Designed in Melbourne

Elevated, feminine pieces designed to feel like you

Premium Australian fashion for women in their 40s, 50s and beyond. 

Founded and designed by Belinda Abbott.

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Our Story

Why Shop With Us

What makes OnceWas different

◆  Signature aesthetic, known for our unique prints and considered design

◆  Produced in limited quantities, each piece as rare as it is beautiful

◆  Crafted from premium materials with a focus on natural fibres

◆  Timeless & wearable silhouettes made to last for years to come

◆  Inclusive sizing from AU 6–20, plus an Under 5'4 range designed for women 162cm and under

◆  Melbourne based and female founded, designed with purpose

Free Shipping on AUS Orders Over $250

collections

Discover our most-loved collections

New Arrivals

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Best Sellers

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Maxi Dresses

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Occasion Wear

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The Founder

Belinda Abbott

As Founder and Creative Director, Belinda Abbott designs every OnceWas collection around the women who wear it. Her approach is considered and personal: refined femininity, fabrics that feel as good as they look, and silhouettes made to flatter real bodies and real lives.

Title

“Creating pieces that make women feel confident, comfortable, and truly themselves is at the heart of everything we do. Through exclusive prints and considered design, we create investment pieces made to be worn season after season, designed to stand the test of time.”

◆ Belinda Abbott, Founder & Creative Director

Our Story

Effortless dressing, designed for real life

OnceWas began with a simple belief: getting dressed should feel effortless, and the right piece can change how a woman carries herself through her day. From a Melbourne studio, we design elevated, feminine clothing built around exclusive prints and natural-fibre fabrics.

10+
Years · Designed in Melbourne
AU 6–20
Inclusive Sizing
Under 5'4
Petite Edit

◆ Began with signature prints — the look OnceWas became known for

◆ Grew to include knitwear, tailoring, event dressing and everyday staples

◆ Now spanning occasion, everyday and timeless investment pieces

◆ Today, one of Australia's most sought-after boutique labels

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20+
Years · Designed in Melbourne
AU 6–20
Inclusive Sizing
Under 5'4
Petite Edit

◆ Born from a simple belief: getting dressed should feel effortless

◆ Designed in a Melbourne studio around exclusive prints and natura fabrics

◆ Collections spanning tailoring, event dressing and everyday staples

◆ Worn by a community of women who want to feel like themselves

10+
Years · Designed in Melbourne
AU 6–20
Inclusive Sizing
Under 5'4
Petite Edit

Shop Best Sellers

Our Story

Effortless dressing, designed for real life

OnceWas began with a simple belief: getting dressed should feel effortless, and the right piece can change how a woman carries herself through her day. From a Melbourne studio, we design elevated, feminine clothing built around exclusive prints and natural-fibre fabrics.

Timeless by Design

Pieces You'll Reach for Season After Season

OnceWas is built on exclusive in-house prints you won't find anywhere else - designed once, never repeated. 

 

Each piece is made in limited runs from natural-fibre fabrics, so what you wear stays distinctly yours, year after year.

Exclusive Prints
Designed in-house, never repeated
Timeless Silhouettes
Made beyond the trend cycle
Limited Runs
Rare by design, never mass-made
Exclusive Prints
Designed in-house, never repeated
Timeless Silhouettes
Made beyond the trend cycle
Limited Runs
Rare by design, never mass-made

Shop Best Sellers

Our Best Sellers

Our Most-Loved Pieces

Wanderlust Pearl Embellished Maxi Dress in Dark Tropique

$459.95

Cascadian Cotton Silk Maxi Dress in Bordeaux

$459.95

Mirelle Wool Blend Knit Dress in Bordeaux

$419.96

Halston Genuine Leather Belted Straight Leg Pant in Husk

$599.95

Simona Sheer Viscose Gold Detail Blouse in Bordeaux

$299.95

Wanderlust Pearl Embellished Maxi Dress in Dark Tropique

$459.95

Cascadian Cotton Silk Maxi Dress in Bordeaux

$459.95

Mirelle Wool Blend Knit Dress in Bordeaux

$419.96

Halston Genuine Leather Belted Straight Leg Pant in Husk

$599.95

Simona Sheer Viscose Gold Detail Blouse in Bordeaux

$299.95

Shop Best Sellers

Designed to Fit

Tailored for Your Frame

Belinda fits every style on herself because she believes that good fit is about how the garment feels & not just how it looks

Maxi Dresses

Exclusive prints and flowing silhouettes, made to move with you from day to evening.

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Under 5'4

A considered fit for women 5'4 and under, cut in proportion so every piece sits beautifully.

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reviews

Loved by our community

★★★★★

Absolutely love this dress! The fit is incredibly flattering and comfortable, it sits beautifully and drapes really nicely.

Jana S.

★★★★★

I absolutely love the quality of this dress. It fits beautifully and I have had loads of compliments when I wear it.

Kerri B.

★★★★★

The quality of the fabric and overall design is superb and I love it! Thinking of getting it in chocolate too!

Lisa P.

Our Impact

Fashion that gives back

Through our collaboration with B1G1, we're turning fashion, community, and everyday purchases into support for women and children who need it most.

 

Together, we've impacted 40,00 lives across three projects.

Every time you place an order with OnceWas, you help make a positive impact on our world.

View Our Impact Page
$12,802

Protect a woman

$5,432

Dressing for success

$3,632

Empower women in the pacific
Necessities for newborn babies
Giving access to necessities for newborn babies.
Sexual health and hygiene support for girls
Supporting sexual health & hygiene programs to help girls stay healthy and in school.
Business training and micro-loans for women
Giving business training & micro loans for women ready to grow or start their own enterprises.