modelling when I finished high school, doing shoots and projects with fashion students – which I feel was definitely my first proper introduction to the fashion world.
How did the label get started? Talk us through the process and the challenges.
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I had never seen myself having my own label or business – I had no idea how to sew until the COVID lockdowns started in Melbourne. When COVID hit, I was left without a job and wasn’t eligible for any government payments at the time. So, I decided to learn how to sew face masks and started to sell them. With all the spare time I had, I also started to experiment with making my own bags and clothes.
It wasn’t until mid-2021 that I was starting to feel confident in what I was making and actually started wearing the pieces I had made. At this point, a few friends suggested that I could start my own brand… I set up a business Instagram and started sourcing fabric and creating mood boards for my first collection.
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I think the hardest part was initiating the whole process – I had to learn from scratch how to properly design pieces and make patterns, as well as how to set up a website, [and] where to source fabrics… it was all super new to me. Fast forward to February 2022, and I had launched my first collection!
What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
At the time I created Allorae, I thought it would just be a side hustle… but now, the more it grows the more I can’t wait to work on it full-time and pour all of my energy into it! Allorae is always evolving. With fashion, it’s so fun because you have the ability to be able to get creative and change up your look with different trends, silhouettes, colours and textures.
How would you describe your label to someone who’s never seen it before?
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I honestly feel like I’m still navigating exactly what I want Allorae to be, so whenever someone asks me about what I make, I usually just describe it as womenswear that can be dressed up or down. My main focus is creating pieces that are versatile enough to be worn in different ways… simple but flattering pieces that can be worn on multiple different occasions.
What are you most proud of in your work on your label?
Although I’m still finding my way in the brand, I’m super proud of what I’ve been able to achieve while still being a mostly one-woman show. I put so much time and consideration into all of the pieces that I make, and I couldn’t be more grateful for all of the support so far!
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I’m also super proud to say that I source almost all of my fabric from remnant warehouses, and only release collections in super small quantities to try and eliminate unnecessary waste. Where there are offcuts, I always put them aside for potential future projects or to be repurposed.
Who do you think is most exciting in Australian fashion right now?
It’s super exciting to see small Aussie brands popping up and doing so well, especially businesses that are run by women – some that I’m currently crushing on are By Katie Gray, Sabi the Label, Sage Avenue, Cultira, Faridani [and] Etijen, just to name a few!
What about the Australian fashion industry needs to change?
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… Larger brands need to start becoming more transparent with their process and making efforts to move away from the nature of fast fashion. It’s definitely moving in the right direction, but I think consumers and brands alike need to be super aware of the effects that fast fashion has on the environment and be making a conscious effort to do better as a whole. It can also be super disheartening to see those bigger brands stealing or copying designs from smaller businesses.
Dream Australian collaborators?
… I would really love to work with some stylists as I start to refine the brand – I also adore Camelia Farhoodi, I just love her sense of style and it would be a dream to see her in any of my pieces in the future.
How can we buy one of your pieces?
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All of our pieces are available exclusively through our website.
Follow Allorae for more here.
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