Since its inception in 2011, Keepsake the Label has provided a directional take on traditional forms of evening wear. The brand has developed from alternative party wear into luxury, sophisticated occasion wear. Producing eleven collections annually, Keepsake continues to celebrate strength and femininity through fashion.
The introduction of a range of intimates further complements the brand’s position as a leader in luxury and indulgence – offering the Keepsake girl a complete experience when she wears the label.
Keepsake is now stocked in respected retailers globally, including Bloomingdales, Nordstrom, Revolve Clothing and David Jones, as well as a favourite amongst formalwear boutiques. Keepsake’s high-end appeal has found a following amongst celebrities and style icons, with Reese Witherspoon, Kendall Jenner, Carrie Bickmore, Cara Delevingne and Suzy Woo among its high profile supporters.
Keepsake Head Designer Carmen Dugan has grown with the label since its beginning, seeing it blossom into a strong representation of modern femininity by finding “the right balance between detail and simplicity in each garment”.
Carmen and her team are constantly challenging themselves to encourage their customer to interact with their garments in a way that marries the aesthetic of the brand with the wearer’s personal style. “The Keepsake girl can interpret high fashion trends in her own way,” explains Carmen. “That’s my favourite thing about fashion – it’s not about what you wear but how you wear it and most importantly, how it makes you feel. I want everybody to look and feel special every day.”