It feels shortsighted to refer to Melbourne based label PAI as a brand. They’re artists, designers, collaborators and friends who have won continuous acclaim for their bold ideas and work. Since launching only 18 months months ago, co-founders Adrian Bressanutti and Angie Pai have blurred the lines between fashion and art with their distinctive, hand embroidered cubist designs.
In less than two years they’ve dressed the likes of Banoffee, Oscar Key Sung and Kllo, worked with photographers Prue Stent, Jordan Drysdale and James Robinson, and had their work shown at VAMFF in 2016. But despite their success, and the open-hearted support from the city’s young creative scene, the pair have decided to change directions. Earlier this month they announced they’d be placing PAI on an indefinite hiatus while they reassess where they want to take their work.
While they did reassure us it’s a see you not a goodbye, we couldn’t help feeling sentimental over everything they’ve achieved so far. We caught up with Adrian and Angie to revisit some of their favourite PAI memories and reflect on the brand’s short, but impressive, journey.
You guys really got a lot done in 18-months. What were some of PAI’s highlights in this time?
Angie: Meeting and collaborating with creatives near and far. We had the most supportive encouragement from some of our favourite artists who we never thought we’d have the chance to meet. It was pretty special.
Adrian: The initial and ongoing response behind the label. We wore our hearts on our sleeves and to see people actually appreciate the things we were creating was and still is such a humbling feeling.
Do any memories stand out as particularly special?
Angie: Without a doubt our launch party 18 months ago. It was the most unbelievable sight, seeing some 700 unfamiliar faces turn up to a brand that had barely existed for three months. I remember going home that night and crying, I was so moved, and I felt so incredibly proud and lucky.
Adrian: Being involved in VAMFF. Seeing our garments showcased on that platform was a real proud Dad moment.
You guys brought a lot of Melbourne creatives together. Tell us about that focus on blurring the lines between fashion and art?
Adrian: We simply tried to offer a new perspective. Not to reinvent the wheel but allow people to look at garments in a new light.
Angie: In saying that, I don’t think we ever intentionally did this, it happened by default really. I’ve always focused my endeavours on being a multi-faceted artist, and Adrian has always pushed boundaries in fashion. It was kind of inevitable, some kind of the predestined fate perhaps.
What have you learned from PAI?
Adrian: How to channel and challenge the creative process. Angie and I share very different perspectives towards fashion and art. Angie has exposed me to new work and ways to think, giving me the ability push my process down so many new paths.
Angie: Sometimes I think Adrian and I couldn’t be more different, but it is a vital component of why this brand was able to be. It has definitely been the biggest learning curve to date. I get excited easily and often forget to look back, Adrian keeps me grounded and on track.
We’ve mentioned how short and sweet PAI’s life has been, but tell us about how you’ve seen Melbourne’s scene grow and change in that time.
Adrian: Artists are being experimental with not only their form but the manner in which messages are being communicated. Maybe that’s the power of social media being exposed to it but it’s exciting
Angie: I think Melbourne’s creatives are very much under the global spotlight right now, and with good reason! The works coming out, whether it be in music, photography, art, fashion or writing, are more dedicated than I’ve ever known. I’m so honored to be surrounded by it.
Anyone you’re particularly excited about?
Adrian: Sister Studios. Everything they create is so lush.
Angie: Suku Home. The project is so honest, and genuine, all while being warmly intimate.
What’s your advice for aspiring labels or artists in 2017?
Adrian: For labels — grand ideas are great but always think ‘how can they translate?’ It’s a consumer driven market and that’s ultimately what you are there to do, sell. Don’t settle on ideas you don’t love and think will sell or vice versa. Experiment to create products that are refined enough to bridge the gap between creative conceptuality and commercial viability.
Angie: For artists — remember to take time out when you can. Create works without anyone else’s opinion, without compromise, be totally selfish and unapologetic. Tap into what really matters to you. Then come back to reality when you’ve let it all out.
Credits
Text Alexandra Manatakis
Images courtesy of PAI