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BEHIND THE LABEL

Jerika Masque has worked for the likes of such Australian royalty as Lisa Ho, but it wasn't until she became a mum to two girls when the fashion designer noticed a gap in the market.

"I always loved dressing up Amber and Riley, but I realised there wan't much out there in terms of high-end fashion for little girls that was fashion forward," she says. "So I thought well I've got all of this experience, why don't I start creating the pieces my girl would love to wear?"

With a career spanning more than 15 years in the fashion industry, Jerika cut her teeth in accessories, before moving into pattern-making, and eventually the role of production manager.

The Sydney local launched a successful women's fashion line a decade go, but has since discovered her passion lies in children's wear.

Unhinged is a fusion between art and fashion. Bold prints contrast against feminine patterns.

Intricate detailing, sophisticated tailoring and French Seams gives each piece a truly luxe feel.

"I want the piece to grow with Unhinged Girl. That's why each piece has adjustable straps, and can be worn multiple ways. Tops can become skirts, and there are no zips. Each piece is adaptable and can be transformed into something magical - a keepsake quality."

Jerika's debut line is the culmination of her love of fashion, the skills she's learnt during her expansive career, and a celebration of her greatest achievement of all; her family.

"Unhinged is about my life, and above all - my girls," Jerika says.

"Through all the craziness and uncertainty that motherhood can bring, becoming "Unhinged" is an absolute joy and wonderment. This is for my family and a representation of my life and love for them."