Founded in 2015 by Melbourne-based Creative Director, Jess Chen, WHITE STORY was born to present an alternative to fast-paced luxury fashion cycles. The brand was built around the philosophy of simplicity and authenticity. Established from a single focus, our origins are rooted in the quintessential WHITE SHIRT ⁠— the foundation of our craft, and our wardrobes. 

IFASHION CO is all about having fun with fashion & celebrating individuality. Our mission is to empower everyone to look & feel confident, whatever the occasion. Creating memorable moments where you can stand out, feel confident & express yourself through style is at the core of everything we do.