FASHION BOUNDARY: THE E-BOUTIQUE, BRAND AND MOVEMENT.

FASHION BOUNDARY

WHO ARE THEY AND WHAT THEY’RE ALL ABOUT.

Fashion Boundary is a place that unites independent designer labels under one roof to showcase their unique pieces from around the globe. We’re tired of seeing trends come and go and constantly keeping up with ‘what’s in’. That’s why we’ve ditched contending with fast fashion and decided to focus on good quality, wearable and timeless pieces. On Fashion Boundary, you will find a curated collection of clothing, handbags, shoes and jewellery from a variety of brands, both small niche labels and bigger, popular designers. Overall, we advocate slow, stylish and sustainable fashion.

It’s easy to get lost in the numbers, however, the most important players in our business are the designers. The aim is to create Fashion Boundary to be a digital marketplace for independent labels to be introduced to the global market, and our global customers can buy from through our independent sales channels.

When we research new brands we’re looking for quality products. We ask ourselves, would our customer wear it? Is it in her price range? It is new and exciting? Has it been sustainably produced? Where is it made? Each brand is considered, researched and discussed whether it aligns with our values.

As an online business, who launched in late 2018, we understand how hard is it to cut through the noise in the online fashion sector. The idea was for Fashion Boundary to be a collective of brands who support each other. We decided to include our Brand Stories and Designer Talks to further encourage customers to know who they’re purchasing from. To understand the person behind the brand, and storytelling behind their products. That is the soul of each brand.

At Fashion Boundary we truly believe in having respect for your garments. In doing so the best way for one to do that is to have knowledge about the brand they’re interested in supporting. Our Brand Stories aim to tell those stories; how the brand was originated, who is the founder, where are the products made, how they are made etc. Our Designer Talks are slightly more personal. They are a set of interview questions from a head designer or founder of the featured brand.

@paola_cossentino

Fashion Boundary Capsule Collection

Fashion Boundary Label launched in 2019 with a capsule collection in collaboration with one of our featured brands, Thou Art. We had always liked the idea of starting a small in-house collection on Fashion Boundary however the option to collaborate with a designer sounded exciting and different. We liked the idea of creating a ‘capsule’ collection as a careful selection of pieces that would become essentials in your wardrobe. The aim was not to take over your entire cupboard but more to add particular pieces you know you can count on and easily pair with your old favourites. These pieces were designed to become part of your everyday rotation of items you can rely on and love.

Pure Mirror was co-designed with the head designer of Thou Art. Our vision was to create delicate, streamline, high-quality garments for the new generation of independent women.

This collection was designed for the girl who is independent, contemporary and confident. She doesn’t want to wear what everybody else is, yet still wants to look stylish amongst her peers. The Fashion Boundary girl doesn’t need to follow trends, as trends come and go so fast. She cares deeply about the creation and design of each piece and the story behind the designer and brand. She is also environmentally conscious and wants to support brands with the same ideology.

This collection is an important milestone for Fashion Boundary as it marks the beginning of Fashion Boundary label, an ongoing project which collaborates with designers from around the world. Each collection will offer something new, however, it will still include a Fashion Boundary touch. It was important for the first collection to pay homage to Australia as it is where Fashion Boundary began. We would like to continue to tell a story through the clothing pieces and offer a new perspective in design, functionality and sustainability.

We've always been avid readers of Australian Vogue at Fashion Boundary. The 2019 December issue celebrated 60 Years of Australian Vogue. This collectors edition was a special one for us as Fashion Boundary had an opportunity to announce our new capsule collection, Pure Mirror.

Fashion Boundary Label

We are currently in the process of building on our own brand, Fashion Boundary Label. Our new website is under construction and we’re incredibly excited to show our customers what we’ve been working on.

Fashion Boundary Label plans to be a commercial brand with a series of collections including our capsule collections which will be on the mid-high range. Our next collection will begin with 25 styles and continue from there in the future. This collection has been designed by our in-house design team inspired by architecture, interiors, art, nature and travel. Fashion Boundary Label will have its own website, identity and branding separate to Fashion Boundary e-boutique. 

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