Melbourne-based creative events company, The Ideas Library created a summer-inspired launch event for fashion label Tom Boi in early December, hosting fashion media, bloggers and social media influencers.

The event saw approximately 80 guests gather at South Yarra’s The Flamingo venue to celebrate the newly established brand’s first clothing line and launch its promotional video reel.

Tom Boi models kept guests talking about this new product specifically designed for women seeking something a little less frilly and a little more comfortable.

Launched by a self-confessed ‘tomboy’ herself, owner Clarita Farrugia says the brand evolved out of frustration at the fashion industry’s gender specific clothing. The label has kicked off with an underwear line in what was traditionally ‘boys’ cuts, boxer style and briefs, before it eventually expands into a wider range casual wear, office wear and accessories.

Clotheslines were strung around the venue showcasing the Tom Boi range with little notes pinned up encouraging guests to touch and feel.

“I can’t believe the support I get from everyone I talk to about what I am doing, Ms Farrugia, said.

“Tom-Boi is all about empowering women to be who they want to be, dress how they want to dress and not to do anything just because someone else thinks they should.”

The Ideas Library is a boutique communications and event company offering a range of creative services to help bring your brightest ideas to life. Founded by event duo Gwen O’Toole and Megan Luscombe, The Ideas Library manages a wide range of events and festivals around Australia.

For more information contact The Ideas Library on 03 9995 2804 or visit


Guests gathered at South Yarra’s The Flamingo


A tangible event experience…


Fashion label Tom Boi launches