IGNITE



When I began working on the Pre-Fall collection, something happened that I wasn’t expecting. I started truly seeing and understanding the collection's delivery timing, the time of year, my customers' wants and needs, and the immediacy that comes with buying clothes for now, not for another season.



The outdated notion that one buys clothes for the upcoming season has become a dead cycle for me. I looked at the Northern Hemisphere’s climate and compared it with Australia, where each collection actually delivers in the season it was designed for.



Beginning with Pre-Fall, I recognised that the brand has always been trans-seasonal. It has always spoken to a trans-seasonal woman, someone on the move, someone who travels, whose wardrobe shifts constantly with her needs and desires.