Natalie Chapman, the fashion designer for the brand has been designing and producing collections beginning in 2008. The journey began after graduating from Fashion Design College straight after High School. From selling the basic dress at markets to boutiques to expanding collections with a dream accomplishment of custom print wear. Presently through the development of past collections, experience and team growth, Natalie has established the brands strong targeted direction. Natalie has developed the brand after the growth from NYFW in September. Natalie will take the brands new line of bold and sophisticated style to New York in January to commence the label's first stand alone show at New York Fashion Week 2014. The designer remains based in Sydney designing and creating two collections a year.