Founded by Australian ex-pats Ashe Peacock and Geoffrey Finch
Antipodium – ‘Tongue-n-Cheek’ Fashion Since 2006
View Antipodium Fashion collections on London Fashion Review Blog
Introduction to the Antipodium Fashion Brand
The Antipodium boutique was opened in London’s Soho by Ashe Peacock in 2003 as a PR agency and retail space specialising in Australian and New Zealand fashion labels such as, Alice McCall, Karen Walker, and Gail Sorronda. In 2004, Australian fashion designer, Geoffrey J. Finch relocates from Queensland, Australia to London and begins a work placement at the Antipodium boutique and fashion agency, which soon led to a number of creative projects at the boutique including catwalk shows, exhibitions and exclusive parties. The boutique became a hotspot for the creatives of London, including fashion editors, stylists, artists, DJ’s and photographers. Peacock and Finch decided that since the creatives were there, it made sense to dress them.
Antipodium Fashion Designer Geoffrey J. Finch
The pair began making pieces of clothing for their eclectic bunch of friends, which proved popular. In 2006 the pair took things a step further and created a capsule collection of their own for the boutique under the Antipodium name. The collection was created by Peacock, her sister Fenella (the woman behind 1980’s label Empire Line), and Finch. The trio went on to show a follow up collection ‘Buttons Up’ during London Fashion Week that same year, to critical acclaim.
Antipodium’s First Full Collection ‘Buttons Up’ Shown at London Fashion Week in 2006
The debut collections soon caught the eye of the fashion world, including British Vogue and London department store Liberty. Young fashionable celebrities were soon to follow with musicians Beth Ditto, La Roux and Ladyhawke wearing the brand’s clothing, as well as Alexa Chung who became the face of Antipodium’s Spring/Summer 2008 collection.
Now a fully fledged fashion label, the Antipodium brand continues to go from strength to strength with each passing season. As of 2011, Antipodium is stocked in over 100 boutiques and department stores in 11 countries including the prestigious Liberty, Urban Outfitters, Harvey Nichols, Lane Crawford and Australia’s David Jones.
Antipodium – Key Dates
- 2003: Ashe Peacock opens the Antipodium boutique in London, England as a retail store specialising in Australian and New Zealand fashion labels, and PR agency.
- 2004: Australian-born Geoffrey Finch relocates from Queensland to London and lands a work placement at the Antipodium boutique, which leads to a number of interesting projects.
- 2006: Peacock and Finch created a capsule collection in collaboration with Peacock’s sister Fenella under the Antipodium name. It was such a success that the brand went shoe a follow up collection at London Fashion Week the same year.
- 2008: Alexa Chung, presenter and fashionista, becomes the face of Antipodium’s Spring/Summer collection. Alexa has also been used as the face of other British labels including Mulberry and Chinti & Parker.
- 2010: Antipodium collaborates with New York artist, Craig Redman to create a menswear and capsule denim collection.
Antipodium – ‘Antipodean Style’
The Antipodium aesthetic takes its direction from Geoffrey J. Finch, the creative director, who likes to take influences from both pop culture and his experiences growing up in rural Queensland. The streets of London also inspire Finch in the ‘tongue and cheek’ creations he creates for each Antipodium collection.
The designs in each seasonal collection focus on providing basic fashion items with a signature Antipodium twist. The garments feature a confident simplicity, coupled with playful prints and witty names which channel an easy to wear, accessible aesthetic.
Garments From Antipodium’s Spring/Summer 2011 ‘Hothouse’ Collection
Visit the official Antipodium website here.