Letter from Our Founder 2022

Looking back on the year that was, we are deeply humbled by what we've accomplished, where we fell short, and the profound lessons we've learned. We are forever grateful for your support and patience during what has been another challenging chapter in our story.

In hindsight, all of the detours and roadblocks have led us to exactly where we're meant to be. Every setback we've encountered has only strengthened our commitment to our vision, and we arrive at the end of this long road with renewed confidence and greater wisdom as we approach the re-launch of Petite Femme in 2023.

This year, we learned that Australian manufacturers do not have the capabilities to achieve the high-end finish that we require for our garments. After five attempts at local manufacturing, we moved our production offshore in order to bring you the high quality wardrobe you deserve and have been eagerly waiting for. This pivot in our journey opened up a new world of possibilities: a higher level of workmanship, new colour ways and a broader range of products, such as knitwear.

As we restarted our manufacturing journey, we took an intentional pause, spending time away from social media to reflect on the legacy we wanted to sow. Together, we are challenging the norms within a trillion-dollar industry and building something that has never been created before—something much bigger than a fashion label. In meeting this assignment, we recognise that we might not have all the answers, but this unknowing is a potent reminder of the endless possibilities available to us.

In 2023, we’re re-imagining our notions of success. Instead of measuring results and pursuing outcomes, we’re cultivating and honouring courage, creativity and contribution. We're healing our relationships with ourselves, with each other and with the planet, because we know that we can only be as successful as the people and the world around us. We’re trusting deeply in our intuition, and making choices for our brand that feel inspiring, enlivening and nourishing above all.

We're taking all of these lessons and intentions into the New Year knowing only one thing for sure: that the future almost never unfolds the way we think it will. So why not surrender? What might happen then?

A x