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May 18, 2013  ·  2 min read

By  Benjamen Judd

We are fond of a cult label. Particularly those mercurial ones that are not afraid to evolve into bigger and better things. Such as Sydney-based label the-designers-formerly-known-as Secret Squirrel. Who are now the designers known as Secret South.


The move to change their name reflects the evolving style and ethos of Secret Squirrel, gaining a new maturity in design and aesthetics.


Building on their reputation of making clothing women love to wear, Secret South is in essence a concise re-imagining of everything loved by fans.


“For us, Secret South is almost like Secret Squirrel’s older sister,” say founders Bri Cheeseman and Andrew Prince. “While we loved the cute nostalgia of our old name, the label has really grown up to be all about simple, modern, covetable pieces.”


And grown up they have. This autumn winter collection is a statement of maturity from the label, and is offering women a range of clothing that is, shall we say, designed for women. And not that woman’s six year daughter going to a Halloween party.


The collection is big on bold colour and bold prints – wrap-around dresses, a pant-suit, and not to mention a selection of coats that are going to magically find their way into the QT offices in such huge quantities we are going to look like a showroom.


For more information on Secret South, and to buy their latest collection online, head to their website.

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