Named after a 1967 episode of Get Smart, Wheels & Dollbaby, has evolved from its initial roots of iconic Australian flagship boutique, to an international cult brand that indulges rock luxury, decadence of luxurious fabrics against playful construction. Designer Melanie Greensmith was born in the United Kingdom to a cricketer father and showgirl mother, inspiring the theatrics behind the label's aesthetic.
Greensmith opened her first boutique in 1987 on a very bohemian Crown street in Sydney when her first customer Michael Jackson bestowed the "Outfitters To The Stars" trademark onto the label. Greensmith's partner Mark McEntee of The Divinyls has also remained a source rock-n-roll inspiration to the luxury label.
In 2006, Greensmith exploded onto the international scene with cult-famous model Kate Moss and her glamour squad the "Mosse Posse" being seen at UK's Glastonbury festival wearing the controversially playful "Fuck Off I'm With The Band" tank top. Since then, the label has formed a worldwide celebrity following with clients including Katy Perry, Courtney Love, Blondie, Jerry Hall, Georgia May Jagger, Chrissie Hynde, Hailey Baldwin, Holly Madison, Margaret Cho, Britney Spears, Amy Winehouse, Slash, Kelly Osbourne, Scarlett Johansson, and Nicole Richie. The label has also indulged in collaborations with iconic personalities Dita Von Teese, Ellen Von Unwerth and Pearl & Daisy Lowe.
Wheels & Dollbaby is consistently featured in French, Italian, UK and Australian Vogue, UK & Australian Grazia, Harpers Bazaar, Vanity Fair and Elle Magazine to name a few.
The Label remains independently owned and Australian made, as Greensmith continues to be closely involved with the label as creative director and head designer, ensuring that her vision of timeless aesthetics enable the longevity of the Wheels & Dollbaby lifestyle.