Here's a behind-the-scenes look around Showpo's HQ in Sydney and how they shoot their Insta-famous photos

Showpo (L) founder Jane Lu in action at the Sydney office during a shoot. Photo: Sarah Kimmorley.

Showpo is one of hottest online retailers on Australia’s startup scene right now.

Founder Jane Lu launched the business in 2010, aged just 24.

She started the online store in secret, too scared to tell her parents she had dropped out of a cadetship with KPMG.

This year, Showpo hit a run rate of $30 million.

Known for its instantly recognisable fashion imagery across social platforms, the Sydney office reflects the same style and flamboyancy.

We recently caught up with Lu to discuss how she built the powerhouse digital brand, and to have a look around the office. Here’s what Showpo’s headquarters on Bathurst Street looks like.

Here's the first look of the office as you enter through the elevator. Racks of clothes line greet you in the narrow hallway

Sarah Kimmorley

Edging past the clothes and stepping over boxes, this is the waiting room or foyer, if you will

Sarah Kimmorley

Polaroids of past shoots and staff are stuck on the wall for all to see

Sarah Kimmorley

Up the stairs and into the office, the first room you see on your left is Lu's. She is the 'greeter'

Sarah Kimmorley

Parallel to her office is one of the teams under the Showpo brand. The office itself has been converted from a penthouse apartment, as you can tell from the window pane

Sarah Kimmorley

A guiding mission is plastered on the wall

Sarah Kimmorley

Continuing on down the hallway is the customer happiness team

Sarah Kimmorley

It's this employee's birthday -- here's how they celebrate

Sarah Kimmorley

Taking calls, answering emails and questions posted on their social media accounts is a big part of why Showpo has been successful

Sarah Kimmorley

More employees collaborating and working hard

Sarah Kimmorley

An inspiration wall

Sarah Kimmorley

And it continues...

Sarah Kimmorley

Here's the kitchen and a storage area for hanging clothes. The after-work drinks options look pretty sparkly!

Sarah Kimmorley

Have you ever seen a more epic schedule?

Sarah Kimmorley

Shoe envy

Sarah Kimmorley

More clothes

Sarah Kimmorley

And tucked away in the back of the office is the DEV team.

Sarah Kimmorley

Now for the action. This is this studio. The face and life of the brand

Sarah Kimmorley

It's go stations

Sarah Kimmorley

Multiple models are working at a time and photos are taken for both the site and social accounts. There's Lu on the right!

Sarah Kimmorley

Lu watches on, giving direction where she sees fit

Sarah Kimmorley

She's involved at all levels of the business

Sarah Kimmorley

The team checks to see if they got the shot. Here's the equipment they use

Sarah Kimmorley

Lu wants to change the tempo. She plays 'Jeep Beats' from Spotify

Sarah Kimmorley

See some favourites? Drake makes the cut

Sarah Kimmorley

This is Lu's business partner Alex Durkin (L), she's Showpo's general manager and Lu's right hand woman

Sarah Kimmorley

The pair are the perfect team because Durkin 'puts her foot down', while Lu flits from one task to the next

Sarah Kimmorley

Here's a look around the studio. You may recognise this beautifully staged bed

Sarah Kimmorley

Next to it is more accessories than you can shake a stick at

Sarah Kimmorley

Clothes are drapped in chairs...

Sarah Kimmorley

And hanging on racks

Sarah Kimmorley

Imelda, eat your heart out

Sarah Kimmorley

And here's where the models change between shoots

Sarah Kimmorley

This is the rooftop balcony which extends off the studio

Sarah Kimmorley

It's hard to believe there is this much free space in the city, let alone such a sunny one!

Sarah Kimmorley

The view's not bad either

Sarah Kimmorley

Beyond the large deck is an extension of the rooftop, which is also used as a shoot location

Sarah Kimmorley

Say 'Showpo!'

Sarah Kimmorley

NOW READ: INSIDE SHOWPO’S MARKETING MACHINE: How Jane Lu built a powerhouse digital brand

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