Amongst the urban landscape of Surry Hills on the rooftop of the iconic Paramount Building, the skye’s were blue and the Mode Sportif white flags were flying to welcome Sydney’s most influential to the launch of Deborah Symond’s online store that is gearing itself to take on the International online giants.

Deborah Symond: Founder of Mode Sportif

Deborah Symond wants to fly the flag for Australia to take her unqiue concept to the world – that concept being the first Luxury online leisurwear store to shop your complete off-duty look. It is about mixing the 2 dress codes of  “Leisurewear/Weekendwear” & “Activewear” and sourcing and curating this edit from the most desirable luxury brands in the world.

Front shot

Guests were greeted by handsome men dressed in there Sportif whites and Mode Sportif visors with trays of luckyyou cold pressed juices and pimms and where guests enjoyed on the rooftop the Lux cafe salad bar, a perfect representation of the ethos of Mode Sportif, incorporating lifestyle, health and well being. 3 model installations we created around the rooftop, a gym bar set up, a soccer pitch and a tennis umpires chair saw 9 models placed within the installation to create a very editorial like set up. The  “moment” of the event was  when models were lined up in front of the Mode Sportif bespoke gym wall so guests were able to visually and capture the “off-duty” style of the website before Deborah introduced the website to her guests.

John Symond was at the event, beaming with pride, watching his daughter adopt the same determination & drive to take her concept to Australia and to conquer the International market with her website


Other guests who were in  attendance at the official launch event today included Amber Keating (John Symond’s partner) Stephen Symond, Josh Goot, Kelly Landry, Geoff & Sara Huegill,  Natasha Oakley & Devin Brugman, Terry Biviano, Josh Goot, Sarah Jane Clarke, Rebecca Vallance, Nadi Hasandedic (partner of Neville Crichton), Stephanie Conley, Barbara Coombes, Adrianna Weiss (interior designer), Karin Upton Baker, Naomi Parry, Alina Barlow (owner of  Sydney FC)  to name a few guests.