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Take a glimpse into the busy and fascinating life that designer and founder, Laura Chong from 400 Co. leads as she plunges into the corporate market with her latest collection, "Where The Wild Things Are".

Take a glimpse into the busy and fascinating life that designer and founder, Laura Chong from 400 Co. leads as she plunges into the corporate market with her latest collection, "Where The Wild Things Are".

We caught up with Brisbane-based designer, Laura Chong from 400 Co., who takes us through her day - from a cheeky sleep-in through to her creative lightbulb moments at 3am.  

But first, we have a few questions around her new collection that has launched for Spring/Summer 2017.


Can you tell us about the inspiration behind your new collection, ‘Where The Wild Things Are’?

LC: Our new collection is inspired by wild flowers and how they grow in the wilderness. I think there is something special about how something so beautiful and feminine can flourish amongst a rugged landscape. We equate wild flowers at 400 Co. with women in the workplace and think of this collection as a reminder to our customers that they can still be feminine and soft whilst climbing that rocky corporate ladder!

Which style seems to be the cult classic that your customers seem to love season after season?

LC: It would be a tie between our Cami Blouses as they look so femme and silky but still stay tucked into that pencil skirt; and also our Peplum Suits, which we have brought out in our new season collection in a bold teal!

What's your most favourite thing about being a fashion designer?

LC: Seeing my designs come to life when women put them on and hearing how it makes them feel that they can conquer the world. That’s when fashion becomes a state of mind and is power!

Take a glimpse into the busy and fascinating life that designer and founder, Laura Chong from 400 Co. leads as she plunges into the corporate market with her latest collection, "Where The Wild Things Are".

What’s next for you and 400 Co.?

LC: We are loving our new Briefcase concept that has just launched online. It’s all about custom designs made to fit the corporate woman perfectly. It’s great for busy women who don’t have time to shop as we will design their whole work wardrobe just for them and have it made to measure, just from them filling out a 2 minute online quiz!


Timeline: A Day In The Life Of Laura Chong from 400 Co.

8am: Alarm off and shower – yes I’m a late riser as I do my best designs at 3am!

9am-12pm: Legal consulting to a team of lawyers in the city.

12pm: Put on my 400 Co. hat and attend client design/fitting appointments around the city or in their homes.

1pm: Lunch meetings and catch ups with my amazing 400 Co. team.

2pm: Business admin or marketing meetings – the stuff that makes 400 Co. function!

Take a glimpse into the busy and fascinating life that designer and founder, Laura Chong from 400 Co. leads as she plunges into the corporate market with her latest collection, "Where The Wild Things Are".

4pm: Quick walk with Raffy my cavoodle puppy.

5pm: Social media time, where I share our day on @400co and post to our story.

6pm: Pre-Dinner – because by this point I’m starving and most likely have only eaten chocolate!

7pm: Planning events and other big picture things for 400 Co, like fashion shows and pop up shops.

8pm: Real dinner with my partner Matt.

9pm: Life admin, we are building our house and planning a wedding at the moment so things are crazy!

10pm-3am: Design time kicks in any time from now until 3am as the inspiration hits – love this time!

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