Net-A-Porter is all well and good, but what happens if the budget does't stretch to Marc Jacobs or Stella McCartney? The online shopping revolution has been slow to come to the more affordable fashion party.
Now Sydney duo Dee Tran and Fion San have come to the rescue with their
brilliant boutique, F'D UP, which is all about top trends turned over
"We love online shopping, and wanted to create a destination for people
to shop for affordable, on-trend fashion" says Tran."We are obsesses
with trends, and we're always looking at internal online stores, but
finding we couldn't afford the pieces we adore. So we decided to do it
ourselves! Why shouldn't you have a new piece every week to go out on
the weekend? We've edited a smart selection of fashion, jewellery and
accessories that is always changing"
Right now, that means crochet
dresses, denim bustiers, pleated chiffon maxi skirt and statement
knuckle duster rings.
The pair met studying fashion at St George Tafe, and both work at Sydney
label Bracewell after graduating. These days they juggle jobs within
the industry-both work by day at Sydney fashion labels- with Saturdays
at the Markets and evenings working on their store.
"All our friends are in fashion, so we got them on board", says Tran.
"The idea is to collaborate and make it fun. We're not about just
posting flat lays of product- we love to style shoots, so we get our
friends to model, we do the hair and makeup ourselves and film video
clips, which we post on the site and on our blog. All of these aspects
add to the store experience.
What are they into right now? "Hip hop dancing and blue lipsticks,"
laughs San. Today anyway. Tomorrow, it could be something completely
different. "That's why we love fashion- because it moves so fast"