Inside the design studio

In a sunlit loft tucked away in the heart of the city, the design studio hums with quiet intensity. Rolls of fabric in every imaginable texture and hue line the walls, while mood boards brimming with sketches, colour swatches, and vintage magazine clippings offer a glimpse into the creative minds at work. This is where the brand’s collections begin to take shape—long before they ever grace a runway or boutique window.

Designers gather around large communal tables, deep in discussion over silhouettes and seasonal palettes. Each garment starts as a hand-drawn sketch, often inspired by a blend of archival references and contemporary culture. The team works collaboratively, bouncing ideas off one another in a process that is both structured and spontaneous. There’s a palpable sense of purpose in the room, as if every stitch and seam is part of a larger narrative.

One designer, originally from Melbourne, explains how the brand’s aesthetic is constantly evolving while staying true to its core values. “We’re always looking for ways to innovate, but we never lose sight of what makes our pieces timeless,” she says, carefully pinning a muslin prototype to a mannequin. The prototype will undergo multiple revisions before it’s approved for production, a testament to the brand’s commitment to craftsmanship.

Technology plays a key role in the studio’s workflow. Digital pattern-making software allows the team to visualise garments in 3D, reducing waste and speeding up the development process. Yet, despite these modern tools, there’s still a strong emphasis on traditional techniques. Hand-sewing, draping, and fabric manipulation remain integral to the design process, ensuring each piece retains a human touch.

Throughout the space, there’s a quiet reverence for detail. From the precise placement of a dart to the choice of a button, nothing is left to chance. It’s here, in this creative crucible, that the brand’s vision is born—one sketch, one stitch, one idea at a time.

Crafting the brand identity

Beyond the garments themselves, the brand’s identity is meticulously shaped through a blend of storytelling, visual language, and cultural resonance. At the heart of this process is a dedicated team of brand strategists, graphic designers, and marketing specialists who work in tandem with the creative directors to ensure every element—from logo placement to campaign tone—aligns with the label’s ethos.

In a sleek, open-plan office adjacent to the design studio, mood boards are replaced with brand books and digital mock-ups. Here, the team pores over typography choices, colour psychology, and packaging concepts. Every decision is intentional. The soft, earthy tones used in the brand’s latest campaign, for example, were selected to evoke a sense of grounded luxury—an aesthetic that resonates strongly with their Australian clientele, who value both sophistication and authenticity.

“We’re not just selling clothes—we’re telling a story,” says the brand’s head of marketing, originally from Brisbane. “Our audience wants to feel connected to something real, something that reflects their values and lifestyle.” This philosophy is evident in the brand’s social media presence, which favours candid, behind-the-scenes content over polished perfection. Posts often feature artisans at work, snippets from design meetings, or glimpses into the daily life of the team—offering followers a sense of intimacy and transparency.

Packaging is another key touchpoint in the brand’s identity. Garments are wrapped in recycled tissue paper, sealed with minimalist stickers bearing the brand’s monogram. Swing tags are printed on seeded paper, encouraging customers to plant them rather than discard them. These small but deliberate choices reinforce the brand’s commitment to sustainability and innovation—values that are increasingly important to Australian consumers.

The brand also collaborates with local artists and photographers to create campaign imagery that feels rooted in place. Recent shoots have taken place along the rugged coastlines of Victoria and the red earth of the Northern Territory, capturing the raw beauty of the Australian landscape. These visuals not only highlight the garments but also position the brand as a cultural participant, not just a fashion label.

Ultimately, crafting the brand identity is an ongoing dialogue between heritage and modernity, aesthetics and ethics. It’s a process that requires as much creativity and precision as the design of the garments themselves—and one that ensures the brand remains both recognisable and relevant in a fast-changing industry.

Voices behind the vision

At the core of the brand’s success is a diverse group of individuals whose passion and expertise shape every facet of its identity. From the creative directors to the pattern cutters, each voice contributes to a collective vision that is both cohesive and dynamic. Emma Simpson’s visit offered a rare opportunity to hear directly from the people who bring the brand to life—not just through their work, but through their stories.

In a quiet corner of the headquarters, the lead womenswear designer reflects on her journey from a small town in regional New South Wales to the helm of one of the country’s most influential fashion houses. “I never imagined I’d be here,” she says, adjusting a swatch of silk on her desk. “But this brand gave me the space to grow, to experiment, and to find my voice as a designer.” Her collections are known for their fluid lines and subtle nods to Australian flora, a tribute to her upbringing and a reminder of the brand’s local roots.

Elsewhere, the head of production—a veteran of the industry with over two decades of experience—emphasises the importance of mentorship within the company. “We’re not just making clothes; we’re building a culture,” he explains. “There’s a real sense of responsibility to pass on knowledge, especially to the younger team members coming through.” His team includes apprentices from TAFE programs across the country, many of whom are getting their first taste of high-end fashion production.

