He may style high profile celebrities, models and It-girls on Sydney's social circuit, but suburban Kingsgrove is where Alex Perry calls home.

Best known for his extravagant and embellished couture gowns, Mr Perry made a his name in the industry before other new-generation designers emerged, and is still regarded as one of the nation's best frock creators.

Mr Perry, 46, is a former student of South Sydney Boys High and went on to graduate from East Sydney Technical College.

Before he started designing, he ran June Dally-Watkins's deportment school and was a booker at several modelling agencies for six years.

But it was a passion for fashion, including strong influences from his icon international designers, Christian Dior and Balenciaga, that pushed him into establishing his own label 17 years ago.

It was not long before he began dresssing stars including Jennifer Lopez, Rihanna, Megan Gale, Elle Macpherson and Miranda Kerr, plus gracing the glossy front cover of Vogue.

Mr Perry has featured at Australian Fashion Week every year since 1997. He has become a red carpet guest for his ready-to-wear gowns, and a bridal party favourite for his custom-made dresses.

His latest gig was a judge on Fox 8's Australia's Next Top Model.

Details: www.alexperry.com.au.