Many brands start in a niche and then expand outwards, but Flannel's trajectory has been particularly impressive. From luxurious lounge-wear roots, the Perth label has managed to parley their sophisticated, yet relaxed style into ready to wear, accessories, and now even evening gowns. We caught up with Flannel's designer Kristy Lawrence to find out about her Autumn/Winter collection (which we've previewed above), her new retail operations and more.  

Can you tell us a bit about the collection that’s out on the stands at the moment?
Taking its name from the collection's signature cherry blossom print, la sakura embodies the opulence of 1930s France, with a touch of refined Asian aesthetic. Developed with the Banshu Project in Japan, and derived from the fabric of a 100 year old kimono, the textile lends a sense of the traditional, and a touch of the hand that echoes throughout the collection. Patchwork camel leathers, slip dresses, rose velvet, floral tones, milk and cream suedes, silks in a lemony parchment and a rich cherry-stained leather. A night in a Parisian apartment with a touch of the orient.

Your retail presence is continuing to expand, tell us a bit about your latest store?
A Flannel concept store will finally be opening in Melbourne, in the suburb of Brighton. We say finally because we have been looking for the perfect character building to house our store for quite some time. We have always loved this particular building and asked the agent to contact us if it ever became available. It has a soul of its own and consists of various different rooms over two levels that will enable us to showcase our collection in a storybook fashion, unfolding as you step from room to room, with one wanting it to never end.

What is it about Flannel’s approach that helps you defy the retail downturn that’s afflicting a lot of Australian stores?
Our broad demographic has always been a bonus for us. This was something that was never intentional from a design point of view but has evolved. By appealing to a broad spectrum of ages we have the capacity to reach more customers which is especially beneficial in this economic climate. We also have the benefit of being an emerging brand with a great product, which is handy in economical downturns.

You’re offering some party frocks now, can you share some picks from your range for the tail end of the social season?
The Madame Dress in lemon butter and the Goddess Dress in La Sakura print, teamed with our Lush Boots in Canary Yellow.

You’re gaining a bit of a star following. Where do you see this as an aspect of Flannel as a whole?
We are only a young brand but have always had great exposure on an international level. Our collections have always been designed to be relaxed and luxurious and with this comes a uniqueness that appeals to a cult following.

Can you share a few more summer essentials from the range?
Submerge Tee, Downtown Shorts in ruby leather, Rock Bijoux playsuit and Gave My Heart to Dress.

Flannel has a very ‘holiday’ feel to it at times. What sort of things do you like to pack for trips away?
Any number of our silk slips, a pair of our Wanderer sandals, oversized shirts and for those cool nights our slouchy cotton v neck jumpers.

What else do you have coming up over the next little while we should know about?
US Fashion Week!