WILLOW debuted in 2003 at Mercedes-Benz Australian Fashion Week and premiered at London Fashion Week in 2004 with British Vogue declaring: "The collection was both beautiful and varied enough to convince her fans that she is a talent set to last." The following year, WILLOW was selected as one of ten brands to have a fully sponsored Runway show during New York Fashion Week. In 2007, to further enhance her skill of draping, Creative Director, Kit Willow worked with a Master of draping in Paris.
Kit Willow is fascinated by juxtapositions that have become signature to her tailoring, silk drapery and corsetry. WILLOW has developed a cult following and is recognised for the consistency in inspiring design and quality of garment finish.
Now, from London to the Middle East, Asia to New York and back home to Sydney, today WILLOW is a global business with the collections sold in every corner of the world including Harvey Nichols worldwide. The brand is well represented online internationally through net-a-porter.com, and shopbop.com. In 2008, the first WILLOW flagship store opened in Sydney, home to Kit's design studio. Today, WILLOW has five boutiques and five David Jones concessions across Australia. WILLOW will launch an e-commerce site in the second half of 2012.
Women of WILLOW include Florence Welch, Olivia Palmero, Eva Mendes, Poppy Delevigne, Nicole Kidman, Abby Lee Kershaw to name a few.