Our Story
Established since 2009 in Perth, Western Australia, our founder, Vicky Sofield, set out to showcase Australian fashion designers and brands to the world. Having shortly become an internationally recognised premier fashion website that solidified strong connections with fashion houses, designers and brands across the globe, in 2018 we discovered that our international community wanted more. So we listened and implemented a shopping platform that allows you to shop hundreds of local and international brands all on the one platform.

Our Mission
To be the no.1 global fashion destination that inspires our community to live their best life possible. One where you can shop, observe, style and become inspired all on the one website.

About our Founder
Vicky Sofield is an entrepreneur that’s diversified her leadership and altruistic skills across multiple sectors from fashion, retail, and eCommerce, to marketing, public relations, real estate, and most recently, health and wellness.

She has worked within the fashion industry for over a decade and has achieved great success – helping to build reputable and world-renowned brands. She has worked with numerous industry leaders, and regularly covers fashion weeks across the globe – most recently contributing to Italian Vogue at Fashion Week Australia.

Vicky was the official City of Perth Fashion Ambassador throughout 2015 and 2016. And her work has been featured on numerous digital and print media platforms across Asia, North America, Europe and Australia.

She has established loyal relationships with industry experts and, ahead of the ‘fashion blogging’ trend, Vicky is proud to have been amongst those that inspired the blogging movement and a generation of mostly-female entrepreneurs, in Australia and across the world.