Bold and carefree, Daisy Says is the latest South Australian fashion brand to make its way to Rundle Street.

A new flagship store opened on the boutique precinct on Saturday, 18th June, marking a huge rise for the business that started with humble beginnings in Robe.

Creative Director, Rayna Hooper, says, “The world-class fit out will make the store a destination in itself. The amazing layout has been achieved in collaboration with our building partners; Project Meraki and Black Rabbit Architecture + Interiors.

The footprint of the store includes a dreamy stairway to the ceiling, custom-made light fittings, hand-crafted mirrors, and a suspended daisy installation for the quintessential Instagram moment.

Creating the Daisy Says world would be nothing without a touch of quirkiness, aiming to offer several photo opportunities for the selfie-obsessed in every part of the store. A soft, curvy, elegant feminine concept using tactile materials, as well as a signature daisy scent, will immerse shoppers in the Daisy Says experience.

“The Daisy Says look features earthy and neutral hues, and with the new store the brand is here to be seen as adding to the appeal of Rundle Street as a retail destination,” says Rayna.

Born under parent lifestyle label, The Holiday Collective, Daisy Says is inspired in name and nature by the daughter of Rayna Hooper.

“She helped me to create an ethos across Daisy Says that the clothes we design are fun, and those who wear them are wanting to make a statement,” says Rayna. “It’s about backing your own style and having a viewpoint on life as well as fashion – having something to say that’s worth listening to.”

“We are extremely excited to bring our collections to Adelaide in a bricks and mortar store,” says Rayna.

There are four Daisy Says collections each year, one for each season. The first to feature will be ‘Girlboss, The Winter ‘22 Collection,’ featuring 63 styles in different fabrications, colour ways and bespoke prints.

Aimed at females aged 18 to 35, items range from just $49 to $199. As an elevated offering with a value price point appealing to a younger market, Rayna says this will be their point of difference to their many counterparts along Rundle Street.

Daisy Says was launched in 2018 under The Holiday Collective and has established its presence in boutiques and online stores in Australia, New Zealand, and the USA.

The Holiday Collective are the creative minds and design team behind beloved brands The Shanty Corporation, Brave+True, Talisman and Holiday.