Belle Sauvage was launched end 2008 by designers Virginia Ferreira and Chris Neuman. The Belle Sauvage philosophy is to combine avant-garde silhouettes with original signature prints and the brand vision embodies a complete picture of the modern, sophisticated, yet very feminine woman. Every Belle Sauvage dress is a statement piece and the contemporary shapes embrace the distinctiveness of the prints and enhance the woman’s individual personality. The company also established a diffusion line ‘Leopard’ in April 2008 in response to a contracted concession in Top Shop. Their black label called Vicious East by Belle Sauvage is exclusively sold in Japan and China. The label achieved considerable media interest initially with extensive celebrity endorsement from known names such as Katy Perry, Kelly Osborne, Lady Gaga, Fergie, Sugababes, VV Brown, The Ting Tings and Juliette Lewis. They define their market as: High end Design boutiques and concept stores. But also some department stores in Asia. Through their diffusion line Leopard by Belle Sauvage and the mainline Belle Sauvage, their market covers forward thinking individuals.