In the loft of a warehouse in Melbourne’s Abbotsford, racks and racks of lush, puffy jackets surround a large, wooden table. On the walls, pictures of celebrities wearing these very same jackets have been printed out and stuck to the side of the room.

Jeweller William Drury did not always know that he was going to design and make his own jewellery, but perhaps it was a path that he could have seen coming.

While Australian fashion’s finest were being dazzled on the runways installed in the Royal Exhibition Building for Virgin Australia Melbourne Fashion Festival, a couple of blocks north in a Fitzroy backstreet, interested consumers and industry observers were being shown into a graffiti covered building.

For an Australian brand that has survived the after effects of the global financial crisis, the shift to online retail and the decimation of the local manufacturing base, there is surprisingly little written about Melbourne-based label Kloke.

It's funny because I wouldn't say that I'm obsessed with beauty at all or that I'm inherently drawn to the beauty industry,” noted Geraerts. We are in the offices of creative agency Love + Money, on Melbourne’s Gertrude Street, which share premises with It’s All Fluff and have helped create much of the brand’s visual identity.