In 2004 Denis & Frances launched the label INSIDEOUT, dedicated to the new digital printing techniques of Monochromatic Surreal Things, Trompe l’oeil. As the collections developed, they moved away from Silkscreen printing and the customisation ethos. Exploring new printing concepts and techniques that had not yet been fully utilised in the fashion industry. They created collections reminiscent of the early Surrealism of fashion designer Elsa Schiaparelli, mixed with London Glamour and Punk of the 1970s. Creating digital prints of vintage badges, punk-inspired loose-knit mohair sweaters, deconstructed shirts, distressed cable knitwear, decaying t-shirts, and laddered chiffon. Finding inspiration from these vintage elements and their imperfections, always with a surreal twist.
By 2010 they were achieving international success with their Trompe l’oeil designs, Winning the premium ‘Young Designers Award’ in Berlin, The Fendi 'Best Innovative Textile Designer’ award in Milan. Showing internationally, in London, Paris, New York and Tokyo selling to key stores and boutiques worldwide: Selfridges, Liberty, Harvey Nichols, Colette, Le Bon Marche, Luisa Via Roma, Lane Crawford, Isetan, Beams, Bloomingdales, Barneys. to name a few. Collaborating with the V&A,’ Surreal Things Exhibition’2007, and ‘Club to Catwalk’ 2013
In 2014 Frances and Denis were now looking towards new creative challenges. From the beginning, Sarah Andelman had supported the brand and stocked it seasonally in Colette. In 2014 they had an exhibition at the Colette store in Paris. Showing their surreal artworks and an exclusive surreal silk t-shirt collection.