Marie Savvas, the mastermind behind Australia’s luxury lingerie brand Palindrome, has made significant strides in the global market, landing a major deal with UK-based Selfridges. Just a year after its inception, Palindrome is set to debut its latest collection at Selfridges’ flagship store in London, marking a significant milestone for the Sydney designer.
Her journey in the fashion industry traces back to her childhood and her family’s migration from Cyprus to Australia in the 1950s. With over two decades of experience in renowned brands like Formfit, Playtex, and Pleasure State, Savvas ventured into solo entrepreneurship with Palindrome, focusing on fresh, feminine, and sophisticated designs that cater to the middle price bracket in the luxury intimates market.
For Savvas, Palindrome is a labor of love that draws inspiration from various sources, including travel experiences and art exhibitions. The brand’s unique aesthetic features digital prints, intricate lace details, and modern twists on classic styles, setting it apart from mainstream competitors.
Having secured Myer as an early buyer, Palindrome’s success in Australia paved the way for international expansion. The Selfridges deal, a result of showcasing at a boutique trade show in the UK, signifies a significant breakthrough for the brand. With exclusive rights for a season, Selfridges will feature a curated selection of Palindrome’s themed styles in its Oxford Street store.
While contemplating future international markets, Savvas remains focused on gradual growth, prioritizing a strong presence in Australia and the UK. The brand’s commitment to quality extends to its manufacturing process, with a meticulous approach to ensuring ethical working conditions in its Chinese factories.
As Palindrome continues to evolve, Savvas emphasizes the importance of the traditional retail experience for intimate apparel, highlighting the significance of fit in lingerie shopping. While the brand’s online store caters to a growing customer base, Savvas acknowledges the irreplaceable value of trying on lingerie in-store for the perfect fit.
Reflecting on consumer trends, Savvas dispels the myth that men dominate lingerie purchases, noting that women often seek functional intimates for everyday wear. With a keen eye on market dynamics, Palindrome aims to expand its presence in independent boutiques, offering a diverse range of products to cater to regional consumers.
With a strategic approach to market expansion and a commitment to quality and innovation, Palindrome Studio is poised to make a lasting impact on the global lingerie industry. Savvas’ entrepreneurial journey serves as a testament to creativity, resilience, and the art of balancing artistic vision with commercial acumen.
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