Alexandra Reid, Apartment Clothing

Where do you call home? 

I’ve lived in Sydney’s Inner West for about 10 years.

Have you always been a designer? 

I started out in fashion in online, social media and website content. I worked with many different designers at the beginning and it’s not something I ever imagined myself doing. My business partner Sam and I collaborate on everything Apartment Clothing and she has all of the technical design skill. I think of my role as more of a ‘curator’ – helping to oversee the collection, filling in the gaps and ensuring it flows well.

What’s it been like running a business in a post-Covid climate? How have you and APT adapted to the times?

It’s been a really interesting time to say the least. We decided pretty early on that the only course of action was to rise to the challenge, move around our collection timelines and go with the flow as much as possible. One unexpected silver lining was the extra time it gave us to connect with the beautiful boutique owners we work with. 

What was the last great book you read? 

Dietland by Sarai Walker.

What would we find on your playlist in your studio/office?

Our office playlist is pretty chilled. I’ve been listening to Khruangbin a lot, their music is mainly instrumental so it’s great for concentration.

If you weren’t doing Apartment Clothing, what would we find you doing?

Probably working for POL Clothing!

What does sustainability in fashion mean to you?

For me it means buying better, creating clothes from responsibly sourced fabrics that will stand the test of time and making in Australia as much as possible. One of my favourite initiatives we’ve taken with Apartment Clothing is working with upcycled fabrics – fabrics that were saved from going into landfill by one of our suppliers. The gorgeous Crepe story from Winter is made from an upcycled crepe, and we have more coming as part of our next collection.

Dream holiday destination?

The next place on my list is Uluru.

If an out of towner was visiting, where would you take them?

My favourite place to visit in Sydney is McIver’s Baths in Coogee. It’s a beautiful spot and women only so it’s always a very relaxed vibe.

What are you currently coveting?

I’m shopping for a new lounge at the moment, obsessed with Sarah Ellison’s designs.

Describe your style in 3 words. 

Relaxed yet considered.

Favourite Instagram feeds? 




Do you collect anything and if so what? 

Not sure if you would call it collecting but I have a LOT of houseplants.

Summer or winter?  

Summer! I live in skirts and dresses year-round, and only having to think about one layer of clothing makes getting dressed so much easier.

Favourite Restaurant/Cafe? 

That’s got to be a tie between Bella Brutta and Mary’s, both in Newtown.

What takes your breath away? 

Nature. A few years ago, my husband and I drove around Scotland and every day I saw something that took my breath away.

Favourite Australian product…

Ultraviolette’s Queen Screen. It’s the best sunscreen I’ve found – great under makeup or on its own for just a hint of glow. 

Why shop local?

Community, creativity and helping beautiful local businesses thrive.

Do you have a signature scent?  

I love Sunnyside Up by Juliette Has A Gun. It has this beautiful woody scent that reminds me of a men’s cologne more than a perfume. I bought it in Paris so the scent always brings up fun memories. 

Favourite Cocktail?


Favourite Flower?


Use one word to describe Jim & Jane.