[1] Vogue Australia defined the brand hallmarks as a combination of luxurious fabrics, colourful prints and eccentric details.
[2] Camilla Freeman-Topper (born 1981) studied fashion at Whitehouse Institute of Design, Sydney, before winning a scholarship and spending a further year training at Accademia italiana in Florence, Italy.
[2] Marc Freeman (born 1979) trained in engineering and a masters of commerce at University of New South Wales before they started the brand together.
With a strong following by international industry forerunners such as US InStyle Editor Laura Brown and stylist Vanessa Traina, the brand's local awareness in the US has developed exponentially.
60 tonnes of sand were used to create a Dystopian Australian landscape, exploring themes of futurism, reflection and light within the collection.
In 2021, the Armadale brand store was refurbished and redesigned to focus on creating a more intimate setting, featuring an earthy palette and strong geometric shapes.