Alix Higgins, a 30-year-old designer, embodies the influence of the internet on his generation, as reflected in his designs. His creations evoke nostalgic memories of hours spent browsing through Tumblr during his childhood. Impeccably draped dresses adorned with typographic phrases and striped polos pay homage to the golden era of blogging. In his latest collection, Higgins continues to explore the dynamic relationship between the physical and digital worlds.
With each passing year, Higgins notices growth and improvement in his work. This particular collection embraces his Parisian heritage, drawing from his experience as a print designer at Marine Serre. It incorporates more couture techniques and draping, displaying his self-assurance and departure from earlier shows driven by the need for validation. Now, he confidently charges forward, boldly pursuing his creative vision.
Despite being in the early stages of his career, Higgins has already started to gain recognition and praise, both officially and unofficially. Since his debut showcase in 2022, his brand has attracted attention from Vogue Runway, resulting in ongoing reviews and coverage. This year's show is anticipated to generate even more media interest, thanks to the label's increasing critical acclaim.
Higgins has been meticulously constructing his brand since long before his first runway show. He established his website in March 2021, considering it the starting point for his business. However, the true beginning took place on Instagram during the COVID pandemic, making it a genuine tale of the 21st century.
Selling the dream
Higgins finds great joy in showcasing his work due to the unique world-building opportunities that a fashion show provides. He believes that his designs are deeply connected to the essence of individuals, evoking an intimate and personal feeling. This aspect is not easily captured or felt through a simple lookbook.
Although the clothing itself may be visually apparent, it is the combination of music, cast, hair, and makeup that truly encapsulates the brand's essence. Higgins emphasizes the significance of this holistic approach, as it effectively communicates the brand's identity in a compelling and unique way.
In the past year, Higgins decided to venture into the realm of hosting pop-up shops as a way to test the waters. To his delight, his first pop-up shop coincided with the Sydney Art Fair and turned out to be a tremendous success. It attracted many new clients who possessed considerable purchasing power. Higgins noticed that people tend to make more purchases at physical pop-ups compared to online platforms.
Encouraged by this triumph, he organized another pop-up event in January to launch his latest pre-collection. This served as an experimental endeavor for Higgins to explore alternative methods of showcasing a collection outside of a traditional runway show.
In this season, Higgins placed great importance on the physicality displayed through his drapery on the runway. Explaining his passion for this aspect, he expressed that he had not previously had abundant opportunities to fully explore it due to limited resources during the initial seasons. With this current collection, he aimed to present an element of surprise and elegance.
"It signifies a significant evolution," acknowledges Higgins. "Furthermore, it feels incredibly genuine and personal to me."