The first frustration
It started with dresses that looked right on screen and felt wrong on.
A high neckline that gaped at the collarbone. A long sleeve that stopped an inch short. A "modest" label on something that clung in every direction it shouldn't.
We wanted coverage that didn't cost elegance, not a workaround, not a compromise rail at the back of someone else's shop, but a dress shop built around the brief itself: sleeves, structure, a hem you can walk in without checking it twice.