Category Archives: Press

Why We Support Local Designers

At 100 Squared we believe in supporting the Australian fashion industry and take pride in being able to showcase local designers in our innovative fashion marketplace. Our retailing concept was created to nurture local designers, growing brands from a new generation of fashion.

How does 100 Squared support local designers?

With so many talented local designers aspiring to market their own labels without the financial backing to open a boutique, our retailing model is an investment in their future. Giving local designers the opportunity to sell their labels to a large retail market, without the expense of a shopfront, we offer them the head start they need to find their own niche in Australia’s fashion industry.

Why we believe local designers are so important to Australia’s fashion industry

It’s crucial for fresh new local talent to bring their inspiration and ideas to the melting pot that is Australian fashion, for the industry to evolve. Without having access to so many influential local designers, Australian fashion would lose its individuality and uniqueness.

What makes 100 Squared’s retailing concept so effective in supporting local designers?

By converting a blank canvass into a theatrical retail concept in some of the busiest city retail hubs, we give local designers direct access to a vast customer base. The layout of our marketplace allows local designers to have their own retail space, which they can customise to suit their label and branding, to most effectively showcase their fashion lines. We also provide marketing and sales opportunities to help local designers to grow.

Who are some of the local designers we support?

100 Squared supports designers sourced from garages and runways to local markets. Some of our popular local designers are Khaya Candles who specialise in home decor, Coco Liberace a leading local jewellery and accessory designer and fashion label Indi Rose  offering stylish, easy-to-wear fashion.

If this article inspires you, we’d love you to leave a comment.

Contact us if you’d like further information about why we support local designers and, if you’re interested in marketing your label through us, apply online now!

What is a Fashion Marketplace?

A fashion marketplace is an innovative new shopping concept that benefits both fashion retailers and consumers alike. Offering a vast range of fashion brands and lines, showcased in a single thriving retail space, fashion marketplaces allow consumers access to more products than one retailer alone could supply.

Versatility of location

Fashion marketplaces can be set up wherever there is available space to be leased, and offer the versatility of being able to be moved between different shopping hubs, which keeps the marketplace fresh and exciting. While shopping centres may increase or decrease in popularity over time, a shopping marketplace offers the benefit of always being on the pulse of fashion.

Leading fashion marketplace provider

100 Squared is a leading fashion marketplace provider, offering a global stage for talented designers to showcase their creations to a fashion forward audience. The company’s name is derived from the fashion platform they offer, which involves transforming 100 square metres of space into a unique retail concept. 100 Squared proudly offers luxurious boutique retail store fashion lines in an environment with the eclectic and relaxed feel of a local market.

Offering broad consumer appeal

The design concept delivered by 100 Squared allows retailers to market their lines to have the widest appeal to consumers, which not only leads to an increase in sales, but also provides a better shopping experience. As the marketplace is strategically located in an open area, it’s also more interactive for retailers and consumers.

Growing brands from a new fashion generation

Dedicated to growing brands from a new generation of fashion, 100 Squared sources fashion designers from garages, runways and markets. The company gives designers the opportunity to find a position in the fashion market, without having to invest in a retail store space, giving them an extra chance of finding success.

If you enjoyed this article and are interested in marketing your fashion label, you’ll also enjoy our article on “What does it take to launch a fashion brand?“. If you have any thoughts on our fashion marketplace concept, we’d love you to leave a comment!


100 Squared

What Does It Take To Launch A Fashion Brand?

For many people, a career as a fashion designer is something to dream about if you’re creative, artistic and you dream big.

But while the road can be long and difficult, it’s only the best dreams that turn into the best realities, and rarely do they just fall into your lap – it will be hard, your beginnings may be humble, but you can do it.

Here’s a few pointers for how to get started:

1. Be passionate

A career in fashion is different, exciting and creative, and a rewarding outlet for your talents – but that’s not enough for you to really love it, warts and all. Precisely why people are passionate about things is somewhat mysterious, but that’s also what makes passion so amazing.

Only the most truly passionate will tackle the hard road, rather than the easy one, and relish the obstacles in their path. Only the truly passionate will keep getting up when they get knocked down, learn from criticism, and go above and beyond to achieve perfection through long hours, setbacks, and constantly striving for modest gains, rather than instant success.

2. Start at the bottom

Working as a successful and influential fashion designer might be the goal, but even those who scale Mount Everest crawled before they walked. So, set a dream, then set it aside and build the foundation.

Gain knowledge any way you can while honing your skills. Get a qualification. Push for and then accept anything that might give you experience – no matter what it is. It will get your foot in doors, build up your contact list, teach you lessons and give you somewhere to make those inevitable mistakes.

3. Build a brand

Fashion is one of those areas where following the lead may give you ideas, but it’s not going to get you anywhere alone. So think about what makes your vision different to what else is out there. Why should anyone buy your clothes or follow your trends, rather than the thousands of established alternatives? Who are you designing for? Why?

4. Work hard

If you’re getting into fashion design for the champagne and the catwalk parties, think again. It’s a hard, stressful and fast-moving world with extremely long hours, where the initial successes will be those butterflies in the stomach when someone tells you they love your product. Then you’ll go back to the drawing board to create something that will be even more inspirational.

Can you think of anything else that will help those on the long road to fashion stardom, or help to inspire the next generation of influential designers? We’d love to hear from you.

Dolcey & Duke art collab

Michelle Packwood is a Sydney based, Australian artist, designer and printmaker. A maker of objects and images. A creator. A destroyer. She is Dolcey & Duke, a name which is a representation of the innate balance that exists in the universe and the male and female energies which coexist in all of us.

Having grown up in sub-tropical rain forest nooks of South East Queensland and northern New South Wales’ border pocket, nature and its mysterious beauty has long been harvested in her vault of creativity. Obsessed with quantum physics, the cosmos, sacred geometry, nature, and all that it inherently stands for, her inspiration and search for understanding is endless.

After living in a treehouse on the north facing ridge of Currumbin Valley’s Tomewin Mountain she moved to Melbourne where she studied Graphic Design at Shillington College. Having had her dose of inner city bohemia she travelled through the South Americas, focusing mostly on the long extending edge that is Chile. After returning to her homeland 2 years ago she now finds herself in Sydney’s inner west living and creating from her NYC loft style studio space surrounded by numerous diverse creatives who she says provided an endless melting pot of ideas and inspiration.

Through her exploration of photography, digital image manipulation and nature Michelle creates kaleidescopic digital artworks and large scale kaleidoscopic gardens, which you can experience first hand in our 100 Squared locations within NSW.

The vivid lucid world of Dolcey & Duke wanders the woods, transcending the gaps between mechanical and organic structures. Uniting the two in digital organic harmony, the gap hastily fades into a natural fluidity of digital surrealism.

Conjured here is a 1960’s emporium of psychedelic nostalgia, reminiscent of Bridgette Riley and Pablo Amaringo. Inspired by the art Noveau movement, the Psychadelic Pop Art movement and the dream like work of Storm Thorgerson. The subject of focus for Dolcey & Duke; the mind body dualism and entoptic symmetrical compositions of the world around her. Dolcey & Duke prints mainly to fabric focusing on silks which adds to the natural tactility of the compositions. Observers are quickly taken in awe by kaleidoscopic monuments to nature.

Michelle is set to launch in 2014, Dolcey & Duke’s debut collection of limited edition prints on large silk scarves and soft furnishings.

Dolcey & Duke was engaged by 100 Squared to create a new print design for our changerooms.

The end result was mind blowing.

Check out some of the photos here!

For more information and visual wonders you can follow her on and say hello on her wall at