Launching his eponymous label in the early 1990's, Alex's gowns were instantly acclaimed by leading Australian magazines. Vogue Australia was the first to feature his jeweled corsets and glamorous sheaths in their main fashion shoots.

Perry launched his first “ready to wear” collection in 1998. Alex Perry Couture signatures of the ready-to-wear collection are boned corsetry, hand ruching and sexy, feminine silhouettes. In May 2002, Perry launched his Sydney salon at The Strand Arcade. Alex Perry's debut accessories collection was launched in 2006 and featured stilettos, jeweled clutch handbags and bijoux earrings for evening and bridal. Due to popular demand, Alex Perry Brides was launched in 2008, enabling Brides to purchase a Perry gown “off the rack“ for their special day. The collection is complemented by Alex Perry Accessories which includes jeweled handbags, bijoux jewelry and evening shoes.

It wasn't long before the personality behind the scenes began to shine almost as brightly as the gowns and Alex emerged as one of Australia's first designer celebrities.