In 1992, Perry launched his brand from a studio in suburban Kensington, creating gowns, corsets and sheaths.[4] Perry's gowns were quickly acclaimed. Vogue Australia was the first to feature his jeweled corsets and glamorous sheaths in their main fashion shoot. This was Alex's first editorial shoot, and the gowns photographed became his signature style afterwards. Since that time, Alex Perry gowns have ongoingly been featured on the covers of Vogue, Harpers Bazaar, Marie Claire, InStyle Australia, Madison, and Grazia Australia.
Perry relocated his studio in 1994 to Double Bay, Sydney, where he built up his clientele to include high-profile celebrities, social identities and personalities. He was a designer at the inaugural Mercedes Australian Fashion Week held in May 1995, and has shown collections each year. Perry's runway shows have featured models such as Linda Evangelista, Alessandra Ambrosio, Megan Gale, Miranda Kerr, Alyssa Sutherland, Nicole Trunfio, and Lily Cole.
