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Sunday, 12 February 2012

Myself and FD UP

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 fast. "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"

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