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

The creative forces behind one of Australia’s most in demand fashion brands have revealed which of their best-selling dresses is recut into new colours each season – and what happens when well-known celebrities wear their styles. 

Daniel James Waite Romanin and Nikolina Ergic, both in their mid-30s, started One Fell Swoop in February 2005 after meeting while they studied at a fashion college. 

‘It was clear from the beginning with our European backgrounds, enthusiasm, and work ethic that we would be either fierce competitors or inspiring allies. We luckily fell into the latter and became closely linked creatively,’ Daniel told Daily Mail Australia.

The creative forces behind one of Australia’s most in demand fashion brands have revealed which of their best-selling dresses is recut into new colours each season

Daniel James Waite Romanin and Nikolina Ergic (pictured), both in their mid-30s, started One Fell Swoop in February 2005 after meeting while they studied at a fashion college

Daniel James Waite Romanin and Nikolina Ergic (pictured), both in their mid-30s, started One Fell Swoop in February 2005 after meeting while they studied at a fashion college

Natalie Roser

Tilly Jac Smith

After finishing college the pair hired a cottage in Perth, Western Australia, and began to diffuse their graduate collections into more accessible shapes

After finishing college the pair hired a cottage in Perth, Western Australia, and began to diffuse their graduate collections into more accessible shapes.  

‘From the beginning we were dedicated in our design practice and made locally,’ he said.

‘Every piece is draped on a mannequin; our shapes elevate the form of the body and accent the cloth. 

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

The brand has had great success selling draped midi dresses, especially the 'Philly dress' (pictured), which is recut every year into new tones

The brand has had great success selling draped midi dresses, especially the ‘Philly dress’ (pictured), which is recut every year into new tones

One Fell Swoop garments are made to be timeless keepsakes and effortless to wear, with many of them becoming bridesmaid dresses or featuring in other personal and pivotal events

This year the brand will be focusing on expanding internationally with more work on building its US and European profile

One Fell Swoop garments are made to be timeless keepsakes and effortless to wear, with many of them becoming bridesmaid dresses or featuring in other personal and pivotal events

One Fell Swoop garments are made to be timeless keepsakes and effortless to wear, with many of them becoming bridesmaid dresses or featuring in other personal and pivotal events.  

The brand has had great success selling draped midi dresses, especially the ‘Philly dress’, which is recut every year into new tones.  

‘It’s our longest and best-selling style which we have been selling since 2016 and it was also picked up by the Western Australian Museum for their Innovative and Creativity Progress gallery,’ Daniel said. 

Their outfits have caught the eye of a number of Australian celebrities, including DJ Tigerlily and Natalie Roser, as well as international makeup conglomerate and new mum Desi Perkins.  

Natalie Roser

DJ Tigerlily

Their outfits have caught the eye of a number of Australian celebrities, including DJ Tigerlily (right) and Natalie Roser (left)

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

‘After DJ Tigerlilly wore the Gaia Maxi in Fern we saw sales increase by 30 per cent. We had an extensive waitlist once Nat Roser wore the Kiki Mini in Fern, with 20 orders straight away and hundreds of enquiries per day, off the back of her posting.

‘The Rapid Wrap top in shell stripe and Paris pant in shell stripe that Desi Perkins wore sold out within minutes and we are releasing the styles again in early February. Our sales were up 60 per cent that day.

'The Rapid Wrap top in shell stripe and Paris pant in shell stripe that Desi Perkins wore sold out within minutes and we are releasing the styles again in early February. Our sales were up 60 per cent that day,' Daniel said

‘The Rapid Wrap top in shell stripe and Paris pant in shell stripe that Desi Perkins wore sold out within minutes and we are releasing the styles again in early February. Our sales were up 60 per cent that day,’ Daniel said

‘We get a lot of enquiries from high profile celebrities for bridesmaid dressing also so it’s great to see them connecting with our designs for such an important day.’

This year the brand will be focusing on expanding internationally with more work on building its US and European profile.  

‘We want to continue to reach more celebrities worldwide with our designs and finding new local retailers nationally will also be key, especially now that travel has opened up across the country,’ Daniel said.

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Read more at DailyMail.co.uk