THE BRAND
My Secret Wardrobe is a fashion-forward, feminine, and elegant boutique based in Sydney, Australia. The brand was born from a desire to make fashion more accessible, sustainable, and practical for women. We saw the need for an alternative to the cycle of buying expensive dresses, wearing them once, and storing them away.
At My Secret Wardrobe, we believe in celebrating life’s moments in style — all while making smarter, more sustainable fashion choices.
THE MISSION
Our mission is to empower women to look and feel their best without the burden of overspending or accumulating pieces they'll only wear once. Through our curated rental collection, we offer timeless, high-end exclusive designs that allow women to experience luxury without compromise.
We’re proud to be the first dress hire store to offer clients the chance to design their own custom gown—made to hire at an affordable price. Through constant experimentation with traditional techniques, we’re shaping a unique and timeless footprint for the MSW brand.
THE FOUNDERS
The Australian brand has stayed true to its original vision. A passion for detail and a love for color & embroidery. Amany & Reem spent their adolescent years surrounded by all things fashion, where they found that this is where their passion lies. Before My Secret Wardrobe came to life, Amany already had years of experience in the fashion industry working for many high-end Australian designers. Reem had already owned a women's boutique and was driven to be an entrepreneur at such a young age.
Together with their love for fashion, Amany & Reem saw an opportunity to bring their experience together by helping women feel beautiful in clothing they can afford. So, they set out to explore the world together to seek more knowledge and network. In their travels, they were successful in finding unique designs, test samples, and, more importantly, the right suppliers to partner with.
THE BUSINESS
Sisters Amany & Reem founded My Secret Wardrobe in Sydney in 2015, starting with 12 gowns. Over the years, MSW maintained great relationships with suppliers to perfect products & designs and brought in many beautiful gowns available to hire at an affordable price.
Amany & Reem continued to educate themselves over the years through study in Creative Fashion Design & Styling, which pushed the two sisters to begin custom making nationally in Australia for clients.