PRESS RELEASE : JASONGRECH + IBM release World-first cognitive inspired collection at Melbourne Spring Fashion Week

Iconic Melbourne Couture designer, Jason Grech and IBM are turning fashion on its head launching an Australian-first couture collection developed using technology to understand the latest and next season's runway trends. The Cognitive Couture,made up of 12 couture dresses, debuted last night at Melbourne Spring Fashion Week (MSFW).


JASONGRECH Cognitive Couture is a combination of inspiration and a unique design process. IBM provides analysis into trend, audience and fashion possibilities that can be applied to design and decision making. Working with IBM’s cognitive technology, known as Watson, Jason has been empowered to take an entirely new creative approach to his designs - to use insights that take a data driven approach to design and decision making.


JASONGRECH collaborated with IBM to produce The Cognitive Couture collection. With the ability to analyse ten years of runway fashion images and real time social buzz, Watson’s visual recognition technology not only analysed but predicted trends in colour. “Working with IBM to create the collection allowed us to work with a colour palette we would not have considered before. This is the first time I have worked with pastels for my collection”

Jason Grech’s love of architecture permeates his work - “Architecture is amazing. I look at the lines, the curves, the corners, the texture, every detail.”Using an IBM application infused with Watson cognitive technology, Jason and his team created his couture collection by matching architectural images with fashion images, providing the inspiration for new designs.

Using a combination of IBM analytics and cognitive technologies, designers can gain new insights and inspiration with access to 100,000s of social media images in an instant. IBM helped designer, Jason Grech and his team to explore and evaluate trends during the creative process, and discover new ways to work with fabrics, colour stories and textures they have not even thought about. “Watson gave us a direction, helped evaluate risk and maintain confidence in the collection”

A cognitive system is able to understand structured data and unstructured data, such as images, and can reason, learn and interact with people. For Jason Grech, IBM has used a mix of Watson APIs, including Watson Visual Recognition, and cognitive tools from IBM Research to provide insights into fashion trends, consumers and design possibilities.  Jason Grech’s collection at Melbourne Spring Fashion Week is the first time in Australia that artificial intelligence has been used in combination with creative thinking and design process.  For more information visit


JASONGRECH 'Regal' 16/17 bridal collection

With a focus on delicateness, JASONGRECH’s Spring Summer 16/17 bridal collection ‘Regal’ is t for a princess‘I think this collection is a lot more feminine and sublime than my previous ones. There’s a stronger focus on beauty and softness,’ says Grech.

Although the collection sees Jason’s softer side shine, his signature hardness has not entirely been left behind. Hints can be seen in the porcelain white studs, webbed strapping, and leather belts that adorn a number of pieces.

Grech has created a range of silhouettes, perfectly suitable for any gure, from form- fitting with sheer backs to ball gowns with full tulle skirts. The pieces feature weightless Italian and English tulles, billowing Italian silk satins and georgettes, French laces, heavyweight crepe, and richly beaded laces. Glistening Swarovski pearls and crystals, a staple among any Grech collection, certainly make their presence known.

The palette consists of tones of nudes and oyster alongside natural white - it is a collection unconstrained by the tradition of the pure white gown. Pushing further away from convention, Grech has also cast aside the custom of silk covered buttons, opting instead to fasten his gowns with exposed zippers and hook and eye tape.

The collection was captured last week in a stunning industrial setting that contrasts starkly with the ethereality of the pieces. A glowing cloud of owers by Liz Ricci of Flower Temple Melbourne, floats delicately above the collection, emphasising its grace and exaggerating its juxtaposition with its cold, hard setting. 

All JASONGRECH wedding gowns are made in our North Melbourne Atelier.


Behind the Scenes - Photo Essay

Behind the Scenes - Photo Essay

Like a fly on the wall, photographer Meagan Harding recently photographed our workroom while we were working on the Regal Collection, our 2016/2017 Bridal Collection. Her candid approach to photography has produced this stunningly natural photo essay of us behind the scenes as we develop our collections.

Gladiator Editorial Shoot

Gladiator Editorial Shoot

She wipes a golden bead of sweat from her brow, watching her opponent sink into the tortured earth.

She rises up before the crowd, every eye upon her, dressed in billowing silk that pulses like the blood in her veins – steady and unbroken.

She is invincible and she fights to the death.

She is a gladiator.