Designer Gail Reid found early success in Europe but returns to Brisbane with a new flagship store

Designer Gail Reid found international success with her ethereal sense of style and returned to Brisbane last year for her wedding and to re-establish herself in her home city, opening a new flagship store for her Gail Sorronda label in the fashionable James Street precinct in Fortitude Valley. After three years living in Paris with partner and new husband Atlas Harwood, Reid is happy to be home and says she wouldn’t want to be anywhere but Brisbane right now.
“I enjoyed my time overseas but I think Brisbane is a nice incubator and I think things are happening here too. There’s really good energy and potential here.”
Reid is already a veteran of Australian Fashion Week, has created a Designers for Target collection and, more recently, was scouted by Dolce & Gabbana to stock her collection in their Spiga 2 designer concept store in Milan.
Stockists fluctuate seasonally, but the Gail Sorronda label can be found in stores across Australia, France, Italy, Japan, Russia, the United Kingdom, even Uzbekistan.
Reid is understandably proud of cracking the discerning Paris market. “I achieved my first Paris stockist a couple of seasons ago, which was quite exciting because it’s the fashion capital [of the world] and it’s a really hard thing to
do,” she says.
Reid has built her success on a colour scheme generally based on black, so there was a lot of buzz following Australian Fashion Week last year when Reid launched her spring/summer collection full of colour, something she says was a fun detour and one she plans to continue alongside her signature colour palette.
“It’s not that I have previously been shy of colour as I would wear it quite often personally,” she says. Indeed, some of her winter 2013 collection appears positively vibrant, designed to be truly versatile and transeasonal so fashionistas in both hemispheres are on the same page.
“I like the flexibility of layering and getting multiple looks from one piece. Layering shirts under dresses and dresses over skirts and then being able to strip it all back to individual pieces makes for a more interesting approach to adornment,” she says.

All fashion by Gail Reid for Gail Sorronda at 8/19 James Street, Fortitude Valley.