When we decided to pursue our Mindful Fashion Plan, we knew what we wanted to achieve and why. We wanted to do fashion better, but in a way that would honour the important role fashion and style plays. We wanted to ensure we have a positive impact on the world. We wanted to be the change we seek in a way that aligned with our values.

But, we first needed to understand the problems of unsustainable and unethical fast fashion practices in more detail. What we learnt blew our mind. It made us question everything. It gave us clarity around how we could translate our personal mission in a way that made sense for what we stand for.

We were lucky to sit down and chat with two fashion sustainability experts about how the world as a whole can do fashion better, and how, in turn, Stella Phoenix could do the same.

What is fast fashion?

Nina Gbor, an award-winning advocate, stylist and public speaker is famous for coining the term “get off the trendmill” to describe the process of emancipating yourself from the shackles of fast fashion. She helps clients become their own “personal style icons” (L O V E) by not only styling and shopping preloved, but good quality new pieces too. 

“Fast fashion is a business model that uses a lot of environmentally damaging short cuts, unfair wages, and other social injustices, to make clothing very cheap,” Nina explained. “We’re buying more clothes than ever before, wearing them fewer times, repairing them less and throwing them away sooner.”

She went on to explain that the industry is responsible for about 10% of climate change, which doesn’t sound like much does it? Oh, only 10%. Nina pointed out it’s actually 1.7 billion (BILLION) tonnes of carbon emissions in a single year. Not to mention the health effects that some of the chemicals used have on our bodies through skin absorption.

How did the rise of fast fashion occur? 

Nina said that once upon a time clothes were made to last, and to suit the four seasons of the year. 

“Now brands have over a hundred cycles, where new trends are launched into retail stores every few days,” She said. “In general, we no longer see clothing as a way to live and express our personal style. It’s become impersonal and, in many cases, mindless consumption without conscious thought.”

Priscila Martinez from A Fine Circle shares similar sentiments to Nina, explaining that fast fashion is responsible for deforestation, ocean micro-plastics and other pollution from chemical dyes. A Fine Circle is an ethical fashion wholesaler that stocks new pieces from sustainable brands and promotes what they describe as a “circular community” of shopping pre-loved.

“Nowadays people buy a lot more clothes, yet use them a lot less,” Priscilla said. “As consumers, we don’t value the work that has been put into producing our garments. We have gotten used to buying ‘cheap’ without realising the real cost.”

As with many things, it seems like a supply and demand issue, with Priscila explaining that people can be addicted to fast fashion which contributes to the issues we see.

Solving this problem seems like such an enormous task, we could understand if you just wanted to hit the cross and go and distract yourself with something else instead of trying to work out what to do next. But, Priscila had a really great philosophy of progress, not perfection – for both consumers and brands.

 “I feel that it’s important that everyone realises that their own consumer behaviour impacts on the environment and on our society. Every single person, every single step/action, no matter how small, counts.”

What we took away from that in our quest was, the key is to just start somewhere. 

How can we ensure we are consuming more thoughtfully and ethically?

“Apparel should be good quality, durable and long lasting. When used in this way, clothing can be an empowering tool for confidence, growth and self-expression,” Nina said.

She recommended that shoppers forget trends altogether and instead “go for pieces that align with their individuality, lifestyle and self-expression” focusing on pieces that look great but are also practical.

Nina uses what she calls “a personal style formula” which encompasses body shape, colour palette and personality to help you become a style icon in your own right.

Priscila recommended looking for brands who are transparent about how their clothes are made, including researching smaller and medium sized brands. Yes, this may take a little more time, but the payoff is worth it in the long run because where we put our dollars directly contributes to outcomes. That $10 t-shirt might just seem like one t-shirt in an ocean of t-shirts, but it’s a powerful choice.

Both Nina and Priscila recommend buying less, choosing well and making it last longer with a focus on comfort and style.

Priscila had another important recommendation in line with mindful consumption. 

“Although I stand for buying more sustainable brands, let’s not dump the clothes we have in our closets just because they are made by fast fashion companies. Let’s use them, and reuse them, maybe mend them or alter them. And if you can’t wear them anymore, donate them.”

We couldn’t agree more!

Thanks for your interest in shopping our brand! We look forward to helping you find your perfect piece.

