“We Wear Our Flaws and Turn Them Into Applause.”
The Story Behind Our Strapline.
Welcome to the blog, the space where style meets story. Here, we talk truth, celebrate imperfection, and find beauty in the bits life doesn’t always polish. It only feels right to start with the heart of our brand, our strapline, and what it really means.
Where It All Began
Every brand needs a strapline. Ours didn’t come from a marketing meeting; it came from life. We wear our flaws and turn them into applause. My mum inspired those words. A woman who lived with schizophrenia, yet carried herself like grace itself. Even on her hardest days, she showed up poised, elegant, beautifully put together. Her lipstick was her armour: her style, her quiet rebellion. Unless you knew her story, you’d never guess the battles she fought behind that calm, radiant exterior. But I did. I watched her face her storms and still walk out looking like Sunday morning. That’s where this phrase was born from her strength, her style, her fight.
Flaws, But Make It Fashion
We all have something a crack, a scar, a secret weight the world can’t see. For some, it’s mental. For others, emotional, financial, or physical. But every day, we rise. We pull it together. We show up anyway. That’s what wearing our flaws really means. Not pretending we’re perfect but transforming pain into power, struggle into style, flaws into applause. Because everyone you pass on the street is carrying something and still, somehow, making it work. That’s a strength. That’s resilience. That’s style.
The Applause
The applause doesn’t always roar. Sometimes it’s just getting through the day. Sometimes it’s subtle, a small win, a deep breath, a “you’ve got this” whispered in the mirror. And sometimes, it’s loud that moment you realise you’re still here, still shining, still serving looks. That’s applause. That’s life. That’s fashion.
Our Energy, Our Essence
Every piece we create is built on that spirit, the courage to keep showing up as you are. No filters. No fronts. Just truth, wrapped in style. So when you wear one of our designs, remember: you’re not covering up. You’re showing up.
Because here, we don’t hide our flaws.
