Noticing a gap in the market for price pointed, high-end occasion wear, Australian Fashion Labels Creative Director Melanie Flintoft launched Keepsake The Label, enlisting the help of Head Designer Carmen Dugan. Since its inception, the brand has developed from alternative party wear into luxury, sophisticated occasion wear. Producing eleven collections annually, Keepsake continues to celebrate strength and femininity through fashion.

The label is now stocked in respected retailers globally, including Bloomingdales, Nordstrom, Shopbop, Neiman Marcus, Revolve Clothing and David Jones, as well as a favourite amongst formalwear boutiques. Keepsake’s high-end appeal has found a following with celebrities and style icons, with Kendall Jenner, Gigi Hadid, Carrie Bickmore, Louise Roe, Bec Judd, Aisha Jade and Kylie Minogue among its high profile supporters.

The Keepsake Girl continues to grow and change - understanding the need to adapt with current trends, interpreting them in her own way. Knowing it’s not always what you wear, it’s how you wear it - and most importantly how it makes you feel.

Brand Manager / Head Designer Carmen Dugan fully embodies the essence of Keepsake. Having developed the brand from its beginnings in party wear into sophisticated, high-end eveningwear, Carmen has truly grown with the brand.

“I’m very proud of the direction that Keepsake has taken,” says Carmen. “Maintaining the Keepsake aesthetic, while being able to provide some more fashion forward pieces.” Attention to detail, luxury fabrics and clear directional design set Keepsake apart as a leader in Australian eveningwear. “I’d love to think that within each range, there’s the perfect outfit for any occasion. It’s wonderful to think of the diversity of the women wearing our brand and the memories they create wearing their Keepsake piece.”