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The brand quickly became known for it’s distinctive use of viscose fabrics which when garment dyed develop a unique vintage finish that is machine washable. The Design Museum in London once described the introduction of the Ghost dress a ‘quiet revolution’ and ‘a key moment in the history of fashion’. By the 90’s Ghost was showing at New York fashion week with Kate Moss and Naomi Campbell modelling the hugely popular collections. Today Ghost retain the urban, bohemian feel the brand is famous for. Head Designer Sameera Azeem is leading the creative direction of collections that are known for the feminine aesthetic, the ethereal fabrics and the clinging garments created with a dye-to-order process.