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Our Story

400 Co. seeks to push the boundaries of "what is corporate" by ensuring that women bring their own personal style to the workplace through flattering fits and fine fabrications

A space for savvy women who demand quality at the click of their perfectly polished fingers.

Inspired by the 400 fashion elite that were selectively chosen by Mrs Astor, self crowned queen of New York, to attend her annual ball, 400 Co. is dedicated to providing fashion forward Australian women with stylish corporate clothing.

We believe it's what is on the inside that counts and our designs reflect this.  From our lush linings to our pearl buttons, our pieces are all hand tailor made with love to ensure that our clients receive the finest quality finishings. 

We take our experience in the corporate world and create looks that provide women with the outfit they need to brighten their day and make what would otherwise be “another day at the office”, something exceptional. Our pieces are designed so that busy women can transition seamlessly from work to weekend.

400 Co. is constantly on the pulse and expanding its horizons, just like our clients.  Join us on our quest to rule the world – in stilettos, with a martini in hand, of course!

400 Co. Timeline

Our story starts more than a decade ago when CEO and Lawyer, Laura Chong, decided there must be more to wear to work. Here's how we have evolved:


Launch day

While working as a full time lawyer, Laura launched 400 Co's first collection at her firm's office.



Melbourne Pop Up Shop

400 Co. love spread across Australia. With the label taking off, Laura scaled back her legal career to open a number of pop up stores. One of her faves was spending a few months in Melbourne meeting some of our beautiful shoppers down south.



Flagship store opens

Right next door to Gucci, we opened 400 Co's flagship store. It was so lovely to spend Fridays with our customers sipping champagne as they shopped. Since the street was redeveloped and we have moved online only, we love catching up with our clients for design consults via Zoom and in our Windsor showroom.



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