In 2008, Et Al introduced designer Anthony Capon to the label. Capon was the winner of television phenomenon Project Runway Australia Season 2 and the prestigious Emirates Melbourne Cup Design Award in 2010. His innovative androgynous designs and bespoke creations have built a cult following by enthusiasts globally.
The success of Doughty and Capon's collaboration is evident as Et Al continues to push their creativity by producing statement pieces with construction challenges, subtle yet well-considered detailing and garment wash treatments.
With an androgynous touch to their designs and following from the success of the womenswear collections, it was a natural progression for Et Al to launch its menswear range due to demand from male clients.
In 2013, Et Al showcased internationally for the first time as a part of Fashion Palette New York. Seven Australian designers including Akira, Aurelio Costarella and Nicola Finetti showcased their spring/summer 2013 collections at Pier 59.
Currently with five concept retail stores in key shopping precincts in Australia as well as an online store, Et Al is fast gaining recognition as a serious fashion brand; Colin Mathura-Jeffree from New Zealand's Next Top Model has worn several Et Al garments on-screen, and gowns were featured on the 2013 cycle of the Australian version.
Co-designer Anthony Capon took some time out to answer some industry questions.
Can you pinpoint the moment you knew fashion was the direction for you?
Since I was young I have always been quite creative. I always thought I'd be a Graphic Designer. I deferred my course for a year and the idea of Fashion intrigued me. I completed my Fashion Design degree in 2005 and have worked in the Industry ever since.
What would you name as your proudest professional moment to date? How has this moment advanced your career?
We (as in Et Al) recently just showcased for the first time Internationally in New York which was very exciting. It was great to see our collection showcased on an international stage and there are lots of things coming from that to be announced soon. But we are also very proud of having our five stores in Melbourne. We have fantastic clients who love what we do and we are lucky to have such loyalty.
How do you think the internet and/or technology has changed the landscape of fashion, and the way we buy and consume?
We have an online store which is convenient for a lot of our clients. But for our business, many of our clients still love coming into store to try things on, to feel the fabrics and to get great customer service.
What are the top garments you gravitate to, when in a hurry, or dressing for a stock-standard work day?
I always go for an oversized black blazer. It is comfortable, goes with everything, is trans-seasonal and always looks smart even if you aren't feeling inspired or creative. The other thing is great shoes! Shoes always complete an outfit.
Let us in on a secret - any secret.
It’s OK to go up a size!!! Most people squeeze themselves to get into garments which don’t fit them. Garments that fit are always far more flattering, even if the number on the tag is bigger than usual.
Et Al has also expanded their clothing line by producing Limited Edition accessories, footwear and a sleepwear range.
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