Alémais, the Australian fashion label, is making waves in the global resort business with its latest collection showcased in Menorca. This move comes as a strategic expansion on the heels of their successful Marrakech outing, which introduced the brand to a select group of international guests. The brand's founder and creative director, Lesleigh Jermanus, believes that the Menorca experience will deepen the bond with customers and expand their wardrobe, reinforcing the brand's vision of resort as a way of life, not just a category.
Jermanus describes the process of choosing Menorca as a divine intervention, with the island's rocky, arid landscapes and mesmerizing waters providing the perfect backdrop for the resort collection. The collection taps into the romance of temporary escape with feminine silhouettes that are closer to the body, playing between masculine and feminine energy. The show itself will take place on Isla del Rey, a small island off Menorca, with a ferry loop around the harbor, followed by dinner and a performance by a local musician.
The Menorca collection is aimed at pushing Alémais beyond the traditional definition of "holiday clothes" and deeper into what Jermanus calls a new resort language. The show will also feature a collaboration with the Mallorca-based artist Sophie Wahlquist, showcasing the brand's strong visual and loyal customers. Jermanus believes that resort is more than a category; it's a state of mind, and the collection is designed to be multifunctional and versatile, suitable for both the beach and dinner.
Alémais has grown from a traditional department-store-heavy distribution into a network where independent boutiques trade as successfully as the department stores. The brand's compound growth rate has been steady and equal for the past five years, giving them confidence to continue experimenting and keeping the community inspired by something new. This expansion into Menorca is a testament to the brand's global ambitions and its commitment to storytelling, as they continue to build a strong connection with their customers around the world.
