Alannah Hill leaving brand of same name

UPDATE: After 17 years, designer Alannah Hill has announced she is leaving her fashion brand, and is "deeply saddened to make this monumental decision."

Alannah Hill (l) pictured with and Natalie Stretton (r). Picture: News Limited Network

AFTER seventeen years, designer Alannah Hill has announced she is leaving the fashion brand bearing her name.

In a statement released this morning, Ms Hill said that she is "deeply saddened to make this monumental decision. I was completely devoted to my label and all that it represents to girls Australia-wide.

"My heart, my soul, my every little thing has been poured into creating a brand for girls who love and share my vision of ornamental, sensational and beautiful clothes.

"I won't be taking a "well-earned break", nor will I be going on safari. My dream is to continue to create fashion that radiates joy and the power of transformation, not just in fashion but in life itself."

The 42 Alannah Hill stores across Australia will remain open, but Ms Hill will no longer have any input in the design or production of the label.

Factory X released a statement this afternoon thanking Alannah Hill for 17 years of service.

"We have been working on evolving this brand and we're excited to be rejuvenating and reinvigorating the label," said co-founder David Heeney in a statement.

"For the loyal Alannah Hill customers, you will have seen a fresh approach, as well as the traditional Alannah Hill signature, in the new Summer collection currently in stores, which has been most successful."

Ms Hill's announcement comes on the back of Kirrily Johnson going into voluntary administration, Bettina Liano moving her brand to America, and Lisa Ho's announcement in June that she was closing stores.

"You wonder where to for the Australian fashion industry from here,'' says news.com.au style commentator Melissa Hoyer.

"When you see seemingly successful and high profile names like Lisa Ho and Kirrily Johnston go under, you have to wonder what hope there is for other, smaller fashion players.

"With the plethora of online stores and cheaper, offshore manufacturers it is very hard for Australian designers to compete. And let's face it, on an international scale there are some horrendously overpriced local designers producing some fairly ordinary product."

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