Byron-Bay based Alexandra Wright and Brittany Chadwick met a decade ago and “just clicked”. They often co-ordinated business trips to the US or Bali where Wright would source vintage denim for her Xandra Vintage online store, and Chadwick (a silversmith) would work on her jewellery label, Azura.
With a complementary skill set between them (Wright also worked as a freelance graphic designer and Chadwick a sales and marketing executive), the two always planned to join forces when the right opportunity came along.
The two sold their businesses in January last year and have been busy building their fashion label Seiyo. Born out of a desire to reinvent sleepwear as streetwear, their line of hand-embroidered silk separates is inspired by “the louche look of Coco Chanel in the 1920s”. The debut Lolita collection is named after Vladimir Nabokov’s novel. It’s evocative of the kind of attire you would wear scampering around a dreamy Parisian boudoir – flouncy, silky two-piece sets “one could be lazy in, but still look en pointe”, designed to be worn day or night.
The range will launch on July 1 but the label’s Instagram account has already amassed more than 8000 followers, even though nothing has yet been available to buy. A community of fans waits patiently for the founders to finish fussing over the final stitches.