How best friends built a fashion empire beloved by DJ Tigerlily and Natalie Roser: One Fell Swoop

How best friends and students built a fashion empire loved by celebrities – as they reveal the ONE best-selling dress they cut every year

  • Daniel James Waite Romanin and Nikolina Ergic are the owners of One Fell Swoop
  • The couple met while studying fashion and live in Perth, Western Australia
  • They founded their label in 2005 and have enjoyed tremendous success in recent years
  • They cut out their Philly dress in different colors every year because it is popular
  • Traffic to their website explodes every time Aussie celebrities put on their clothes










The creative forces behind one of Australia’s most sought-after fashion brands have revealed which of their best-selling dresses are retouched in new colors each season and what happens when famous celebrities wear their styles.

Daniel James Waite Romanin and Nikolina Ergic, both in their thirties, founded One Fell Swoop in February 2005 after meeting while studying at a fashion college.

‘It was clear from the start, with our European background, enthusiasm and work ethic that we would be either avid competitors or challenging allies. Luckily we fell into the latter and became closely linked creatively, ”Daniel told the Daily Mail Australia.

The creative forces behind one of Australia’s hottest fashion brands have revealed which of their best-selling dresses are retouched in new colors each season

Daniel James Waite Romanin and Nikolina Ergic (pictured), both in their thirties, founded One Fell Swoop in February 2005 after meeting while studying at a fashion college

Daniel James Waite Romanin and Nikolina Ergic (pictured), both in their thirties, founded One Fell Swoop in February 2005 after meeting while studying at a fashion college

Natalie Roser

Tilly Jac Smith

After finishing college, the couple rented a cottage in Perth, Western Australia, and began popularizing their graduate collections in more accessible forms.

After finishing college, the couple rented a cottage in Perth, Western Australia, and began popularizing their graduate collections in more accessible forms.

“From the very beginning, we dedicated ourselves to our design practice and were built locally,” he said.

‘Each piece is draped over a mannequin; our shapes elevate the shape of the body and accentuate the fabric.

‘Our projects are about technique and manipulation, not traditional design, conformist to trends, nor fast fashion to be consumed by the masses. Our ideas are as true today as they were when we started. ‘

The brand has had great success selling draped midi dresses, especially the

The brand has had great success selling draped midi dresses, especially the “Philly dress” (pictured), which is reworked every year in new shades.

One Fell Swoop garments are made to be timeless and easy to wear keepsakes, with many of them becoming bridesmaid dresses or appearing at other personal and crucial events

This year the brand will focus on expanding internationally with more work on building its profile in the US and Europe

One Fell Swoop garments are made to be timeless and easy to wear keepsakes, with many of them becoming bridesmaid dresses or appearing at other personal and crucial events

One Fell Swoop garments are made to be timeless and easy to wear keepsakes, many of them become bridesmaid dresses or appear in other personal and crucial events.

The brand has had great success selling draped midi dresses, most notably the ‘Philly dress’, which is reworked each year in new shades.

“It is our longest-selling and best-selling style we have been selling since 2016 and was also collected by the Western Australian Museum for their Innovative and Creativity Progress gallery,” said Daniel.

Their outfits have attracted the attention of numerous Australian celebrities, including DJ Tigerlily and Natalie Roser, as well as an international makeup conglomerate and new mom Desi Perkins.

Natalie Roser

DJ Tigerlily

Their outfits have attracted the attention of numerous Australian celebrities, including DJ Tigerlily (right) and Natalie Roser (left)

‘Over the past couple of months we have had quite a few girls both in Australia and internationally wearing our designs. As soon as they post, we see immediate traffic and sales through our website, ”said Daniel.

‘After DJ Tigerlilly wore the Gaia Maxi in Fern, we saw sales increase by 30%. We had a long waiting list once Nat Roser wore the Kiki Mini in Fern, with 20 immediate orders and hundreds of requests per day, behind his post.

‘The Shell Stripe Rapid Wrap Top and Shell Stripe Paris Pants Desi Perkins was wearing sold out in minutes and we will release the styles in early February. Our sales were up 60% that day.

'The Shell Stripe Rapid Wrap Top and Shell Stripe Paris Pants Desi Perkins was wearing sold out in minutes and we will release the styles in early February.  Our sales increased by 60% that day

‘The Shell Stripe Rapid Wrap Top and Shell Stripe Paris Pants Desi Perkins was wearing sold out in minutes and we will release the styles in early February. Our sales increased by 60% that day, ”said Daniel

“We get a lot of requests from high profile celebrities for bridesmaid wear too, so it’s great to see them connect with our models for such an important day.”

This year the brand will focus on expanding internationally with further work to build its profile in the US and Europe.

“We want to continue reaching more celebrities around the world with our designs and finding new local retailers nationwide will also be key, especially now that travel has opened across the country,” said Daniel.

.

Leave a Comment