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Our Process.

Our Process.
Understanding women's bodies.
When designing our pieces, the designs start with you. With 30 years of experience in the industry, our creative director Dana understands how women's body's differ from each other and how they change over time, she ensure pieces flatter across a range of shapes.


Less is more.

We believe in the ‘less is more’ approach and creating pieces that will blend timelessly with your wardrobe. Choosing high quality staple styles not only elevates your look it takes the stress out of putting together an effortless outfit. 


Natural Fibres.

We choose quality over quantity and mostly use natural fibres unless it compromises the garment, as they are much nicer to wear and are better for the environment. Making small amounts of staple styles also reduces our impact and encourages versatile and considered wardrobing.


Understanding the modern women's lifestyle.

Women's lifestyles are diverse and dynamic. We want clothes that exert confidence, that feel grounded and most of all super comfortable.