Who We Are…

Conceptualised in 2021, at Scarlet Destiny, we're disruptors who believe in challenging the status quo of the fashion industry. Business as usual simply isn't an option for us. Disillusioned by the industry's overproduction, excessive consumption, and wasteful practices, we're committed to a radical rethink. From conceptualisation to sharing information, sourcing, and production, we're rethinking every aspect of the fashion system..

Founder and creator of Scarlet Destiny, Vivienne Austin, believes it is important the fashion industry moves forward and collaborates with new emerging technologies, such as virtual and augmented reality. From engineers creating new and innovative materials with modern machinery, or clothing that is only available in the virtual world, Scarlet Destiny recognises this as the future of the fashion industry. 

Consider us, at Scarlet Destiny as committed to bringing you the news and research you don’t have time or means to look up in your own time. We're your industry insiders. Staying ahead of the curve in fashion means staying informed. We deliver the latest news, groundbreaking research, and cutting-edge material technologies straight to you. From our blog to our social media, we're your go-to source for industry insights.

Our vision extends beyond fleeting trends. We're committed to crafting timeless pieces that enhance your wardrobe without harming the planet. By meticulously sourcing the finest leathers and collaborating with skilled artisans, we're creating a collection of exceptional quality. These are investments, not impulses – designed to be cherished for years to come.

The Story Behind Scarlet Destiny

The story behind the name, Scarlet Destiny, is an engrossing one. The following is the inspiration behind our brand, as told by the founder and creator, Vivienne Austin.

“It was the heady days of the early 90s when I found myself moving to NYC having left my then dream place to live on Ocean Drive in South Beach, Miami. I had always wanted to live near the ocean and the opportunity came once I split up with my long term partner in the UK to go to the US for the first time with one of my besties (sadly deceased) Robert Louis Stephenson. We arrived in Orlando to stay with his family for a few days and then moved down to South Beach as part of our holiday, where we connected with all the fabulous fashion people that congregated there. 

I was beside myself when I first discovered Miami; absolutely fell in love with Ocean Drive and all the downtrodden fabulous art deco buildings. It was in our hotel room one night when I was pacing the room that I decided I wanted to move there. I subsequently found an International fashion school and as luck would have it the president’s daughter lived in London. Nine months later I moved there.

The early 90s was a pivotal moment for South Beach. As magazines like The Face began featuring the area, it transitioned from a sleepy, retiree haven to a global fashion hotspot. Despite its burgeoning reputation, the city retained a raw, authentic charm with its rundown hotels and local bodegas. This unique blend attracted fashion photographers and brands seeking affordable, sunny locations for their shoots. As a result, a thriving modelling industry emerged, with agencies like Next, Elite, and Wilhelmina setting up shop to capitalise on the growing scene.

The plan when I left London to live in South Beach was to continue my brand under my own namesake. At the time there were only two fashion shops in SB, one was owned by the fabulous Gapu Suri and Kevin Kelly called Untitled who still have a store in NYC the other was a small independent.

Within weeks of settling into South Beach, rumours of a billionaire's ambitious development plans swirled around the neighbourhood. This mysterious mogul was said to be transforming the area with a diverse portfolio of ventures, from nightclubs and art galleries to upscale dining and luxury living.

Fate intervened when I found myself assisting on a set design for Norman Gosney, a legendary figure in the nightlife scene ( also famously known to have resided in the English Cottage and garden above the Chelsea Hotel for 25 years). It was there that I crossed paths with Thomas Kramer,'s  financial director. Impressed by my work, Kramer extended an invitation to showcase my portfolio on his private island, Star Island, where I would meet him and his wife, Catherine Burda, heiress to a renowned German publishing dynasty. 

My friend and I were invited to join Thomas Kramer's ambitious vision. We were tasked with developing a retail space on Ocean Drive called "Made in Heaven", adjacent to his planned nightclub, "Hell." This exciting venture would serve as a springboard for a nationwide expansion later. We worked from a private island… Star Island is famous for the wealthy residents it attracts, past and present, many of which are celebrities, movie stars, and the elite from the business world, sports stars, artists, and entertainers. These headliners include Gloria Estefan, Madonna, Don Johnson, Thalia, Sean “P” Diddy Combs, Sylvester Stallone, Lenny Kravitz, Will Smith, Rosie O’Donnell, and Shaquille O’Neal.

My time in South Beach was fleeting. Unfortunately, the retail venture we envisioned, "Made in Heaven," never materialised due to unforeseen business changes. Soon after, a rather unconventional opportunity arose: delivering an ambulance to New York City. It was time for a new adventure.

New York City was the next stop on my adventure. With connections made in Miami, I landed in Soho with a temporary base thanks to a friend who'd worked at Interview magazine. The vibrant energy of the neighbourhood, with its trendy boutiques just a stone's throw away, was intoxicating.

Soon after, I reunited with Billy Thompson, a former Miami acquaintance who would become my roommate in Alphabet City. Billy was a promoter extraordinaire, having worked with celebrities and with iconic venues like The Tunnel, Club USA, The Supper Club, and Café Tabac.

One of my favourites was Café Tabac which was frequented by the trinity of supermodels at the time including Claudia Schiffer, Linda Evangelista, Christy Turlington, Naomi Campbell as well as Leonardo di Caprio, Madonna, Goldie, Bruce Weber and George Wayne the commentator of the time to name a few.

Having brainstormed the idea of developing a new business with a friend Elmaz Huseyin (sadly also deceased) at Tabac I had decided that I needed to evoke the past whilst embracing the future, so I looked at famous actresses from a bygone era such as Marilyn Monroe, Scarlet O’Hara/Vivien Leigh, Lauren Bacall, Ursula Andress and Brigitte Bardot.

I eventually settled on Scarlet as it symbolises courage, compassion, force, joy and a fiery nature but this needed to be melded with the future so destiny seemed perfect. So was the birth of the name Scarlet Destiny.”

• Vivienne Austin

This is just the beginning of the Scarlet Destiny journey. We're excited to share the process with you every step of the way. From sustainable materials to behind-the-scenes glimpses and styling tips, join us on our blog and social media for weekly updates. Let's build the ultimate wardrobe together!