Inspired by the elegant grace of Gianni Agnelli’s wooden sailing boat Agneta and the sensory nostalgia of delicious food devoured on coastal Mediterranean holidays; ALEX AND TRAHANAS lastest edit Festa Della Pasta includes tableware, garments, and entertaining accessories as well as an exclusive collaboration with specialty pasta shop, Fabbrica by Ragazzi Wine and Pasta.
The duo behind the ALEX AND TRAHANAS world; Alex and Heleena, took a few moments to share with us what inspires them and fuels their creative pursuits.
Q: Hi Alex & Heleena, welcome to the Woman Of Series! Can you tell us what it is you create?
Thank you! We create our own European lifestyle through our curated world of ALEX AND TRAHANAS. We bring a taste of the Mediterranean to Australian shores with garments that we design and make in Australia, ceramics from Puglia to inspire delicious rolling long lunches, treasures sourced on our European travels, and lots of different product collaborations with artists, designers and chefs we admire.
ALEX AND TRAHANAS is a way of life, a way of being, which echoes life lived in the Mediterranean.
Q: Can you share with us a bit about your journey so far and where it all began?
It happened quite organically. We worked together in food, fashion, design and lifestyle magazines such as Gourmet Traveller, Vogue Living, and Vogue Australia, at the start of our careers.
We then went on our separate ways and kept in touch through our common love for travel. We connected again at the perfect time to dream up and create a way to continue the enjoyment and escape of our European travels whilst back at home. ALEX AND TRAHANAS was born; a lifestyle project, celebrated through timeless fashion and entertaining pieces.
Q: What do you think it is that makes your work unique?
Our love and passion for what we do, and our endless endeavour to elevate and bring joy to everyday rituals and occasions that encourage bringing people together to share good food and wine, encapsulating that heavenly coastal European summer feeling.
Q: What has been the single most crucial tool or strategy you’ve used to grow your creative business?
Take your pleasure seriously (love what you do). Our business, work and life is intertwined, we truly love and believe in what we do.
Q: What’s been the most challenging lesson learnt so far in your career?
There has been so many! Adapting to working with different cultures, how they work, language barriers, how to communicate ideas, taking their holidays into account for your production (*for example, Italy’s Ferragosto for the whole month of August!!) We learn something new every day in all areas of our business. These challenges keep us on our toes, and constantly growing.
Q: What’s been the best thing that’s happened to you since you started your career?
There have been so many highlights! Our collaborations are very special to us. We have worked with renowned designer and artist Louise Olsen to create Mediterranean inspired jewels, luxury farmhouse Masseria Moroseta in Puglia, Italy to create a capsule collection of holiday garments, and most recently Scott McComas-Williams from Ragazzi and specialty pasta shop Fabbrica to create nautical sail boat pasta shapes and Pugliese sauces.
Q: Where do you go or what do you do to recharge your creativity?
Travel always fuels our creativity, immersing ourselves in different cultures and places, seeking out hidden beaches and treasures.
If we can’t travel, we love to cook and create tablescapes, as we dream of dining at a seaside location in the Mediterranean.
Q: How are you fulfilling your creative passions this year?
Constantly dreaming about what’s next and keeping the creativity flowing through books, recipes, researching artisan processes and delving into European history, Instagram, films and getting lost looking back at photos from past travels.
Q: We’re all about women inspiring women. Who inspires you?
There are so many! To name a few; Louise Olsen, Saskia Havekes, Edwina Forest, Zaha Hadid, Giorgio Eugeni Goggi, Julie Gibbs, Lisa Featherby….we really could go on!
Q: What advice would you impart on the next generation of women, and women in business?
Love what you do, keep asking questions, be solution focused, and relentless in your pursuit.