Julia Smith studied Fashion at East Sydney and formed her design label in 2002 on arriving in Pimlico, London. She told her mother she was going for two weeks.

LONDON MARKETS

Her styles were woven in the tough bittersweet unforgiving markets of Portabello Rd. and Spittlefields. Studying afterwards at night at the Portabello Business School she developed her London street fashion label. After walking across London carrying a French market basket and samples she captured a the hearts of the finest and most progressive fashion boutiques of London.

Department stores like Miss Selfridges and Topshop placed her collections. Her intimate style and cute patterns where instant sellouts, Topshop sold her entire two thousand piece consignment in 3 days in Oxford Street, London.

All her pieces were handmade and she had many coffee's in & around the famed Brick Lane.She spent many stimulating nights with the new euro graphic designers and architects in flats opposite the infamous Ten Bells Pub (which was scary at night in the mist).

In spring 2003 she exhibited her first range in Paris fashion week. After winning a place and catwalk slot in the best new designers section and with little money available for stall decoration after the Eurostar and hotel cost she spend her precious marketing budget on flowers and tiny bonbon sweets. She was happiest in the Sher Khan cafe and loved the tiny bars in Marais.

After a successful first show she attracted initial interest from the grands magasins of Paris and a large number of continental boutiques.

TOKYO

In summer Paris Fashion week at Pret a Porter 2003 she introduced a broader silk range. Press attention particularly in France was increasing and Tokyo fashion week awarded her best young designer to show in Spring 2004 which coincided with a move to Sydney.

For this new show she created Secret Garden collection and two weeks later showed at Spring Pret a Porter 2004. The range expanded and in Summer 2004 she exhibited simultaneously. in Lyon, France at Mode Interfilier and the Summer Who's Next in Paris.

In Spring 2005 she was awarded a place in BBB the Berlin Fashion week and then in Pret a Porter Pick and Mix in Paris. She froze in the snow in Berlin which contrasted with the heat Her range was portrayed in the German and Eastern european press as national television. She has walked with and without heels through most of the Italian, German and French fashion streets selling her range.

The American department stores eg Henry Bendle's and European main stores placed orders. After honing her Photoshop skills and persuading friends to model for her she launched her new website which took 2000 hits in the first few days from going online and hasn't stopped since.

SYDNEY

This summer she showed for the first time in Mercedes Fashion Week in Sydney. While a quiet and relatively small show it was nice to be able to bring her international buyers to her home ground. This summer she exhibits in Paris and Lyon. Her cute stall is at Bondi Market on Sundays, if its not raining.