How to throw a star-studded party
THEY'VE thrown VVVIP parties attended by Rihanna, Kylie Jenner and Leonardo DiCaprio, including one held in an aeroplane hanger.
Welcome to the world of Melbourne streetwear label, Nana Judy.
The clothing brand - which began in a garage in Kensington - is known for androgynous designs, monochrome tones and famous fans.
"I started the brand when I was 19. We launched big really fast," said Nana Judy founder Glenn Coleman.
Nana Judy invests seriously big bucks into events held at Splendour in the Grass, Coachella, US nightclub group 1OAK, and For The Love - a boutique, day-long music and lifestyle event on in Melbourne today.
So what makes a party top-notch?
Coleman, back Down Under after a recent trip to Los Angeles, New York and Las Vegas (where Nana Judy presented at Liberty Fairs trade show), should know.
"Obviously good artists ... the second one is free alcohol. And the people," Coleman said.
Founded in 2006 as a contemporary premium streetwear brand, Nana Judy expanded into women's wear after starting off with designs for the boys.
Nana Judy has its sights set on America, with an office on Melrose Ave in West Hollywood, a showroom in the Big Apple, and plans to open a stand-alone store in Los Angeles' fashion district (US stockists already include mega-department store, Bloomingdales).
"We do lots of premium fabrics and details. The celebrities that wear it ... we're organic and cool and people can see that. There's a culture behind us," Coleman told News Corp Australia.
So how do you get professional party girl Rihanna to turn up to your event?
"We invited her! A lot of artists wear our clothes, they're aware of it. They sort of roll in the same places," Coleman said.
"We were in a booth with her - she was there for like a couple of hours, I think.
"We have the foundations for a great party ... we had this airport hanger and built a stage."
For The Love features Hayden James, Thomas Jack, Dom Dolla, London Topaz, Lastlings and Piero.