Raised along side the picturesque beaches of Port Macquarie on Australia’s East Coast, Samantha Wills moved to Sydney in 2004. The same year she unveiled her debut collection at Australian Fashion Week to rave reviews. Entirely self-taught, design came as second nature to Wills who began hand-crafting pieces for her friends and family while she was still at school.
Inspired by her love of travel, many of Wills’ designs are affectionately named after her favourite destinations & adventures had along the way, while her home in New York City provides a constant source of artistic stimuli. Wills rarely leaves her apartment without a camera in hand to capture the magic of the city. Wills down to earth nature is easily spotted in her communications as a spokesperson for the brand, the designer has established a cult following, especially on digital mediums where she communicates honestly & openly with fans as she would friends, sharing personal stories from her life, in & amongst communications about the brand.
In 2011,Wills was hailed the ‘Break Out Star’ By THE NEW YORK TIMES. Often referred to as ‘SW’ by colleagues & fans alike, Wills has been tipped by fashion writer Inez Mendoza to be ‘Australia’s biggest export since Vegemite’, if her mass following & early success are anything to go by, the future is bright for this glamorous brand & its young namesake.