We’ve compiled this list of Frequently Asked Questions to answer some of the most common questions we’re asked. If your question isn’t listed here, or you have any further questions, please don’t hesitate to contact us via [email protected]

1. The item I want is sold out, when will you be re-stocking?

Stella Phoenix pieces are rare, unique and limited in their designs, fabrics and fittings used. They therefore are not re-made or re-stocked after they are sold out. This is one of the reasons why our customers love to shop us so much – because our pieces are special.

It makes us sad when customers miss out, but there are easy things you can do to avoid disappointment. For example:

1. We recommend registering your lovely self onto our pre-order list, and adding our email address to your safe sender list so you don’t miss out on new drops

• Check in on our socials regularly for product updates

• If you see a piece you love, order it straight away

And if you super, super L O V E it, order it in bigger sizes so that when your little love outgrows it, you’ve got the next size up. One of the main issues our customers express to us is their daughter outgrew her favourite piece… And it’s sold out. Thinking ahead will help to avoid this!

• How can I collaborate with Stella Phoenix?

Stella Phoenix loves collaborating with others and has worked with many talented businesses, individuals and celebrities over our time. We receive a high volume of collaboration requests and therefore have strict guidelines and policies about who our ideal collaborator is.

Stella Phoenix strongly believes in connection and referral by genuine customers who love our brand and pieces. This is because they understand the whole customer experience, from ordering, to the pieces themselves, to our follow-on customer care.

We are also very generous, and love supporting fellow complimentary brands and businesses, so don’t be afraid to reach out and chat about how we can work together.

If you’d like to find out more information about collaborations or apply please email us at [email protected]

• How do I pre-order a piece?

From 2020 onwards, Stella Phoenix is accepting orders from customers and stockists on pre-order. This is due to our Mindful Fashion Plan commitment to being ethical, sustainable and innovative for a better future. This means that there will be limited opportunities to buy our pieces.

To register on our pre-order list, head up to the navigation bar and click on “Register to Pre-order.”

Being on our pre-order list does not mean you are obliged to shop a piece. But, if you’re not on the list, you will miss out on shopping.

• How long will it take to receive my order?

Please check out our Purchasing and Returns Info page for more information on shipping.

Unfortunately, COVID-19 has caused shipping delays to most destinations due to reduced flights and increased government processes at the border. To avoid disappointment, please ensure you plan ahead and order as soon as a drop lands.

In terms of the pre-order window, customers will have a 1 week window to make their pre-order. It will take us approximately 8 weeks to manufacture the pieces. They will then be quality controlled and sent out via an expedited service.

This timeline may vary from time to time, especially with COVID-19. Delays may occur due to issues with sourcing supplies or COVID-19 outbreaks. If any delays do occur, we will update customers accordingly.

If you have questions about how long it will take to receive your order, please contact us before ordering as we are happy to help.

• I’m a retailer who would like to wholesale Stella Phoenix product. Can we work on a dropship arrangement?

Stella Phoenix will happily work with wholesalers on drop ship arrangements whereby we hold the product and send directly to the customer upon order via your website.

We love drop ship as it reduces the carbon footprint associated with shipping product back and forth which aligns with our values on ethics and sustainability.

We do, however, require payment upfront for the pieces before we will agree to hold them and ship on your behalf. Please contact us via [email protected] for more information on how we can work together.

• Does Stella Phoenix run sales?

No. However, we generously reward our loyal customers with special gifts and prices to say thank you for shopping with us. We may, from time to time, choose to sell samples and seconds at special prices too.

We have Afterpay and Sezzle at the check-out for those who would like to use payment plans. Use of these payment providers is subject to their terms and conditions.

Please note that any third-party website or platform advertising discount codes for Stella Phoenix are not authorised by us, nor will be honoured.

We’ve all heard the story about the tortoise and the hare. The hare being the overconfident and complacent fast runner and the tortoise slowly, surely, thoughtfully beating him at the race. It’s a storyline that repeats itself throughout the fabric of our lives. We often hear about how our focus on quantity and instant gratification erodes the meaning in our lives and leaves us burnout and dissatisfied. And yet, over and over again we see this same scenario play out in different ways. 

