INTERVIEW: Aliza Reger

LI catches up with Aliza Reger at Debenhams’ AW11 press day to learn more about the designer’s AW11 collection.

“I have been travelling for the past 12 days – trains, planes, automobiles,” Janter Reger designer Aliza Reger says.

“I had business to do in Paris and Milan, and then because it was bank holiday we went from Milan to Florence, and then back from Milan to do the pick-ups that we had to do, and then back to Paris… I am still sort of in motion.”

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Reger will be heading to the Debenhams store in Dublin later this week but, for now, is happy to be back in London, where she is attending the department store’s AW11 press day. Her new collection is being showcased at the event and she happily opens up about the mood of the range.

“My inspiration is late 1960s glamour,” she says. “Think Sophia Loren. It is very chic, concise, no excessive detail, but the details are perfect, beautiful and just right.

“That whole kind of voluptuousness that Sophie Loren has – those lips. It is not blonde and pretty, it is dark and sexy. That total sophistication. Luscious is a good word.”

Whatever Reger is doing appears to be working. Response for AW11 is reportedly very positive and she has reportedly had a ‘fantastic’ SS11 season to date, with sales significantly up on the previous year.

“I think Debenhams has got it spot on,” she says. “We are up every week, every week the figures are up on the year before.

“I work on a week by a week basis. I am sort of a fly by the seat of your pants girl.”

Reger stays tight lipped on her plans SS12, claiming only that it will feature ‘more gorgeousness,’ but she does reveal that she has plans to expand her brand’s offering and doesn’t rule out hosiery or swimwear.



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