Australian singer and presenter, Dannii Minogue, admits that she started her fashion line with friend Tabitha Somerset Webb because she always felt that other designers were missing crucial aspects in their clothing collections. 

Speaking to Grazia magazine, she explained that traditional dresses aren't flattering to arms and she identified this gap in the market and came out with her own range called Project D:

"I have worn dresses in the glare of public scrutiny. I know how a great dress needs to work. I want to know, for example, what is it with designers and sleeves? Why is it so hard to buy a dress that flatters your arms?"

She added that feeling comfortable is integral to promoting self-confidence and felt that her first public outing with Project D helped her post-baby figure to look its best despite her feelings of insecurity:

"The first time I wore Project D on the show I was so nervous. It was the Jingle dress - fitted, knee-length, full skirt - very 'Mad Men'. I'd only just had a baby and had completely changed shape. I felt so insecure."

Watch Minogue's business partner talk about the range here: