THERE is secret element in creating a Brownlow Medal gown so AFL partners may hit the blue carpet with maximum impact.
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Ingrid Hocking has been furiously stitching away this week to finish two distinctly different dresses for Monday night’s ceremony.
The Perth-based designer, who grew up in Ballarat, has worked closely Nicky Simpson, wife of West Coast Eagles coach Adam Simpson, on a traditional glamour-style look. Ashleigh Priddis, wife of 2014 Brownlow medallist Matt Priddis, has opted for something a little different. Ms Hocking’s primary aim is to bring out each lady’s personality and suit their body shape. At the same time, both dresses are very much Ingrid Hocking Couture style.
“This year is particularly exciting because hopefully (Matt Priddis) is back up there handing the medal back to himself as a winner again,” Ms Hocking said. “There is a lot of attention in the Brownlow and you are under a lot of scrutiny but Ash and I are working on something she’s comfortable with wearing that also screams me.”
Personally, Ms Hocking enjoys getting all dressed up for formal functions.In contrast, there is her self-confessed tomboy side. Growing up in Ballarat, Ms Hocking raced BMX bikes. She still rides a motorcycle.
Ms Hocking has been in the fashion industry for 20 years, learning her trade at SMB while completing year 12 at Sebastopol Technical School. Her first industry job was at Margaret Jean Bridal Couture in Sturt Street. One day, aged 20, Ms Hocking took a bus to Perth for a holiday. She was offered six jobs, took three, and worked hard. Real hard.
Red carpet gowns allow Ms Hocking to “get creative juices flowing”. Her gowns have also graced Cricket Australia’s Allan Border Medal, major business awards and the Melbourne Cup. Where appropriate, Ms Hocking dabbles in accessories to complement her designs and complete looks.
Ms Hocking also has a string of bridal gowns on the go. Her design principles are the same – fit, finish and quality with perfect proportions. As a designer, Ms Hocking is the ultimate people pleaser. Her work was always about the client, making every woman feel like $1 million in one of her dresses.
“I have this quote I use that ‘a lady should not get lost in her gown. The two should be one beautiful piece of pure elegance,” Ms Hocking said. “Every gown is an evolution as it comes together but most of the time, you only get one shot to get it right.”
