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If you love fashion, and you support Adelaide designers, we have a new label for you to plant firmly in your “to covet” list. TY-LR is yet to launch, but it’s generating buzz not only in SA, but interstate and overseas, as designer Chris Kontos brings a new edge to the industry. Glam Adelaide’s Kelly Noble spent some time with the face behind the brand, to find out what all the fuss is about.
Kelly: Everyone is talking about the brand. It’s not a big secret anymore.
Chris: Yeah we’re still two months away from the floor, and it feels like we’ve been in business for three years
Kelly: How many collections are you designing
Chris: 11 a year. Every month on the month. It’s the Aus Fashion Labels way. And with Women’s wear and the way that it is, it’s fast but TY-LR has an edge and there’s a gap in the market and everyone’s saying there’s a gap in the market for that age demographic but we’re finding it’s an ageless brand.
Mature women are loving it as much as young women are loving it and you’ll see that on our Instagram where we’ve got someone like Rebecca Morse wearing it, you’re wearing it (Kelly Noble from Glam Adelaide), and Lisa Wilkinson can also wear it and she’s in her mid fifties.
Even the fact that Helen McCabe, the Editor in Chief at Australian Women’s Weekly called in a piece for her to personally wear. It’s huge. And it’s amazing how women are just responding.
The vibe is there and everyone’s really embracing it and that’s what I wanted. I wanted something for women to just go to – it’s classic chic with a modern edge and it’s forever evolving. It won’t be stuck in a fashion rut.
Kelly: I love that the range has so many classics, neutrals and black and white pieces. They’re timeless and real investment pieces. I know I can wear them now or in 5 or 10 years. Then there’s your amazing prints…
Chris: Yeah, the Australian Fashion Labels ethos is all about print and it’s all about wearing what’s relevant and what’s happening even before it’s hit.
We hit the runway at the same time everyone else hits the runway so you’ve got your classic sheer pieces, your suiting, your tailoring, but then there’s fun in it as well.
And that’s one thing that’s missing from the age demographic of 30 plus is that bit of fun and that excitement that comes with fashion.
In our October range, I’ve got a pink ballgown. That’s just a moment for me thinking ok, you go to a party and you’ve got to be fabulous. And everyone’s dressing up a bit more now, especially within South Australia. Everyone’s always dressed up in South Australia. We do it. We love it. Even internationally people are getting into it. Like Revolve, they’re obsessed with the Houndstooth from August. And the Tuxedo jacket is crazy mental. Just really classic statement pieces that you can have forever and ever and when you put it on you feel amazing. That’s the difference.
Kelly: And the cuts are phenomenal.
Chris: Yes and the finishes. We actually have a separate block to the other brands. So we fitted it on a woman who has two kids, she has boobs and a bum, and we understand what length she likes her hems at, what sleeve length she likes. We’re upstairs (at AFL) fitting now and we’re like “is that too rough for her to wear”, we’re all about what fashion means to her and how comfortable she feels in it. We’re across it all. We know that woman. Everyone on the team understands our customer and our aesthetics.
Kelly: But you also said the younger women love it too. Like Kendall Jenner?
Chris: Yes, Kendall! She’s amazing. Her stylist is obsessed with it. Monica, who is amazing, always gets our brands on the Kardashians. And the girls love our brands too. Kendall is wearing it and rolling out of LAX in it, twice in one week. That’s pretty awesome. A total moment.
Then we have the Bonython coat, which is named after Nicole Bonython (fashion industry icon). She wouldn’t take it off at the photo shoot.
It’s just about picking those amazing pieces. Everyone wants somewhere to go and trust and I think that’s what TY-LR is going to be. That brand you can go to and you know you can get something from.
Kelly: And is there an official launch date?
Chris: Launch date is mid-August. So we’re all in store then worldwide.
Kelly: And where will people be able to shop it?
Chris: Online of course, and we’re really heavily SA based, so Denim Inequity, One Rundle Trading, the Birdcage, which are all really affluent, beautiful stores here in Adelaide. We’ll also be present interstate and internationally. Menswear is also secret squirrel and all progressing.
Kelly: Style tips?
Chris: Tash Sefton said don’t buy lots, buy smart and I think that’s really important. To have key pieces you can always go back to. One day you’ll feel amazing and the next day you won’t. So always have something in your wardrobe that you can go to when you’re feeling low or don’t know what to wear. Buy a killer pair of shoes because that always helps. You’ve got to have staples in your wardrobe. If you love it, buy it. Enjoy it.
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