How Best Friends Built a Fashion Empire Loved By DJ Tigerlily & Natalie Roser: One Fell Swoop

How best friends and college students built a celebrity-beloved fashion empire – as they reveal the best-selling dress they recut each year

  • Daniel James Waite Romanin and Nikolina Ergic are the owners of One Fell Swoop
  • The couple met while studying fashion and are based in Perth, Western Australia.
  • They launched their label in 2005 and have enjoyed tremendous success in recent years.
  • They recut their Philly dress in different colors every year because it’s popular
  • Their website traffic explodes every time Aussie celebrities wear their clothes










The creative forces behind one of Australia’s hottest fashion brands have revealed which of their best-selling dresses is recut in new colors every season – and what happens when well-known celebrities wear their styles.

Daniel James Waite Romanin and Nikolina Ergic, both in their mid-30s, started One Fell Swoop in February 2005 after meeting while studying at a fashion college.

“It was clear from the start, with our European origins, our enthusiasm and our work ethic, that we would either be fierce competitors or inspiring allies. Fortunately, we fell into the latter and became creatively closely related, ”Daniel told Daily Mail Australia.

The creative forces behind one of Australia’s most in-demand fashion brands have revealed which of their best-selling dresses is recut in new colors each season.

Daniel James Waite Romanin and Nikolina Ergic (pictured), both in their mid-30s, started One Fell Swoop in February 2005 after meeting while studying at a fashion college.

Daniel James Waite Romanin and Nikolina Ergic (pictured), both in their mid-30s, started One Fell Swoop in February 2005 after meeting while studying at a fashion college.

Nathalie Roser

Tilly Jac Smith

After graduating from college, the couple rented a cottage in Perth, Western Australia, and began distributing their graduate collections in more accessible forms.

After graduating from college, the couple rented a cottage in Perth, Western Australia, and began distributing their graduate collections in more accessible forms.

“From the start, we were dedicated to our design practice and were made locally,” he said.

“Each piece is draped over a mannequin; our shapes enhance the shape of the body and accentuate the fabric.

“Our creations are about technique and handling, not about traditional design, in line with trends, nor fast fashion for the masses to consume. Our ideas are as true today as they were when we started.

The brand has had great success selling draped midi dresses, especially the 'Philly Dress' (pictured), which is recut in new tones every year.

The brand has had great success selling draped midi dresses, especially the ‘Philly Dress’ (pictured), which is recut in new tones every year.

One Fell Swoop clothing is designed to be timeless, easy-to-wear keepsakes, with many becoming bridesmaid dresses or featured in other personal and essential events.

This year the brand will focus on its international expansion with more work on building its American and European profile.

One Fell Swoop clothing is designed to be timeless, easy-to-wear keepsakes, with many becoming bridesmaid dresses or featured in other personal and essential events.

One Fell Swoop clothing is designed to be timeless, easy-to-wear keepsakes, with many becoming bridesmaid dresses or featured in other personal and essential events.

The brand has had great success selling draped midi dresses, especially the ‘Philly Dress’, which is recut in new tones every year.

“This is our longest and best-selling style that we have been selling since 2016 and it has also been picked up by the Western Australian Museum for its Innovative and Creativity Progress gallery,” Daniel said.

Their outfits have caught the attention of a number of Australian celebrities, including DJ Tigerlily and Natalie Roser, as well as international makeup conglomerate and new mom Desi Perkins.

Nathalie Roser

DJ Tigerlily

Their outfits have caught the attention of a number of Aussie celebrities including DJ Tigerlily (right) and Natalie Roser (left)

“We’ve had quite a few girls over the past two months, in Australia and overseas, who have worn our designs. As soon as they post, we see immediate traffic and sales to our website, ”Daniel said.

“After DJ Tigerlilly wore the Gaia Maxi to Fern, we saw sales increase by 30%. We had a long waitlist once Nat Roser carried the Kiki Mini to Fern, with 20 immediate orders and hundreds of requests per day, on the back of his post.

“The Shell Stripe Rapid Wrap Top and Shell Stripe Paris Pant Desi Perkins was wearing sold out within minutes and we’re releasing the styles again in early February. Our sales increased 60% that day.

“The Shell Stripe Rapid Wrap Top and Shell Stripe Paris Pant Desi Perkins was wearing sold out within minutes and we're releasing the styles again in early February.  Our sales increased 60% that day, ”said Daniel

“The Shell Stripe Rapid Wrap Top and Shell Stripe Paris Pant Desi Perkins was wearing sold out within minutes and we’re releasing the styles again in early February. Our sales increased 60% that day, ”said Daniel

“We also get a lot of requests from high profile celebrities to dress as a bridesmaid, so it’s great to see them connect with our designs on such an important day.”

This year the brand will focus on its international expansion with more work on building its American and European profile.

“We want to continue to reach more celebrities around the world with our designs and finding new local retailers nationwide will also be essential, especially now that travel has opened up across the country,” Daniel said.


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