Juliette Swildens was born in the world of fashion: she was raised with Bonpoint, the brand created by her family. She decides then to choose fashion as her own career by studying in Bercot studio and then working as a press relationships manager at Lolita Lempicka for nearly 8 years. Fastly becoming Lolita Lempicka personnal assistant; she decides after this fulfilling experience to launch her own brand.

She creates in 2006 Swildens and draws a lot of inspiration from her United States travels. That is what means the XXX under the logo: crosses under the signature at the end of a letter, meaning "kisses". We see a lot of flower power and rock universe, mixed with an american college side.