The momentum of our backless mermaid dresses has continued since our first collection was launched back in 2009. It’s been a lot fun seeing the school girls connecting with our backless mermaid dresses over the years, so we consciously decided to continue along this path and we produced a follow up collection of backless formal dresses. In the next collection, we refined our initial ideas and we introduced digital prints. Digital prints were very popular back then and our high-street-wear roots with heavily printed designs and architecture background were the perfect ingredients to produce a unique range of printed, backless mermaid dresses like no other brand on the market at the time. Our prints gradually became accepted into the mainstream media, and again we were setting a trend in the formal market as we were the only formal-wear designer brand offering digitally printed, backless, mermaid dresses. We were dressing famous musicians from all around the world, including Sneaky Sound System, Groove Armada and Steve Aoki. Our prints were geometric, abstract and very colorful, and although prints in general were very popular at the time, we had a unique voice in the market due to the graphically unique look of our designs and the idea of re-purposing them into backless school formal dresses. We can say with confidence that we started the backless dress trend in Brisbane, our silky, sexy, elegant designs were extremely popular for their time.