The glittering new brand is called Louise Love, a press statement released this week explains.
“I did not recognise myself in my brand any longer and I struggled with this every day. It broke my heart to leave the brand I had built for 18 years. I felt I would never recover from losing my identity as my heart and soul was my brand. It is my real name after all!” Alannah is quoted saying in the statement.
Well, it seems she has definitely recovered from the heartbreak and is raring to go.
“The new Louise Love girl is now set to take on the world! Louise Love doesn’t want to look like everyone else, but she’s thrilled when girls want to look like her – dynamic and soulful, veiled in twinkling mystery.” the press release explains of the new brand’s inspiration.
She Moves with a Glittering Entourage is the name of the brand’s first summer collection and it is described as ‘an all-out decadence of colour, with floral prints, sequins, vintage trims and buttons.’
“Silk dresses, beaded evening and appliqued day cardigans, elegant sexy skirts and romantic blouses. The Louise Love girl loves beautiful, classic, fantastical clothing that creates chaos wherever she goes. She revels in a style of her own – with embellished deluxe yarns, imported European fabrics in exclusive original designs, witty larger-than-life accessories for the hopeful days and dark nights of all of our glamorous little souls.”
Featuring 60 limited edition styles, the first Louise Love capsule collection uses local makers to re-launch Hill’s new brand.
“My brave new world is rather terrifying at times, as starting all over again had many highs and many lows (after visiting India I came down with typhoid fever that had me in hospital for 10 days!). I’ve always struggled with fear and courage but I had a sense of hope that somehow I could make this work.” the designer said, adding that her fans encouragement helped her get through.
“To be honest, it was my followers who when I set up Louise Love online, kept me going with their messages of support saying, “You can do this Alannah”, which gave me strength every day.”
“I was determined to start Louise Love on my own terms, so I borrowed everything to start my own business. I often wonder what the HELL I think I am doing!”
The Louise Love e-commerce boutique is live today and as a special treat Alannah Hill herself will hand deliver the first 30 orders made online, within the Melbourne CBD – much to the delight of her loyal customers.
Louise Love has also signed an exclusive agreement with David Jones. A selection from the Louise Love Summer 2014 Collection will be available in the Australian Designer department of David Jones stores nationally.
“I always did have more than one name,” Alannah says.
“I felt I was so many girls in time with so much more to give. My second name is Louise, and my gift to the world is – LOVE!”