You might be mistaken for thinking this fashion article is some sort of life coaching blog but ultimately our choices speak volumes about us, including at the check out. And that’s not necessarily a bad thing, but it does give us a moment of pause to reflect on what, and how, we are consuming. This isn’t a push for anti-consumerism, because it definitely isn’t. It’s a push for thoughtful consumerism. Shopping is fun, fashion is fun and we want to keep it that way, but we can’t deny that shopping will look different into the future… Especially at Stella Phoenix.

2020 has been a year of… How can we accurately describe… What the actual bleep? That’s probably the most polite way we could sum up the pandemic that has swept the globe and changed life as we know it. People have heartbreakingly lost their lives, their loved ones, their jobs, their sense of selves, and there have been many, many questions. While we are slowly adjusting to this new normal, we are also grieving what we have lost. Things that were never things have suddenly become things – for example, a recent one we’ve grappled with is, how do we conduct a photoshoot without being physically near each other – one that will survive a COVID-19 outbreak? A photoshoot might seem like a minor challenge to face, however without a photoshoot, we can’t get product to market. If we can’t get product to market, that has the potential to impact our team and their livelihoods. Very quickly something that we once took for granted as another step in the process becomes increasingly critical. Instead of lamenting about these challenges, we’ve instead seen the bright side – a chance to reimagine the way we do everything.

We’ve heard stories and read articles about the collapse of the fashion industry in the face of COVID-19 – and we’ve also started hearing about fashion brands evolving for survival. The funny thing about this is, the things that people commonly assumed were our weaknesses as a brand 12 months ago, have turned out to be our strengths. Someone once said to us, “you must release a new collection every 6 months.” There was something about this that didn’t land for us. Because rather than rush out more more more, we wanted to create less, but better. We wanted to honour the design process, invest in product development and create exceptional pieces that were right for our customers instead.  “People will never wait for it. Customers want everything now, now, now. They’ll go somewhere else,” we were warned.

But, so far, the opposite has been true. While our customers love shopping and are wowed and excited by new things (and have also messaged us laughing about their “dress shopping withdrawals” which we L O V E), they have also demonstrated that they are prepared to wait for those breathtaking pieces. Because, there’s an old adage that time and time again proves to be true – things worth having are worth the time and commitment, the investment, the wait. It makes the prize that much sweeter, in so many more ways than one. After all, patience is about endurance.

But with less weddings, and holidays and events and going out during COVID-19, who would be in the market for sparkly, glamorous outfits?

A customer said to us recently, “amazing heirloom clothing is right up there with magical family holidays.” And in a climate where many around the globe aren’t able to enjoy their special pieces while on holiday, they’re instead creating magical moments at home. Moments that their little ones will always treasure, regardless of the isolation – because kids will Princess anywhere that takes their fancy regardless of the ‘rules.’ It’s that kind of live in the moment mentality that is rather profound in the current climate. What we wear affects our mood, our sense of identity, how we express ourselves in the world. Being at home doesn’t have to mean living in sloppy Joe’s. Comfort doesn’t have to negate style.

If we said we aren’t a little nervous about doing fashion differently, we would be lying. In fact, anyone trying anything new for the first time will reasonably feel the same. But, to be honest, that’s how we know we’re onto something big. Because if we weren’t nervous, we frankly wouldn’t be aiming high enough. And, all we can do is try our best while we roll out our new pre-order model: learn, test, adjust.

We’re forever grateful for our loyal customers and the way they value the process we go through to create those perfect, magical pieces for their little ones to enjoy, no matter what’s going on in the outside world. They are here for the unforgettable fashion, and what we stand for. Another customer said to us last week, “Stella Phoenix is more than a label.” It’s that kind of feedback that lights us up and reminds us that our mission is bigger than us. After all, we’re not here to sell you outfits. We’re here to help you find your perfect piece/s for your special moments. There’s a distinct difference.

What kind of fitness tests do our pieces have to go through before the designs are approved?

Really, they have to run a gruelling marathon in design terms and we make no apologies for our high standards.

You see, at Stella Phoenix, we’re not looking for the cheapest, easiest option. We’re not trying to find any old fabric we can slap on a coat hanger and sell for maximum profit without a single care in the world what happens for you after you’ve taken it home. Nope. We are, instead, customer-centric. What does that mean? Allow us to explain, but with the preface that it’s awesome news for YOU.

