Who started it? Riller & Fount was launched in 2007 by Los Angeles-based friends Susie Crippen and Marlena Ruiz. Crippen started her fashion career as a Hollywood stylist and was also one of the founders of hip denim label JBrand, in 2005. Ruiz is a former restaurateur. The pair wanted to create a versatile line of dresses that women could wear frequently while still cultivating an air of variety. The line has been spotted on celebrities such as Halle Berry and Rachel Bilson. Why we love it: women are always on the lookout for modern basics that have a feminine edge and Riller & Fount fits the bill with its stylish jersey separates at affordable prices. The styles are easy- to-wear and flattering thanks to simple and clever detailing, and can go from day to night. Crippen refers to them as 'blank slates', which women can dress up with accessories. The current collection includes tanks, boyfriend tees, tunics, mini dresses and draped dresses and tops. The colour palette includes neutral shades of black, grey, nude and white. What we'd pick: the one-shoulder Fiona dress (left; US$150) with a kimono sleeve is sexy for a night out. The long and loose Tiller tank top (above; US$94) has an unusual double-strap detail. Where can you get it? Riller & Fount is available at www.revolveclothing.com and www.shopbop.com . Both ship for free to Hong Kong.