Launched by art director Melanie Kamsler and stylist Tamila Purvis. Kamsler studied graphic design and gravitated toward magazine work, bewitched by the emotion and mood of fashion editorials. Interned at Oyster magazine, eventually becoming art director there, then met Purvis when both worked at Russh magazine in 2005. Also served as
art director for Sass & Bide label in Australia. Purvis studied photography and design at university. While assisting photographers. she was drawn to the role of stylist, eventually becoming junior fashion editor at Russh. Collections are based on themes of mysticism and magic, combined with inspirations from icons, music and film.