The 24-piece collection is titled the ?Mermaid Diaries? and is more exclusive and high fashion-oriented than Black Milk, which is known for printed leggings and other statement, body-con pieces.
In explaining the label?s vision Mr Lillis says, ?With Sophia James I will be creating an idea, a concept, a character, an imaginary world. Once we have created the world, I will design the costumes for it. If you want to have your own little part of this world, I invite you to buy a Sophia James piece.?
The Mermaid Diaries features pieces like the Tiered Leggings ? highly detailed, rich black leggings with a multitude of folds and tiers ? and the Sequin Dress, which sports a high neckline and is totally covered with sequins fashioned into mermaid scales.
Notably, every Sophia James piece is made here in Australia.
?We personally design the clothes, make the clothes and sell the clothes, all out of our studio in Melbourne.? Mr Lillis says.
Sophia James will initially be sold via the Black Milk Clothing website, with its own website launching in February 2013.
Although the label will be sold exclusively online, Sophia James Prologue pop-up sales were held in Melbourne and Brisbane during November to introduce the label to its growing number of fans, garnered via the label?s Facebook page (www.facebook.com/sophiajameslabel ).
The official launch of Sophia James will be at 2pm (AEST) on December 11, via www.blackmilkclothing.com. The Black Milk Clothing website experiences extremely high traffic on release days and pieces are known to sell out in minutes, so the official recommendation is to be prepared and get in quick.
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