THE IMPORTANCE OF OUR STORY

It is vital for our consumers to understand our brand message, as we feel that this is our niche in a very saturated market. 

Our message that we are trying to send out is clear, we want all women to feel free to dress however they wish regardless of what society tells them to do. Women in todays world have fallen into a hole of following the same trends and dressing like each other, we want to change this. We want all women to express themselves and their feelings through their choice in fashion and dress as provocatively and disruptive as they want.

We drew on this message from our designers inspiration from the mutilation of Jack the ripper. He was an infamous serial killer in the late 1800's and was mainly active in the city of London's impoverished areas. He would take advantage of female prostitutes and murder them. This is how the colour red became our main theme, and our designs are seen to be different in their hem lines and layers. 

We want to take this story and apply it to society today, though there is no longer a 'Jack the ripper', there are unfortunately people who take advantage of women based on what they wear. This is what we want to take a stand with, and change peoples ideas of this.