Once Was
Designed in Melbourne · AustraliaPremium Australian Fashion, Designed for the Woman Wearing It
OnceWas is one of the Australian fashion brands quietly winning American wardrobes: exclusive prints designed in-house, natural fibres, and silhouettes fitted on real women.
Why American Women Are Turning to Australian Women’s Fashion
If you’ve been moving away from polyester and noticing that the brands you used to trust don’t feel the way they used to, you’re not imagining it. Across mainstream fashion, quality has declined while prices climbed.
That’s why more American women are looking to Australian clothing brands for what their own malls stopped offering: natural fibres, considered design, and pieces made in limited runs rather than mass production.
For over ten years, one Melbourne label has been quietly perfecting exactly that. It’s called OnceWas, and most American women haven’t heard of it yet.
“Fashion was being designed for the rack — for the trend, for the margin. Not for the woman actually wearing it. OnceWas exists to change that.” ◆ Belinda Abbott, Founder & Creative Director
What Sets OnceWas Apart From Other Australian Designer Brands
Designed in Melbourne. Made to Stand Apart.
Every OnceWas print begins as original artwork, created in-house by our design team in Melbourne, Australia.
From the first sketch to the finished garment, each print is thoughtfully developed to bring something distinctive to your wardrobe. Our most-loved pieces may return, but our collections are intentionally curated, with prints and silhouettes designed to feel special rather than mass produced.
For women who want to wear something considered, expressive and a little unexpected.
Fabric You Can Feel the Difference In
Linen viscose. Cotton silk. Cupro. Faille. We build each collection around natural-fibre fabrics chosen for how they feel, how they move, and how they live on the body. It’s the standard you’d expect from Australian designer clothing, not from another polyester blend.
Fitted by the Founder, Made in Limited Runs
Belinda fits every style on herself before it goes into production, because good fit is about how a garment feels, not just how it looks on a rack. Each piece is produced in limited quantities and sized from AU 6–20, with a dedicated Under 5’4 edit cut for women 162 cm and under. Same silhouettes, refined lengths. Nothing about slim, everything about proportion.
Most Fashion Is Designed for the Rack. Ours Is Designed for You.
Most fashion
OnceWas
There are pieces you buy for a season, and pieces you keep for a decade. We only make the second kind.
A Note From Belinda
I spent years designing for some of Australia’s biggest fashion labels. And I kept noticing the same thing — fashion was being designed for the rack, for the trend, for the margin. Not for the woman actually wearing it.
That question became the foundation of OnceWas. We design pieces around real women and real wardrobes: flattering silhouettes, premium natural fabrics, exclusive prints, and thoughtful fits from AU 6 to 20. We even design specifically for women under 5’4 — because fit should never feel like an afterthought.
And the thing we hear most from our customers? Strangers stopping them in the street to ask where they got their outfit.
That’s the OnceWas feeling. Come find yours.
Belinda Abbott · Founder & Creative Director
OnceWas is female-founded and female-run, and every order supports women and children in need through our B1G1 giving partnership.
10+
Years designing
in Melbourne
In-house
Every print begins
as original artwork
AU 6–20
Inclusive sizing
(US 2–16)
Under 5’4
A dedicated
petite edit
Occasion, Everyday, and Everything Between
Pieces suitable for both special occasions and everyday wear, designed to move with you, not just hang in your wardrobe.
Why Women Keep Coming Back
“Wonderful, helpful customer service and, as always, the most beautifully designed and made garments.”Caroline D.
“OnceWas has beautiful, well made, quality clothing that makes you proud to wear.”Trudy W.
“I love the petite range, especially the pants. I’m 162cm and the length is always perfect for me.”Julie M.
Found in boutiques across Australia, and now available in the United States at oncewas.com.au.
A First Look at Australian Women’s Clothing, Considered
A few of the latest pieces from the Melbourne studio, each in limited production.
Gisela Linen Viscose Column Midi Dress · Amber Vine
AU$429.95
Solene Cotton Blend Lace Dress · Rosewood
AU$459.95
Nerine Viscose Faille Print Shirt · Amber Vine
AU$299.95
Willow Linen Viscose Pant · Sunset Orchid
AU$299.95
21-day returns · easy size exchanges
A Wardrobe You Invest In, Not One You Replace
Among Australian fashion designers, Belinda Abbott chose a different path: exclusive prints, natural fibres, and fits considered down to the last proportion. Designed in Melbourne. Worn everywhere.
Discover the Collection