Our new Fashion Designer, Laura, started about a month ago and has been doing an amazing job at designing our new collection (side note: we know a lot of you are absolutely dying and having Stella withdrawals waiting for more info on this. We will tell you more soon, our pretties! Soon!) Last week she made an interesting comment that stopped us in our tracks. Not because we’d never considered it before, but because it’s so normal for us now, we forgot how special it is (for a brief moment). She said: “It’s so nice designing for a brand who cares about what’s right for the customer.”

She is, of course, referring to the painstakingly technical Stella Phoenix design process. Many hours, months, discussions, drawings, contemplations, tests take place throughout our design process to make sure that the outfits are as perfect as we can make them – for you.

Our designs are underpinned by a philosophy of being clever, yet simple. Special, yet practical. If it’s too hard to wear, to tie, to love, to care for, to interchange, to clean we’re not interested in it. We’ve had playsuits survive cake smashes and blue make up mishaps, we’ve had dresses survive the beach and we’ve had t-shirts go through 50+ washes and come out looking perfect on the other side (extra level sparkle included). There are times that the team has been drowning in fabric swatches hunting for that perfect unicorn fabric. While nothing is indestructible, if you care for your Stella, it’s made to last.

Here’s some examples of the kinds of tests we put the outfits through:

• The twirl test: we’ve mentioned this before, but yes, all our dresses and skirts go through a twirl test to make sure the twirl is magical. We take it very seriously at Stella HQ!

• The scratch test: during fabric selection, we put swatches through a scratch test and any that fail this test are rejected

• The wear test: when our models try the outfits on, what is their first reaction? Do they love it, or hate it? If they start skipping, twirling and dancing about, we know we have a winner. Each piece must be nothing short of magical for the wearer!

• The comfort test: how comfortable is the item to wear? How does it feel against little, soft skin? How easy is it to adjust and interchange? It may seem like the functionality of our outfits are effortless – and they are. But, the process to get them there? Very technical, with the combined genius of many minds.

• The practicality test: what little functions can we add to outfits to make them easy for parents? For example, all of our playsuits have snap clips up to a size 5 because no one wants to get stuck trying to untie a playsuit during a toilet emergency. We consider questions like, how does it go zooming down a slide? What about a sandpit or climbing a tree?

• The wow test: if a sample arrives and it doesn’t make us ‘WOW’? It’s a no go.

And after this is all finished and we receive the outfits themselves? They go through two separate quality control checks, that can take up to an hour per piece.

We realise this all seems like a lot of work for us, and it is. But, more work for us means less work, and more fun, for you. To us, the many emails we get describing our outfits as “perfection”, the stories we hear about little girls refusing to take their Stella off, and all the gorgeous adventures they have in it, are absolutely priceless. Hearing that customers are packing our outfits away in treasure boxes as family heirlooms fill our heart with gladness. Being customer-centric means caring about the customer most, and this is why our customers keep coming back to us. Refusing to waiver on this standard means customers have come to trust we’re here to look after them.

We’ve been talking recently about changes we have made prior to COVID-19 as part of our Mindful Fashion Plan and what they mean for you.

Some of those changes are to our manufacturing model which means that the way you shop Stella will change. Further to all of our pieces being Australian made from 2020, we are now:

1. Manufacturing based on pre-orders. This means that customers will be able to pre-order the pieces they love. We already have a list of VIP customers who will have first opportunity to see and purchase from our new collection before it goes public and we’ll release more info on how you can pre-order in the near future too!
   
2. Instead of manufacturing one or two big collections each year, we’ll be releasing pieces in ‘drops’ per quarter. Opportunities to buy will be limited which means our keepsake pieces will remain exclusive and rare, just the way you love them!

Combined with the efforts and progress we’ve already made on mindful fashion, these two changes will enable us to be even more sustainable, ethical, mindful, innovative and agile to create a better future. And yes, this means learning a new way of shopping with us, but we are in this together. We’re here to help you and to make it the most effortless and magical experience we can.

As always we will listen, learn, test and adjust as we go along.

Love it? Give us a 🙌 in the comments.