Australian INfront

Luke Sales is one half of the dream duo that founded the Australian Label Romance Was Born only five short years ago.

Luke studied design at East Sydney TAFE, where he met his creative partner in crime Anna Plunkett. After graduating Luke was selected to attend the International Talent Support awards in Italy, where he and Anna famously turned down an internship with John Galliano, instead launching Romance was Born. Highlights of Luke’s career so far have been the Romance was Born show at Rosemount Australian Fashion Week last year, where the collection 'Doilies and Pearls, Oysters and Shells', elicited audible gasps and even tears from the front-row set.

Another highlight has been the crowd that the label’s witty, imaginative style has attracted. With Cate Blanchett naming Romance Was Born as one of her favourite labels, and rock royalty Deborah Harry, Cindi Lauper, the Yeah Yeah Yeahs, Bat for Lashes and M.I.A. have been among those to sport their one-off ensembles on international stages.

As a designer Luke Sales has become synonymous with the words imaginative and bold. His technical ability and implicit attention to quality, detail and hand embellishment has enabled him to develop a truly unique brand with an unmistakable aesthetic. The theatrical themes and costume like elements of his designs have placed Romance was Born at the forefront of couture fashion in Australia and also saw Romance was Born win last years L’Oreal Melbourne Fashion Festival Designer Award.

http://www.romancewasborn.com

Luke chatted to MC Glynis Traill-Nash about his studies and the development of the Romance Was Born label.  He admitted that he never actually wanted to be a fashion designer and that his passion lies in creating things that haven't been seen before.
When asked about the theatrical nature of the Romance Was Born shows and striking a balance between creating wearable clothing and creating a visual experience, he stated that one of the things that he has always loved about fashion were shows such as Christian Dior shows that were elaborate and over the top. He said fashion shows should be about the drama and spectacle of the show and his interest lies in putting together the shows and developing the characters.

Discussion moved towards the press reponse to Romance Was Born shows and Glynnis asked about how Luke felt when seeing images such as the 'Volcano' dress being discussed.  He responded by saying that he does feel embarrassed to see images of some of their more elaborate pieces being represented alongside beautiful womens designer clothing, but ultimately those pieces are used to enhance the show and tell a story about each collection.

Questions were asked about how Romance Was Born go about being able to afford putting on spectacular shows each year and Luke admitted that their shows are funded by sponsors.  When it came to details about the duo's business acumen, Luke admitted that the couple don't have any business training and that they are fortunate enough to employ people to support their decisions and work; a business coach, a PR agent (who Luke admitted they depend on quite heavily), an assistant and five interns.

With regards to their design process, Luke stated that the pair will decide on a concept (such as dinosaurs) anywhere up to a year in advance. The Renaissance Dinosaur collection was inspired in part by a trip to Florence and admiring the renaissance. After having already decided on a concept previously, the pair decided to combine both concepts because they liked the way that the name sounded.
Sketches and drawings of designs are always used at the start of any collection, but when asked about whether shapes or specific shapes come first in determing the designs produced, Luke emphasised the importance of their prints 'prints always come first'.

Overall, Luke provided interesting insight into the brain of this exciting and inspired fashion label.  He provided some valuable advice for designers in terms of staying true to your vision and also admitting that the label did not start to turn a profit well unto their fifth year of being a label.  His talk was revealing, particularly in terms of understanding the Romance Was Born aesthetic and approach to fashion design.