Simple Chic is part of the far-reaching movement which recognises the untenable trajectory of the global apparel industry.
This dire global tipping point has been brought about by the overuse of finite resources, the under protection of garment workers and the overwhelming weight placed on a brand’s bottom-line.
We recognise the need to implement a systemic, ethically-sound and sustainably-focussed business model which combats throw-away culture, shines a light, and solves for women’s individual clothing needs.
We believe in the principles of a circular economy and celebrate provenance, transparency and traceability across our supply chain, to hero the natural resources, fibre producers and artisan makers of women’s clothing.
Successful businesses of the future, we believe, will be those who adopt a triple-bottom-line accounting framework. Evaluating their performance and creating greater business value by accounting for their social, environmental and financial results.
Simple Chic is a modern-day service melding timeless tradition with digital innovation to enable a more local and considered approach to women’s clothing.
We celebrate women’s diversity, their unique silhouettes and we recognise women have different and varied clothing needs and style preferences throughout their life journey.
Through our eCommerce platform we aim to elevate the visibility of all women and liberate them from today’s clothing constraints: finite and irrelevant sizes, censuring trends and styles, synthetic materials, unsustainable and opaque supply chains.
By seamlessly connecting women with communities of talented Women-Led Designers and Makers, we enable personalisation and customisation of women’s clothing on demand based on each women's needs and preferences. Dare we say a Customer-Centric or Customer-First business approach, something which is outside the realm of today's global fashion industry.
From clothing alterations, repairs, and redesigns of existing clothing to custom made pieces made to order on demand. We are here to help women on their journey to a more conscious wardrobe of clothing.
We believe personalised and circular fashion creates eternally loved clothing and is an investment in women’s self-care and wellness.
Coming Full Circle to Launch Simple Chic Women
My parents for the first 30 years of their life (first five years of my life), and multiple generations before them, were farmers from Southern Europe - living what some of us today aspire to achieve - a more sustainable lifestyle.
I came from generations of very talented and skilled female artisans and garment makers. Women who knew how to grow natural fibres; spin wool into yarn; knit; crochet and embroider; as well as create fabrics by weaving fibres on a loom. Skills and knowledge which were handed down from one generation to the next.
Past generations of women in our family were also clothing designers, knowing how to create and cut a pattern and skilfully sew a garment for personal fit and style. They valued and took pride in what they made and wore. Each garment lovely cared for and mended overtime to extend its life as long as possible.
Over the last 25 years, professionally, I have had the opportunity and privilege to lead marketing, product and digital transformation for multi-national brands both locally in Australia and across international regions.
This melding of my cultural heritage and professional experience has led, inspired and given me the courage to bring Simple Chic to life - a more empowering, female-centric and conscious approach to women's clothing. Good for people, our planet and future generations.
My very best, Mira x
Photos of Family Heirlooms: three pieces of fine needle work embroidery by three generations of women (myself, my mother and grandmother). Freshly picked flowers, in particular roses, from our family garden continue to be fond memories of nature's beauty in our home. Bottom right corner is a loved photo of mum and I - our clothing was designed and hand made by my mother Maria.
To create an inclusive, equitable and regenerative world of enduring fashion where women and our planet flourish to their full potential.
Build a holistic Circular Clothing System which is, restorative & regenerative, and creates positive social, environmental and economic impact.
Inspire, educate & enable women to easily access custom clothing services & natural fabrics to fulfil their physical, wellness & self-esteem needs.
Elevate local Women-Led Designers and Makers of women's clothing by increasing their visibility, economic opportunities and enduring growth.
Respect | Inclusion | Community | Circularity | Innovation | Transparency