Keepsake is Australia’s go-to label for directional and beautiful evening wear with a twist. Contemporary and bold lines and silhouettes intertwine with elegant and classic fabrics and colours – Keepsake draws attention for its unashamedly feminine aesthetic and playful details. The Keepsake girl is not afraid to dress up for an occasion and become the visual focus of the event she’s at; she’s the perfect balance of delicate femininity and strong convictions for a modern world. She is very aware of trends but uses them in a way that suits her own, unique style. The story of Keepsake began in 2010 when Australian Fashion Labels’ Design Director Melanie Flintoft saw a gap in the market for of-the-moment, affordable evening wear. Melanie worked with Keepsake Designer Carmen Dugan to research this niche brand and it hit stores in October 2010, to wide acclaim. The world was more than ready for Keepsake. “My aim with Keepsake is to achieve the right balance of detail and simplicity in each garment,” Carmen says. We offer a collection almost every month, always with a print exclusive to each – these ranges are ever-evolving, producing fresh styles with a signature look. I think it’s really important to stay true to your own style. It’s not only about what you wear but instead about how you wear it. It’s important to be able to use a garment to be able to express your own thoughts and preferences, and also to be able to carry yourself well in it – I think this is why Keepsake’s ranges hold something for everyone.” Keepsake’s unique ranges are researched through forecasting websites combined with inspiration from respected style blogs and fashion magazines, ensuring that the pieces are what the modern woman wants to wear now. Now carried in over 250 stockists worldwide, including Myer, Live and prominent online store The Iconic in Australia, and international retail icons Nordstroms, Bloomingdales as well as Nasty Gal, Singer 22 and Planet Blue, the label has enjoyed a rapid trajectory into success. Celebrities such as Nicole Ritchie, Reese Witherspoon, Kendall Jenner, Guiliana Rancic, Melanie Brown, Carrie Bickmore, Christina Milian, Zoey Deutch, Kristin Cavallari. Alexa Vega and Brittany Snow have all graced events in Keepsake gowns, as well as renowned bloggers Aimee Song (Song of Style), Jasmin Howell (Friend In Fashion).