This Sydney-Based Homeware and Clothing Brand Will Transport You Straight to Glorious Puglia

We chat with the founders of au courant homeware and clothing brand Alex and Trahanas about their favourite places in Puglia and Sydney.

By Chloe Sachdev Published on Mar 31, 2023, 06:18 PM

Alex and Trahanas is must-have for anyone trying to channel that never-ending summer vibe in their homes or personal style. We chat with the founders of this absurdly au courant lifestyle brand about their favourite places in Puglia and Sydney.

HAVING MET AND WORKED in events and publishing across the fashion and lifestyle scene in Sydney, the creative duo Alexandra Heard and Heleena Trahanas decided to join forces and create their own lifestyle brand, Alex and Trahanas. Inspired by their shared love for Puglia, across the world in southeastern Italy—its warmth, hospitality, arid landscape and shimmering blue ocean—the pair created a range of colourful hand-painted ceramics, tabletop pieces, elegant but effortless garments, and accessories that riff on Italian long lunches, never-ending summer holidays and the art of entertaining.

What started as an online business in 2017 is now a stand-alone store in Sydney’s well-heeled and well-dressed Paddington neighbourhood, and an in-the-know brand for the fashion set wanting to channel la dolce vita. Here, the women behind Alex and Trahanas guide the way to their favourite spots in both Sydney and their source of inspo, Puglia.

T+L SEA: Through your ceramics and garments, what aspects of Puglia did you want to bring to Sydney?

Alex Heard: It was really about joy and colour, and bringing the vibrant colours that you see in Puglia—from the parasols on the beach to the tomatoes and the amazing colour of the sea—into a colour palette and setting the tone and table for a lovely experience with family and friends.

Courtesy of Alex and Tranahas
Courtesy of Alex and Tranahas

The Alex and Trahanas Guide to Puglia

T+L SEA: What’s your favourite thing about Puglia?

Heleena Trahanas: The landscape. It’s a diamond in the rough. It’s really arid with ancient olive groves but contrasted with the sparkling and mesmerising Adriatic Sea, which always takes our breath away.

T+L SEA: Where is your favourite region in Puglia?

Heleena: We love the south, in particular the Salento region which has the most beautiful beaches. We love swimming at Bagno Marino Archi in Salento near Castro. The beach is filled with colourful umbrellas, and it has a beautiful seaside restaurant.

T+L SEA: Favorite places to stay in Puglia?

Courtesy of Masseria Moroseta
Courtesy of Masseria Moroseta
Olive garden in Masseria Moroseta territory. Courtesy of Masseria Moroseta

Heleena: We have two. We love Masseria Moroseta. It’s so special as it was the first place we stayed when we visited. They have the most welcoming team; you feel really at home and it’s the most relaxing space set on five hectares of olive groves. The resident chef, Georgia Goggi, grows all her own vegetables in the garden and what she creates daily you never have tasted before in your life. The love she has for what she does shines through the food and setting.

The Thinking Traveller Puglia — Villa in Puglia. Courtesy of The Thinking Traveller

Alex: The second place we love, especially if you have a big group of people, is a collection of villas called The Thinking Traveller. They have the most heavenly villas scattered around Puglia in dreamy and magical settings. Here, you can have authentic tailored experiences with private chefs and local guides on an incredible property all to yourselves.

T+L SEA: When in Puglia, don’t miss?

Heleena: Eat at Taverna del Porto, which is a charming seaside restaurant with the freshest seafood menu. We also love wandering around the antique markets and the food markets on the weekend is delicious.

Taverna del Porto in Pulgia — Courtesy of Taverna del Porto

The Alex and Trahanas Guide to Sydney

T+L SEA: You’re both based in Sydney, what’s your perfect 24 hours in Sydney?

Alex: Begin your day with a swim at one of the sparkling swim spots along the Sydney coastline. We love McKenzie Beach, a hidden beach in between Bondi Beach Tamarama and Bondi.

insiders guide to Sydney — **CLOCKWISE FROM TOP LEFT:** Courtesy of Dinosaur Designs; courtesy of Primary; courtesy of Roslyn Oxley9 Gallery; courtesy of Olsen Gallery; courtesy of Lucy Folk

Heleena: Grab a coffee at Primary in Potts Point, it’s tiny but they make an excellent brew. Then, head to Paddington, where our boutique is based and go shopping. There are so many other great boutiques too like Dinosaur Designs for homewares, Lucy Folk for jewellery, Bassike for elevated staples, and Poepke for a great edit of designers like Dris Van Noten and Comme Des Garçons. Explore the backstreets and you’ll find great galleries like Olsen Gallery and Roslyn Oxley9 Gallery.

We love a late lunch at Sean’s—it’s a North Bondi institution with a farm-to-table menu and eclectic seaside setting. We could sit there all afternoon. Then, head to South Bondi for a drink at Icebergs Dining Room and Bar for the most breathtaking view in Sydney. The service and drinks are impeccable and, if you roll into dinner, the Italian restaurant is delicious.

**FROM LEFT:** Courtesy of Icebergs Dining Room and Bar; courtesy of 10 William St

Alex: Or we would head back to Paddington to 10 William St for dinner or late supper. It’s a very cute Italian wine bar five minutes from our store. The convivial vibe, atmosphere and food reminds of us being in Italy.

To meet Alexandra Heard and Heleena Trahanas, the delightful duo behind Alex and Trahanas, in person and hear their insiders’ guide to Sydney, watch the video here.