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Since its formation in 2011, Keepsake the Label has provided a directional take on traditional forms of eveningwear. This was the intention of Australian Fashion Labels Creative Director Melanie Flintoft, who saw the need for high-end, price-pointed formalwear that still offered crisp lines and intricate detailing in luxe fabrics. Keepsake’s high-end appeal has found a following amongst celebrities and style icons, with Kendall Jenner, Reese Witherspoon, Gigi Hadid, Mila Kunis, Carrie Bickmore, Kristin Cavallari, Alexa Vega and Brittany Snow amongst its high profile supporters. Keepsake Head Designer Carmen Dugan has grown with the label since the beginning, seeing it blossom into a strong representation of modern femininity by finding “the right balance between detail and simplicity in each garment”. Through Carmen’s dedication, exclusive prints, premium fabrics and an updated understanding of classic silhouettes has become the signature within any of Keepsake’s eleven annual collections. Moreover, the recent introduction of a range of intimates further compliments the label’s stance as one of luxury, indulgence and fragility.