After ten years of building a globally inspired fashion collection, ‘In Your Dreams’ assessed the need to rename and reposition the brand for entry into the international marketplace. Inspired by themes of alchemy, the name was reflective of how the organisation developed its products and the continuing exploration of new manufacturing techniques, coupled with imagination, to transform distinct fabrics into fashionable garments. In turn, the garments also changed their original characteristics to a new aesthetic when worn. The positioning line ‘Transforming cultures, Transforming styles’ reflected the international manufacturing and sourcing of fabric and the blurring of cultural boundaries that enables a unique fashion style.