Foemina: New Aussie fashion label ooozes ease & style
Foemina – the latin word for woman – was born from a desire to create a modern uniform, reflective of our founders Rebecca and Holly’s love of creativity grounded in function, infused with a purposeful femininity.
The ‘all-in’ woman is you, your mother, your sister, your friend, your colleague, the woman whose style you love.
Masculine and feminine, pragmatic and empathetic, the Foemina vision reflects a foundational approach to dressing and explores the idea of forming a modern utilitarian dress code for the contemporary minimalist.
“Re-born”, Foemina’s SS21 collection coincides with the launch of their new name and channels their new vision of modern dressing. Dresses that explore a modern take on volume, with cascading tiers and gathered shoulders are complemented by minimalist separates which feature architectural details and drive the more masculine uniform’esque impression.
Offered in smooth paper touch cotton poplin their playful and energetic blood orange represents health and vitality while the grounding and natural Moss stands for balance and is the symbolic colour of rebirth.
Foemina is committed to being socially and environmentally responsible from fabric selection, atelier partnerships through to packaging and carbon offsetting. Foemina embraces slow fashion and through careful design and considered construction, each piece is made to stand the test of time. They truly believe less is more and by offering a capsule collection of versatile, refined and timeless pieces, Foemina transcends seasons and trends.
“We are conscious of our environmental impacts so our processes are constantly evolving. A large part of our business is to involve and support our local industry by working with small businesses to complete sampling and manage our marketing within Australia. All of our garments are made using 100% cotton, a zero waste and responsible fabric.”
Foemina, launched originally as Passenger in early 2020 by Holly Chandler and Rebecca McKenzie, grew rapidly in popularity during the pandemic via an unexpected positive response from the regional Australian wholesale market by addressing the need for modern functional dressing at a time when utility ruled the wardrobe. Under a name change in 2021 Foemina now re-launches to its full vision. Enlisting a world class creative team to assist them in developing the brand and collection Rebecca and Holly have a vision to take Foemina to their woman globally.