March 18, 2025
6 min read
A desire to create a modern uniform that is functional and purposeful for all women was the driving force that led Foemina’s founders to pursue their creative dreams.
We were lucky enough to catch up with Bec and Holly from Foemina in between their busy work and mum schedule’s to chat about all things fashion, juggling work/home life and sustainability goals for the brand moving forward.
Can you tell us a little bit more about your journey to Foemina and what inspired you to create a brand that is focused on purposeful femininity.
Bec: When Holly and I began creating Foemina, it was a pivotal moment in both of our careers. As long-time friends, we found ourselves at crossroads, each with an unresolved passion to work in fashion. Holly had left a successful fashion career in Sydney to move to the country, and I was a dentist yearning to explore my creative side. With young children and a shared passion, the timing felt perfect to make a change and pursue our dreams.
Holly: We were motivated to prioritise our happiness and desire to create, aiming to set an empowering example for our daughters and other women around us. Together, we honed in on our vision until we arrived at a neat capsule edit, incorporating luxurious fabrics such as tropical wool and organic cotton poplin. We were inspired to address the need for modern functional dressing at a time when utility ruled the wardrobe. Our desire was always to create future-forward fashion with a minimalist aesthetic, where longevity was key.
What currently inspires you?
Bec: We find inspiration in so many ways: what we have been reading, listening to, art we have seen or places we have been. Inspiration and information is so easily accessible and ideas are constantly being delivered to us via our mentors, our factory, our suppliers, our agents and our customers. We are lucky enough to have an incredible team who teach us on a daily basis.
Holly: We are definitely inspired the most by our customer. She is connected to and loves to explore life. There are no barriers to her adventures, travel, business and personal discovery. She is the “all in” modern woman.
How would you encourage women to express their identity with confidence through fashion?
Bec: I would first emphasize the importance of understanding that fashion is a personal journey, not a set of rules to follow. Fashion is constantly evolving, and so are women, so their style should also evolve with them. Confidence comes from embracing what feels authentic to you, so we encourage women to trust their instincts and wear what makes them feel good, rather than simply following trends.
Holly: I would suggest experimenting with styles, colours and silhouettes that resonate with you and make you feel empowered. Fashion should be about self-expression so don’t be afraid to challenge conventional norms. Ultimately, fashion can become a powerful tool for women to express themselves and celebrate their individuality.
What are your thoughts on fashion trends and standards? Do you think standards are becoming more inclusive and realistic?
Bec: Fashion trends and standards have always been a reflection of cultural moments, however often come with the pressure to conform. This can sometimes create unrealistic expectations, especially when it comes to body image. Over time, we've seen a shift in the way trends are approached with less emphasis on "one-size-fits-all" and more focus on personal style. The idea of trends is evolving, with more emphasis on sustainability and individuality, allowing people to curate a wardrobe that resonates with them.
Holly: In terms of inclusivity, I do think fashion standards are becoming more realistic and representative of a broader range of people. There's been a growing recognition that beauty and style come in all shapes, sizes, colours, and backgrounds. Many brands and designers are now creating collections that celebrate diversity, which is encouraging and ultimately makes fashion a more empowering tool for everyone.
Are there any significant moments that you’ve been proud of in your work or personal life that you can share with us?
Holly: One of the most significant moments we’ve been incredibly proud of is seeing our designs stocked in world-renowned department stores like Harvey Nichols, Neiman Marcus, and David Jones. It’s such an honour to have our pieces featured alongside other prestigious brands, and it really affirms the hard work and dedication we’ve put into our designs.
Bec: Other moments for us have been seeing women we’ve admired for years, like Brittany Bathgate and Jasmine Dowling, wearing our creations. It’s truly surreal to see our designs on such inspirational figures, and it’s a reminder of the impact fashion can have in the lives of others. These milestones have been incredibly fulfilling, both professionally and personally.
What do you enjoy doing on your time away from work?
Holly: I love taking care of my garden and growing my own seasonal fruit and vegetables. I adore cooking for my family and friends, so including ingredients that I have grown myself makes the meal feel extra special. During the warmer months, my family and I spend our weekends water skiing. It’s something I learnt to do as a child, so it’s very rewarding to be able to teach my three daughters to do the same.
Bec: I love spending quality time with my husband and two daughters - it’s my favourite way to unwind and make lasting memories. We’ve always made travel a priority, bringing our children along from the very beginning, even when they were babies. Whether it was a road trip or a flight to another country, they’ve been part of every adventure. As they’ve grown, we’ve watched them develop an appreciation for the different cultures they’ve encountered, which in turn has blossomed into a deep curiosity and respect for the world around them.
How do you stay healthy and balanced whilst juggling a business?
Bec: Setting work boundaries can be a challenge, however we’ve found that creating structure and sticking to a routine that prioritizes our well-being is key. We always make time for regular exercise as it gives us the energy to tackle the day. We also try to have moments of relaxation, whether that’s through reading, meditating, or simply unplugging from work.
Holly: Striking that balance takes time and is definitely a continuous journey. Another vital aspect is maintaining a strong support system, both personally and professionally. We have amazing family and trusted colleagues that we can talk to when things get overwhelming. Being business partners and longtime friends, we are also able to embrace collaboration, and through teamwork ensure we don’t lose sight of the bigger picture and stay focused on what truly matters.
What advice would you give to young women who aspire to work in the fashion industry?
Bec: The fashion industry is competitive and constantly evolving, so it’s crucial to stay adaptable and continuously learn, while also being patient and resilient as you navigate the ups and downs. Whether you’re interested in design, marketing, styling, or any other aspect of fashion, gaining hands-on experience is invaluable. Never underestimate the power of individuality and authenticity as embracing what makes you different can often lead to the most innovative and impactful work.
Holly: Mentorship is also incredibly important - finding someone who can guide you, share their experiences, and offer constructive feedback can be invaluable as you develop your own style and approach. Above all, remember that success in fashion, like any creative field, takes time, so focus on the process, keep improving, and don't be afraid to take risks.
What’s next for Foemina?
Bec: Moving forward, we are dedicated to integrating more sustainable practices into every aspect of our design and production processes. There is so much to learn and embrace in this space and it is important to us to see where we can implement more ethical and sustainable strategies into our business.
Holly: This includes sourcing more eco-friendly materials, working with suppliers who share our values, and making our production processes more transparent, so our customers can feel confident in the sustainability of each piece they purchase. As Foemina continues to grow, we are excited to collaborate with like-minded partners and inspire our customers to make more sustainable fashion choices, ensuring that our brand contributes positively to the environment for years to come.
Rebecca & Holly
Founders, Foemina
https://www.instagram.com/foemina__?igsh=bG92YzB1YjhyYjV2
