LONDON — Australian label Alémais is doubling down on destination storytelling, showing its latest resort collection in the Spanish island of Menorca on Wednesday.
Building on the momentum of its Marrakech outing last year, as well as on-screen visibility from hit shows like “White Lotus” and “Beef,” the Menorca experience aims to reinforce the brand’s global ambitions and its vision of resort as a way of life, not just a category, according to founder and creative director Lesleigh Jermanus.
“It took an enormous amount of people, logistics, operations, hands and hearts to pull something like Marrakech off, and for whatever reason, the energy, the traction, the response we had from that show, it was enormous,” Jermanus recalled.
That response meant real business. Alémais is now stocked in more than 600 retailers in 55 countries, with wholesale still the backbone of the company and international accounts driving growth.
“We thought, well, we can’t stop there, we’ve got to keep going, we’ve got to try and sort of keep looking forward,” Jermanus said. Menorca, she added, was chosen “really based on intuition.”
