Most of you have spoken to me before however, do not know I am the founder of Basics Department. I thought it was about time to introduce myself.

Hello again, I'm Dana Nguyen Edmunds. Basics Department came about 4 years ago after realising how much money I was spending on clothes I would wear either once or never. Also added in the daily, “I have nothing to wear” conundrum. Since the launch in July 2016, I got a dog, my first born called Cadbury, and made 2 humans, Florence ‘Ren’ and Ford. My life is beyond busy. My kids' schedules are forever changing and I need to pivot to suit their needs without compromising my professional life (my sanity).

The one thing I try to keep consistent at Basics Department besides curating quality edits of classics is the customer service. We are always trying to improve the user experience. Your feedback does not go astray. We do listen, we do take on board your feedback and we try our best to make it happen.

We frequently receive feedback to have more ‘non model’ models in the clothes. After deliberating on this for a long period of time, I decided to lead by example (afterall, I started this for me and for others with the same frustration) and model the clothes myself - all 8 months postpartum and 157cm/ 5'2" short of me.

Real talk, modelling in swimwear was the hardest. Like most, I am my own worst critic - the non existent thigh gap, bulges on the sides, ab separation, the stretchies, faint appearance of back rolls and lack of bust area (post breastfeeding has not been kind). The list goes on.

Without further ado, I hope you will love the classic pieces I have carefully curated to fit into your everyday life. Buy less, buy better.

I would love to hear from you. Feel free to drop me a line via email, or through my personal account @danaedmunds_

See you around.


1. Wynn Hamlyn Rib Cotton T-Shirt, Adam Selman x Le Specs The Coupe Sunglasses 2. Matteau Plunge Maillot 3. Wynn Hamlyn Double Breasted Blazer, Georgia Alice Oxford Shirt, GREY Jason Wu Check Slim Pants

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