Now in its ninth year on the local market circuit, 2025 marks Al Elé’s most ambitious season to date.

“It’s going to be a big year,” says founder and designer Alice Kavanagh Federici, mulling over a calendar filled with upcoming makers markets—all while managing the day-to-day of made-to-order fashion at the Al Elé Ivanhoe store.

With the iconic Big Design and Makers and Shakers markets on the horizon, Al Elé is set for its biggest year of local markets events yet. Al Elé, however, is no stranger to the local market scene.

Alice first dipped her toes into the local market loop back in 2016 at Melbourne’s Heide Market, before eventually becoming a regular stallholder at Fitzroy’s Rose St Artists’ Market. These early experiences laid the groundwork for what would become a defining aspect of Al Elé.

“Markets are a huge part of Al Elé, and how Al Elé became what it is,” Alice explains.

For nearly a decade, Alice has spent time connecting with customers directly at local markets—something she sees as central to Al Elé’s growth and identity as a made-to-order fashion line. “That's what I was doing back in 2016, and that's what I’m still doing now,” she says.

Alice at a local market — Alice Kavanagh Federici at a local market

For Alice, the strength of Al Elé’s market presence lies not only in selling garments, but in cultivating personal connections with the people who wear Al Elé’s custom clothing designs.

“I hear what the customers have to say, so we work around any specifics they have. That is why we have the ‘made-to-order’ and ‘made-to-measure’ system—so you get exactly what you want from day one.”

Alice’s straightforward approach to her clients is part of what sets her apart.

“I'm pretty real with how I talk to people,” she says. “Other store holders hear me talking to my customers, and they're like—’I can't believe you said that!’”

“But we're talking about clothes. It's quite personal, it's touching your body, it is meant to fit you, right? I'll say boobies, I'll say bum—and when it comes to jumpsuits, I find myself using the word ‘toilet’ more than I think I would on a day-to-day basis.”

At Al Elé, it’s never just about a single style—but embracing creativity in the made-to-order fashion process. “It's never just a blue jumpsuit,” says Alice. “It could be a green jumpsuit, or a pink jumpsuit, or we can do half and half if you want. I think that makes people feel more connected rather than just saying, ‘oh, my manufacturer messed this up’, or ‘we can't change it at all.’”

But Al Elé’s connection to its community extends far beyond the clothes—it’s embedded in the experience of local market events, where the shared bond among local creators is something Alice cherishes deeply.

“They're my co-workers,” Alice explains. “It's like working remotely, and then going in for an office party or meeting.”

Being an independent creator comes with a specific set of challenges and complexities. But the community Alice shares with other local creators at market events is a vital source of motivation, connection, and understanding. Even when local creators produce different products, Alice says that their makers share a sense of camaraderie that's hard to find elsewhere.

The same can be said for connecting with local customers, in a way that extends beyond the typical sales approach found in larger retail stores.

In the market setting, Alice has formed connections with customers who have become some of her fiercest cheerleaders.
One customer in particular, Emma—mother to *dog celebrity Data the dachshund*—comes to mind for Alice.

Alice recalls the first time they met: “I went, ‘oh my God, is that Data, the dachshund from Instagram?’ Then Emma stopped, looked at my stall, and has been a regular ever since—and a big advocate for our sister brand, Comfy Tails. When she comes in with friends, I don't have to say a single word—she gives people the spiel herself.”

For Alice, the local market circuit has been a key source of inspiration that has driven Al Elé from day one. The atmosphere has always been supportive, where genuine connections are built with like-minded local creators and customers who share a commitment to supporting small businesses.

Local markets represent something far greater than transactions for Alice, who says, “it can just be someone going, ‘look, I'm wearing your stuff, it's amazing. Thank you so much’. That is what makes all of it worthwhile.”

Alice is excited to be heading into Al Elé’s biggest local market year yet.

“We had such an amazing 2024 with our pasta collection,” says Alice. “This year, we’re making it a big one—we're going to try and hit 15 events this year, maybe more. I'm really looking forward to seeing familiar faces and meeting new ones. It's all part of it, the market circuit—we love it.”

“We would not be where we are without our market families, other local creators, our market customers - we love you so much, we owe a lot to you, and we'll keep showing up if you keep showing up”.

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