Well, I slept with Peter metaphorically speaking, by wearing his incredibly fun PJs. Actually, I did a research project about Peter Alexander for "Intro to Design Research" class. The task was to research a contemporary artist and create A3 poster, reflecting that artist's inspirations in 700 words or more.
The idea for the poster is based on Peter's early inspiration by cream & black spotted pyjamas he picked up in Hong Kong. The poster was folded like a pyjama at a store and wrapped in PA wrapping paper.
Essay
Art has many faces. Critics often disagree on the exact definition of art, but one thing is for certain. If a person creates something new, something that reflects his internal world, and if this something evokes an emotional response in you, then this person is an artist. Peter Alexander is one of those contemporary creators, whose medium of choice is...pyjamas! Born in 1965 in Australia, Peter has given sleepwear a new definition. In 1987 he started a mail-order pyjama business, which in the last 20 years has grown into an international brand with retail stores and celebrity recognition. How does he do it? Where does he find the inspiration to produce successful designs time and time again? The following text explores the magic behind Peter Alexander brand, and delves into what fuels his imagination.
The catalyst to creating pyjama fashion label was a chance trip to Hong Kong that Peter took with his father, when he was a teen. While at Hong Kong, Peter picked up a pair of cream and black spotted pyjamas at a Japanese department store, and he was “struck by how incredibly cute they were”. Years later Peter was looking for a product to market, and he remembered his Hong Kong inspiration. Starting with a small internet mail-order business, Peter has grown into an international brand with standalone stores and a huge fan base. Yet even now, travel remains one of the main sources of inspiration for Peter. Seeing different cultures, patterns and colour combinations feeds his ideas and creativity.
Peter also recognises the supportive power of family and friends. He speaks affectionately of his mother as being his first employee. He loves to recall starting out on his mother’s dining-room table. Now that Peter Alexander is a huge business, Peter’s mum is still a source of creative guidance and inspiration to him. She often comes by the office to look through the latest designs and offer her opinion. For example, Peter started making the popular larger sizes after his mum’s remark that none of the current sizes fit her. Another encouraging hand in Peter’s journey was a friend Aviva, who helped him break into the fashion industry. When Peter started out, he didn’t know how to sew and where to even begin with fabric selection. It was his family and friends who gave him necessary support at that critical time.
Another source of inspiration and ideas for Peter comes in a form of fuzzy fur and wagging tales. In 1997 Peter met Penelope, his “beloved sausage dog”. She soon became the brand mascot, and sausage-dog images frequently make their appearance in pyjama patterns, shopping bags and wrapping paper. Peter often brings his dogs to the office, and he allows his employes to bring their dogs as well. However, Peter has great respect for the animals and he does not see them as fashion accessories. He is hesitant make doggie t-shirts, even though they would certainly be an instant hit. Additionally, his website contains an entire section called “Animal Friends” where he provides information about his dogs and ways of caring for the animals. This year (2009) Peter Alexander joined forces with Katherine Heigl to raise money for dog shelters. In his own words, I “love nothing more then waking up to a big lick on the cheek and believe ‘dogs’ truly are ‘gods’ spelt backwards!”
To Peter, the essence of inspiration is in the world around him. He loves walking down the street and observing how people combine their clothes. He is intrigued by the stories behind the clothing, as he strives to tell a story with each design he makes. A lot of his creativity comes to Peter when he is cozied up in bed. He often sleeps with a notepad next to his pillow to remember those ideas that come between dreaming and waking. Additionally, Peter follows trends in fashion magazines and applies them to his work, but he prefers to infuse them with a sense of humour. When asked about his choice of industry, Peter replied, “I think I just really liked the frivolity of fashion and in a way the stupidness of fashion, the fact that it’s about emotion and fun.” When working on a design, Peter always aims to incorporate an element of play and interaction with a product. One example is a tee dubbed “Air Guitar.” It has a print of a guitar on a front with a velcro detachable guitar handle on a side, so the person can tear it off and play pretend guitar. It is Peter’s belief that work should be play, play should life, and life should be enjoyment. This bright and rich outlook on life is reflected in every piece that Peter creates.
Peter Alexander is a beautiful and unconventional artist. His pyjama designs are full of fun and entertainment, as is his life. He draws inspiration from his family and friends, as well as from his animal companions. He enjoys stimulating adventures of travel, and he is open to exploring new cultures and trends. Peter sees opportunities for inspiration in every moment of the day, be it during his trip to the office or just before he falls asleep. “Peter is a rare breed of creativity and business savvy" and he proudly wears his title of Pyjama King.
References
Alexander, P. 2007. Celebrating 20 Years of Sleeping Around, Melbourne Books, Melbourne, Australia
NineMSN 60 Minutes. 2009. Chat: Peter Alexander (Online)
Available: http://sixtyminutes.ninemsn.com.au/article.aspx?id=758956 (accessed August 30, 2009)
Peter Alexander Pyjamas & Clothing (Online)
Available: http://www.fashionreview.com.au/peter-alexander-fashion-designer/ (accessed August 27, 2009)
Peter’s World. 2009 (Online)
Available: http://www.peteralexander.com.au/tem/PA_petersworld.tem (accessed September 3, 2009)
Sydney Morning Herald. 2008. Peter Alexander - The Pyjama Game (Online)
Available: http://media.smh.com.au/executive-style/top-line-living/peter-alexander--the-pyjama-game-318689.html (accessed September 1, 2009)
Semester 3: Introduction to Design Research with Suzanne Keating
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