Perple is the made-to-order Melbourne label focusing on ‘forever’ pieces

“A delicate androgyny.”

For Melbourne-based designer Huiliana Chandra-Curry (or Hol), the creation of her womenswear label was all about patience. After graduating with a fashion degree from RMIT, Hol was sure she wanted to launch her own brand. “[But] back then, I didn’t have the faintest idea of how to even begin the process,” she says. “I was not ready.”

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After almost a decade of working as a fashion designer for other Australian brands, Hol was finally ready to launch her own project. Her slow womenswear label, Perple, was built on the values of sustainability, uniqueness and versatility. Three years since its inception, Perple offers a refined collection of “delicately androgynous” pieces to a loyal customer base. Below, Hol reflects on the label’s journey so far.

Tell us about you. What’s your fashion background?

Hello, my name is Huiliana Chandra-Curry but people know me as Hol. I have loved fashion all my life, ever since I was tiny. My mom used to give me a notepad and a pencil and away I sketched, outrageous looks and outfits while Fashion TV played in the background (I’m an OG Fashion TV standby-er!). I studied fashion at RMIT University and I was working as a buyer and a fashion designer for an Australian womenswear boutique before I started Perple.

How did the label get started? Talk us through the process and the challenges.

Perple started as a dream. Since I was a student at RMIT, I was sure I wanted to be a fashion designer with my own brand. Back then, I didn’t have the faintest idea of how to even begin the process. I was not ready. After uni, I worked in fashion as a retail manager/buyer and spent nearly a decade being a fashion designer who was responsible for seasonal collections.

Over time, I realised that this was unnatural to me. Looking back, I was very grateful for those experiences, as I was able to understand myself better as well as the industry and how I might run a fashion brand. After having my first child, I decided it was time for a change. That change was Perple.

Spending time with my newborn, my thoughts were always about the future (this sounds cliché, but it’s true). I realised the constant design and production process inherent in seasonal fashion had led to my creative exhaustion.

So, I began to slowly work towards building my own brand… [which] aligned with my values of sustainability, uniqueness and versatility. This time I was ready. I was ready mentally, financially and physically [ready].

The timing, as it turned out, was far from perfect! Perple launched in October 2019, just before the pandemic hit. It was unbelievably hard to start from scratch without knowing many ‘people’ in the industry, not to mention the COVID panic and uncertainty on top of that. After releasing the debut collection, it was a real challenge to practice patience and really believe in me, the label and its vision.

… I spent many months deliberating over my choices and designs while slowly getting to know my target market through Instagram. Three years after, Perple is still here and I am beyond proud of what the brand stands for and the community around it. Perple is young still, but Perple is certain.
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?

The core of Perple is intimate design… I always like to know who I was making the piece for. This creative process is very important to me as in many ways, my customers become the muse of the art I am making. I want them to feel that they are supposed to be wearing this beautiful piece because they are an intrinsic part of the creative process.

This is the heartbeat of Perple. I want Perple pieces to be in my customers’ forever wardrobes. All of my pieces are trans-seasonal, trendless and unique. This allows my clients to wear their Perple for a very long time, if not forever, and maybe hand them down to the next generation.

… I think this is modern luxury. People want to purchase things that are personal for them and that they want to cherish for a long time. By using deadstock fabric, Perple’s customers have peace of mind… by ordering a Perple piece, you are turning a deadstock fabric into something personal and beautiful.

Where did the name come from?

The name Perple [is derived from the] colour purple. The balance of red and blue, intensity [offset] by calm. Perple embodies this dichotomy. It resonates through our designs, which characterise a delicate strength. I like the clash of strong and soft that marry into something delightful.

How would you describe Perple to someone who’s never seen it before?

I would describe it as a delicate androgyny. The designs are bold and different but very feminine. Lots of textures and shapes create perfect silhouettes for the body. Perple is designed for strong women. The women who dare, the women who know what they want. Perple is selfless and tender. Perple is bold and ardent.

What are you most proud of in your work on your brand?

This is easy. The greatest feeling in the world for me – besides my children’s kisses – is the amazing emails and texts that I receive from my clients after [they] receive their pieces. I am very grateful for them and I am still amazed they love wearing my designs.

What about the Australian/NZ fashion scene needs to change?

Mini trends are the evil of them all. They come so quickly and go in a few days! It is very scary and dangerous to see something on social media and immediately buy the product, wear it and [be] finished with it in such a shoperiodime. Once it’s retired, it becomes trash! We really do not need more trash in this world.

Please purchase something with a conscious mind and try to minimise waste… unfortunately, even Perple designs have been targeted for fast fashion duplication, thankfully my amazing Instagram community notified me from the start. Thank you for believing in original designs! You know who you are.

Dream Australian/NZ collaborators?

Okay… well. I have been wanting to collaborate with local painters. Whether it is a fabric manipulation or creative technique, I love it and I want it! I have had the pleasure of working with a few amazing creatives along the way, and I would love to collaborate more. It is so fun!

Who is in your wardrobe right now?

My wardrobe consists of Maison Margiela, vintage Chanel, op shop finds and Perple. I am a jacket and coat person. Notes from a serial jacket collector – invest in a good jacket or coat. They are beautiful to look at, they protect you from the cold and they last forever.

How can we buy one of your pieces?

Oh actually, you can find Perple signature Nami Bags in the NGV design store right now. I am honoured to be part of the shippable items at the Alexander McQueen exhibition. More bags at Better With Friends store in Brunswick or you can find Perple online or on Instagram. Perple also offers a custom service. Please email hello@perplewomen.com if you are interested in starting a Perple custom journey.

Start browsing the Perple collection here.