One of those apprentices, a recent graduate from a design school in Adelaide, shares her excitement about working on her first collection. “It’s surreal,” she says, beaming. “I’m learning so much every day—from how to handle delicate fabrics to understanding the rhythm of a production cycle. Everyone here is so generous with their time and knowledge.”

The brand’s creative director, a softly spoken figure with a background in architecture, sees his role as that of a conductor rather than a soloist. “My job is to listen,” he says. “To bring together all these incredible talents and make sure we’re moving in harmony.” He speaks of the importance of intuition and trust, of knowing when to push boundaries and when to honour tradition. His leadership style is collaborative, often inviting input from unexpected corners of the company—from interns to logistics staff.

“Some of our best ideas come from the most unlikely places,”

he notes.

“It’s about creating an environment where everyone feels heard.”

This ethos extends beyond the studio walls. The brand regularly hosts internal forums where staff can pitch ideas, raise concerns, or simply share what inspires them. These sessions have led to tangible changes—from new sustainability initiatives to more inclusive sizing options—demonstrating that every voice truly matters.

What emerges is a portrait of a brand that is as much about people as it is about product. A place where creativity is nurtured, collaboration is celebrated, and every garment carries with it the imprint of many hands and hearts. For Australian consumers, this human element adds a layer of authenticity that resonates deeply, reinforcing the brand’s reputation not just as a fashion leader, but as a community in motion.

Inside the design studio

Stepping into the design studio feels like entering the creative heart of the brand — a space where mood boards, fabric swatches, and sketches collide in a curated chaos that somehow makes perfect sense. The studio hums with quiet intensity as designers refine silhouettes, test fabric drapes, and pin samples to mannequins under soft, natural light. Every corner tells a story of innovation and heritage, with archival pieces displayed alongside the latest prototypes.

Emma Simpson observed how the design process begins with a seasonal narrative — a concept that informs everything from colour palettes to garment construction. This season, the team is drawing inspiration from 1970s coastal Australia, blending sun-bleached tones with fluid tailoring. The result is a collection that feels both nostalgic and forward-thinking, with a strong emphasis on sustainability and wearability.

“We’re not just designing clothes — we’re designing how women feel in them,” one senior designer explained, adjusting a linen-blend blazer on a dress form. “It’s about confidence, ease, and timelessness.”

Digital tools play a key role in the studio’s workflow, with 3D rendering software allowing the team to visualise garments before a single stitch is sewn. Yet, there’s still a strong commitment to traditional craftsmanship. Patternmakers work by hand, refining cuts with precision, while textile specialists experiment with natural dyes and organic fibres sourced from ethical suppliers.

• Over 60% of the upcoming collection uses certified sustainable materials
• Each design undergoes a minimum of three prototype fittings before approval
• Designers collaborate closely with the production team to ensure feasibility and finish

What’s striking is the balance between artistry and pragmatism. Every piece is designed with the modern woman in mind — someone who values both style and substance. From the first sketch to the final sample, the studio is where vision becomes reality, and where fashion is treated not just as product, but as purpose.

Meet the team behind the brand

Behind the brand’s polished aesthetic is a tight-knit team of creatives, artisans, and strategists who bring the label’s vision to life. Emma Simpson was introduced to the core team — a diverse group of women leading everything from design development to global marketing. Many have been with the brand for over a decade, a testament to its strong internal culture and commitment to nurturing talent.

At the helm is Creative Director Elise Tran, whose background in textile design and deep understanding of Australian lifestyle fashion shapes the brand’s signature look. Known for her intuitive approach to colour and proportion, Elise leads weekly design reviews where every detail — from button placement to hemline length — is scrutinised. Her leadership style is collaborative, often inviting junior designers to present ideas and mood boards during concept meetings.

“We’re a brand built by women, for women,” Elise shared. “That means listening to our team at every level — from the atelier to the boardroom.”

In the atelier, Head Patternmaker Marla Singh works closely with the design team to translate sketches into wearable forms. With over 20 years of experience, Marla is known for her meticulous eye and ability to sculpt garments that flatter a range of body types. Her team includes three apprentices, all of whom are part of the brand’s in-house mentorship program aimed at fostering the next generation of Australian fashion talent.

On the business side, Marketing Director Zoe Chen oversees the brand’s global campaigns, ensuring that the storytelling remains authentic and aligned with its values. Zoe’s team is responsible for the brand’s recent pivot to digital-first strategies, including immersive online lookbooks and influencer collaborations that resonate with a younger, style-savvy audience.

• 85% of the leadership team identifies as female
• Staff retention rate is over 90%, with many team members promoted internally
• The brand runs quarterly workshops on sustainability, innovation, and inclusivity

What stands out is the synergy between departments — a rare cohesion that allows the brand to move swiftly from concept to collection. Whether it’s a textile technician experimenting with eucalyptus-based dyes or a merchandiser forecasting next season’s bestsellers, every team member plays a vital role in shaping the brand’s identity. It’s this collective passion and precision that keeps the label at the forefront of Australian fashion.