Reimagining street chic activewear that shapes your body and powers your life with timeless style, fluid colours and low maintenance textiles. 

MSF is designed by the strong, active Australian mother of three, Jade Williams. She knows all too well the challenges of modern life, balancing the need to be stylish while still functional. Sophisticated, while still elegant. 

Inspired by the desire to instill strength, confidence and commitment not only into her own daughters , but young woman around the globe. 

Her goal is to address the gap between practical activewear and leisurewear that could translate from home to street chic effortlessly.  
To seamlessly hug your curves and contour your shape with luxury comfort. To empower other women to feel comfortable in their own skin - no matter what shape, size or colour.  

With a focus on flattering, supportive design, the brand is cultivating an inclusive community where effortless style is accessible to everybody… moving with your life from busy mornings, to active afternoons and late evenings. 

MSF… It’s for the modern woman. The passionate woman. The confident woman.