Melbourne designer Alyssa Dimakakos is the founder of new brand Serenita and describes herself as both a maker and a designer.
“I see myself as both a fashion designer and a maker. When I first started, I probably would have leaned more towards calling myself a maker because I loved teaching myself new skills, watching tutorials, and constantly improving my sewing and construction abilities,” she explains.
“Making garments with my own hands has always been such an important part of my creative process. Over the last year and a half, though, I’ve really grown into identifying as a designer as well.
“Creating my first small collection gave me the confidence to trust my creative vision, challenge myself, and design the pieces I truly wanted to make. It made me realise that I’m not only passionate about constructing garments, but also about conceptualising ideas, storytelling through design, and developing a strong creative direction.
“For me, designing and making go hand in hand. I love the full journey of bringing an idea to life, from the first sketch through to the finished garment.”
FROM POLLY POCKET CLOTHES TO FASHION DESIGNER
Serenita was launched in March 2025, but Alyssa says that fashion has always been a part of who she is.
“I’m currently in my final year of my double degree in Fashion Design and Fashion Marketing at Collarts, which has allowed me to develop both my creative design skills and my understanding of the business and branding side of the fashion industry.
“My love for fashion started when I was young. I would hand sew clothes for my Polly Pockets and other dolls using leftover fabric I could find around the house. Even then, I was fascinated by the idea of creating garments and bringing tiny ideas to life with my own hands.
“As I grew up, fashion became an even bigger part of my life. No matter how much I tried to explore different paths or turn away from it, life always seemed to lead me right back to fashion.
“It’s something I’ve realised is deeply connected to who I am creatively. I’m completely mesmerised by the craftsmanship of fashion, the detail, construction, storytelling, and the endless ways you can explore, experiment, and express ideas through clothing.
“Starting my brand came from wanting to create a space where I could combine my love for design, craftsmanship, creativity, and education. I wanted to build something that reflects not only my aesthetic and values, but also my passion for making fashion feel more creative, meaningful, and accessible.
“I actually started creating fashion when I was younger after my mum bought me my first sewing machine. I would spend time attempting to make pieces, experimenting with ideas, and learning through trial and error. Like many hobbies when you’re young, I stepped away from it for a little while, but I never completely stopped creating. I continued hand sewing because it was something familiar to me and a skill I always knew I had.
“Once I finished high school, my passion for fashion really reignited and I began taking creating and designing much more seriously. I immersed myself in developing my sewing skills, exploring design concepts, and understanding garment construction on a deeper level.
“From there, fashion became more than just a creative hobby, it became something I genuinely wanted to pursue, explore, and build a future around,” says Alyssa.
MAKING FASHION MORE CREATIVE AND ACCESSIBLE
The brand name Serenita comes from the Italian word for ‘serenity’ according to Alyssa: “The name holds a very personal meaning to me because creating and designing is where I feel the most calm, grounded, and connected to myself.”
“Fashion and creativity have always been my safe space, a place where I can express ideas, emotions, and imagination freely. When I’m designing, sewing, or bringing concepts to life, I experience a sense of peace and fulfilment, and that feeling became the inspiration behind the brand name.
“Serenita The Label represents not only my creative process but also the emotion and intention behind every piece.”
Alyssa says that the brand comes from combining her passions for design, sewing and digital content creation: “Through creating garments, sharing my process, and building a creative identity around my work, I began establishing Serenita The Label as a platform for both fashion design and education.”
The launch was driven by a desire to create meaningful fashion while also building a community centred around creativity, learning, and sustainable making.”
Designs for the brand are inspired from a range of sources including luxury fashion houses like Dior, Ralph Lauren, Roberto Cavalli, Blumarine and Balmain; nature and the world around us, explains Alyssa.
“[Each designer] has their own unique approach to craftsmanship, storytelling, femininity, and strong design identity,” she says. “I admire Dior’s elegance, structure, and timeless femininity, Ralph Lauren’s classic sophistication and lifestyle storytelling, Roberto Cavalli’s bold glamour and expressive detailing, Blumarine’s romantic femininity, and Balmain’s powerful silhouettes and tailoring. Their ability to create emotion, identity, and artistry through clothing is something I find incredibly inspiring.
“Beyond fashion, nature and everyday life inspire me deeply. I’m fascinated by the shapes, colours, textures, movement, and details found in the world around us. Whether it’s architecture, natural forms, landscapes, light, or small moments in everyday life.
“I love how inspiration can come from unexpected places and how fashion allows you to translate those observations into something wearable, expressive, and creatively exploratory.”
INSPIRING PEOPLE TO SEW, UPCYCLE AND CREATE
Alyssa says that the main concept behind Serenita is to “educate and inspire people to sew, create, and upcycle clothing they already own”.
The brand encourages a more creative and conscious relationship with fashion by showing people that they can transform existing garments, learn practical skills, and express their individuality through making. It’s about making fashion feel more accessible, personal, and sustainable.
“The brand’s aesthetic blends femininity, structure, craftsmanship, and modern creativity. It draws inspiration from vintage silhouettes, tailoring, architectural shapes, and thoughtful design details.”
As with many emerging fashion brands, Serenita has a clear sustainable position: “The brand promotes upcycling, reworking existing garments, and encouraging people to create with what they already have.
“By educating people about sewing and garment transformation, the brand aims to reduce fashion waste and encourage slower, more intentional fashion practices. There is also a strong emphasis on craftsmanship, valuing the time, skill, and care involved in making clothing.
“There are a few long-term goals I have for Serenita The Label. One day, I would love to create bespoke, one-off pieces that are individually tailored and made specifically for the person wearing them. I’m really drawn to the intimacy, craftsmanship, and storytelling behind custom garments, creating pieces that feel deeply personal, unique, and made to last.
“Before reaching that stage, I would love to create small collection drops inspired by the different versions of yourself throughout life, the seasons we move through, the evolution of identity, and the ebbs and flows that shape who we are. I find the idea of translating personal growth, change, emotions, and different phases of life into fashion incredibly inspiring.
“Alongside building these collections, a major goal of mine is to continue educating and inspiring people through sewing, upcycling, and the creative process. Education is a huge part of Serenita The Label, and I want to continue showing people that fashion can be exploratory, personal, and something they can actively create and connect with themselves.
“Long-term, I want Serenita The Label to grow into a brand that combines creativity, craftsmanship, storytelling, and education, creating fashion that feels meaningful, personal, and connected to the human experience.
“Serenita The Label is deeply personal to me,” says Alyssa. “It represents creativity, growth, learning and the joy of making. The brand is not only about clothing; it’s about storytelling, education, self-expression, and empowering people to explore fashion in a more creative and sustainable way. At its core, the brand celebrates the beauty of creating something meaningful with your own hands.”
For more information about Serenita The Label, go to @serenitathelabel
PHOTOGRAPHER: Jessica Tormey
MODELS: Ella Conroy, Alyssa Dimakakos, Cecilia Jones