Samantha Wills debut collection was unveiled at Australian Fashion Week in 2004 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. 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.