That first sentence was so nice to read, I guess sometimes you forget to stop and be like oh, yeah, check the progress! When we first started out, we were obsessed with fabric manipulation and loved bending pattern making rules, this however wasn’t easily translated into pieces we could sell online, after a few more years of evolving we eventually got to where we are with a few bloopers along the way. The beaded sheer items were the pieces that were well received by our followers and the rest is history.

To be honest, at the very beginning we were worried, our clothing is for festivals, sweaty night clubs and going out. However, we are so incredibly grateful to our wonderfully loyal customers if anything we expanded, we hired instead of fired and bought more space in our warehouse. Our team has become exceptional at communicating and tighter knit if anything.

To answer the question – yes! It was always our goal to expand our size range. Rach, my stunning best friend and business partner is a size twelve and I watched first-hand the struggles she went through trying to find that fun, drop dead fit to go out in.
When we were first starting in 2013 we were shocked at how the fashion industry just did not cater to curves. When we did fashion weeks, we were given all the comp cards of the models we could choose from and they barely went above a size small. We swore the next fashion week that all those 'rules' were going in the bin and it would be our way or the highway. The beauty of offering made to order allows the customer to put in their exact measurements we aren’t all just the ideal size ten on paper. No shape is the same.

Oh, my goodness, what a cruel question! I reckon we would collectively say the Motherfluffa Dress. This piece was a slither of tulle with these fluffy poms sewn on very meticulously by Rach. She was up all night before a show sewing these on that caused a killer migraine. I had to go ahead and keep the shit together whilst she tried to suppress the migraine pain. But watching that beauty fly down the runway together was worth all the pain and the name was born – The Muthafluffa.

Top of our list, it honestly just drives you even more. I have found that working with women we are on the same page we understand each other. We have our shit days/period cramps etc. and were all like ‘oh, you poor bitch, chill out, take the day off, see you tomorrow.’ When we have worked with (straight) men things don’t flow as well, it’s very hard to explain however we notice it and for that reason avoid it.

Brutally, I don’t think we're there just yet for online however we will be this year. Instagram was just natural as we have such gorgeous customers of all shapes and sizes. We started a size guide highlight which we are always expanding on and have found this has been super helpful for customers selecting their size.
As we are purely online-based, I am always looking for a way to make the customer feel confident in their purchase with us. It doesn’t matter how hard or easy it is, it’s essential for our customers.

A dream has always been and will always be Rihanna. We don’t really focus on celebrity hype, if it happens it happens and that’s awesome, however, it's really our customers we adore and look up too-they are the reason we are where we are now.

Describing yourself as sustainable as a fashion brand doesn’t quite sit well with us, however, being sustainably minded and always listening and looking for alternative options to reduce your footprint is feasible. We hold our monthly sample sales of items that didn’t make it to production, one-off, worn samples so we have no dead stock sitting in our warehouse. We order very limited quantities of styles and if it sells out, we re-order avoiding dead stock at all times. All our scrap fabric is made into hair bows and we're looking at scrunchies as well. Our packaging is reusable, and the packing slip is compostable. We are looking at options to decrease our carbon footprint this year.

That is a load of bull shit, full stop. It is within your control and your responsibility as the owner to ensure the whole process of making the garment is safe, paid correctly, everyone is happy and respected/protected and reworking your profit margin to accommodate the above.

To be honest, our design process wasn’t focused on the 2000s at the start, we don’t really focus on an inspiration ever, it's more what would work for this body type and look smoking. When it came to the photoshoot, it all came to life and we smashed So Fresh back in the day so, why not!?

It definitely has! It is a whole new system for us however we have such wonderful customers who really believe in us, the results have just been jaw-dropping. There was this one custom set Rachel made in 2015 for Miley Cyrus and we flew it to Los Angeles (that’s another story I was meant to go over to meet a boy and that bloody flopped, so we turned it into a business trip) and met the stylist at the time. We got one or two photos of these stunning baby pink lace flares and crop top before it disappeared into her large closet and we haven't heard from her ever since...

This was very new to us! And we have loved every second of it! It’s definitely broadened our target, it's everyday wear but sassy. The gals at Abrand have been so wonderful to work with, as well as really rewarding seeing the product in-store the whole process has been a blast! We’ve actually got a lot more in the works this year with them… But it’s a little secret.

Now you really have my brain thinking. We started this brand with no business plan (don’t do this at home, kids!) and just went with the flow, took everything in our stride and kept going. We went into a buying appointment once and Rach was like, "Have you ever done this before?" and I was like "nope." And that is how we’ve done business for the last 7 years. We want to have fun; we want to enjoy the process and be surrounded by wonderful humans who want the same because otherwise, what’s the point?