Effigy49

Effigy 49 was born from a desire to express the freedom of the Sydney girl through exceptional design and timeless fashion. Beginning life on Sydney's northern beaches in 2005, lead designer Jade Dockary and her sister Amber Johnson, have built the brand into an innovative Sydney label with a unique style which sells across the world.

Early on the label saw success in London being sold in their own store called Amber and Jade, receiving recognition from British Vogue. After hours and on weekends Jade would scour vintage shops and markets for inspiration for new styles and re-work them into original designs, selling them with great response at Portobello, Camden and Spitalfield markets.

Since then the label has been shaped by the sisters travels through Asia and Europe, the inspiring people they have met, the beautiful sights they have seen and their passion for expressing life's free spirit. But their love of Sydney's warmth and their family of seven siblings has always brought them home to Australia. The Effigy 49 team now works out of a creative warehouse space in Newtown, NSW, and incorporates a great mix of some of the best talent in the industry.

Drawing inspiration from an eclectic mix of urban life and world trends, Effigy 49 is designed to inspire those who wear it to fearlessly express their femininity and soul. It is a style that is owned by those who wear it, and epitomises the strong and free spirited nature of today's young female.

The Sydney girl, living life to the full needs a wardrobe, which can express her individuality wherever she may end up. Going from the beach to the city, festivals to Sunday sessions, after hours parties or chilling with friends, the effortlessly cool design of Effigy 49 has got her covered.