Neriman Georges, founder and designer, started with a vision to create high end luxury fashion without compromising her vegan principles. The brand does not use any real leather, fur, wool, feathers or any other animal products or by products. Sustainability is evident throughout Georges' collections and is part of the brand’s ethos to being an eco-friendly, honest, modern business with a strong need to bring trade back to Australia. Each garment is hand-crafted piece by piece in the atelier. Everything is made locally and ethically.  

2018 during her last year of study Georges was one of the students chosen to show at Melbourne Fashion Week, displaying a signature style of sharp tailoring, natural luxury fabrics and sexy femininity. Since then the brand has been pulled for multiple magazines and premiers including Netflix and Disney, and joined partnership with EA games' Covet Fashion.