Life’s too short to save your dreams or the outfit for later.
Don’t Tell Dad was born from a dream that founder Victoria had always wanted to make a reality, but never had the confidence to do. To create her own fashion brand. Filled with clothes that make women feel confident, they're excited to wear and more than anything, make them feel completely unapologetically themselves.
But sometimes, life has a funny way of reminding you not to wait.
After being diagnosed with breast cancer last year, Victoria found herself looking at life a little differently. If there's one thing a diagnosis is very good at, it's editing your to-do list.
It was a pretty big reminder that life is short, tomorrow isn’t guaranteed, and there’s really no perfect time to chase the things you’ve always wanted to do. Turns out "life's too short" isn't just a saying, it's a business model.
So she decided it was now or never to follow that dream.
Don’t Tell Dad is the result.
Welcome to the rule-breakers club. Don’t Tell Dad is a female fashion brand built for the moments you live loud, dress bold, and refuse to apologize for your look. Whether it’s an outfit that pushes the boundary, or a statement look made for midnight plans—we design clothes for the energy of doing what you want anyway.
Created for women with no interest in blending into the background. We’re here for the girls who love colour, dressing up, making an entrance. For women who know exactly who they are and what they want in life and aren't asking permission to get it.
Our pieces are designed to make you feel good, look good and have a little fun with fashion, whether you're heading out for “just one drink”, booking the holiday, dancing until sunrise or simply wanting to feel amazing on a Tuesday.
Because we believe getting dressed should never feel boring.
It should feel exciting. A little bit cheeky. And very, very you.
From the Founder
Don’t Tell Dad is more than a clothing brand. It’s a reminder to wear the dress, book the holiday, order that second cocktail and stop waiting for the right time.
Because sometimes, now is the right time.
Welcome to Don’t Tell Dad.
Life's too short. Make memories. Take the trip. Wear the outfit. Don't Tell Dad.
