29 December 2023

2023 Review: A Note From Lucy Henry-Hicks


To each and every single one of our beautiful customers.

It’s been a big, bold, and transformational year for the brand, and we are grateful to have shared it with you.

Thank you for your on-going support and for choosing us. You did more than just buy our clothes. You stood beside us, believed in us, and contributed to the things we're passionate about. You were part of a movement to shape a community that cares for others (with the added bonus of looking good while doing it).

With your help, this year we donated more than $662,000 to organizations that align with our values such as Thread Together, Suited To Success, the Pride Creative Grant, the Children's Hospital Foundation, Autism Australia, and other charities through financial and stock donations. 

We also proudly welcomed two Encorers with The Encoreship program and launched our industry-leading Paid Parental Leave Program. We think that calls for a round of applause.

But you wouldn't believe it, that's not all we did. 

We took a trip to the Big Apple in May to open a showroom in Soho's iconic Mercer Hotel, much to the delight of the New Yorkers we invited to come in and play. 

The following month, we flew across the country to Los Angeles, where we hosted an intimate dinner at San Vincente Bungalows to celebrate connection, creativity, and collaboration over a beautiful menu (and a wine or two). From there, we hung a curated edit of pieces for the month of July in LA boutique, Teller, making it our first store presence outside of Australia.

New York City street

We also announced not one, but two Encoreship placements - a first since its inception three years ago. Giving financial independence through finding employment is something we pride ourselves on being able to help others with, and we just couldn't resist Hayley and Irina's heartfelt applications. Truth be told, nothing makes what we do matter more. 

The Encoreship

During Pride Month, we ran an Australian-wide initiative, The Pride Scholarship, to contribute $10,000 towards the tuition of one LGBTQIA+ creative fashion student. The response was, frankly, overwhelming. There were so many incredibly talented applicants, which made it almost impossible to choose just one winner. All fingers and toes are crossed that more eager talent apply in 2024.

July was the start of many trips to Sydney for the team, who flew down to attend an intimate event hosted by Thread Together (an organisation we are proud to work with) at their Central Clothing Hub. You wouldn't believe the confidence a new outfit and some positive encouragement can bring.

In September, we took the helm of the Akiri Sailing Boat in the Sydney Harbour for our latest (and arguably greatest) campaign to date: Cruise. The design team truly outdid themselves, and those who were on the ground styling and capturing it all are some of the most creative talents around. We are so lucky to work with such passionate individuals. 

Cruise Campaign

We also opened our first Sydney store on the shores of Bondi Beach. Our biggest store to date and one we're unbelievably proud of. Apologies to those who've patiently waited in line to come inside. If you haven't yet, you should check her out - she's a real beauty. 

Bondi Store

November was one for the books. Shanina Shaik was back from LA, and we sprang into action. A last minute scramble that came to life better than we could have ever imagined, it's more than fair to say the juice was worth the squeeze. It was an honour to capture the breathtaking Aussie model, mother, and business woman in our clothes. What a campaign. What a woman. What an amazing opportunity. 

Shanina Shaik campaign

Finally, never before have our values been more integral to our day-to-day, and in 2023, we introduced our industry leading Paid Parental Leave Program. As a brand by women for women, we felt as a business it was necessary to take change in closing the gap on inequality for our counterparts in the workplace. The cause was clear as day: to enable (and more importantly), normalise taking time out to care for a child and supporting parents through every stage of the journey. It's an initiative that we care about deeply, and we hope that in doing so, we've inspired other brands, businesses, and industry leaders to follow our lead.

Looking back on the year, it's been a damn big one. To the year that was, we raise a glass!

Thank you for being part of it all, we can't wait to show you what 2024 has in store.  

Love, Lucy
and the team x

Lucy Henry-Hicks
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