The head designer of OnceWas, Belinda Abbott says she is both a designer and a maker who crafts “each garment with a focus on design while ensuring it meets the needs of women, flattering their bodies and empowering them through thoughtful construction”.
Now one of Australia’s most beloved fashion brands, the journeys to success for OnceWas wasn’t always easy, explains Belinda [pictured below left].
“In 2015, my business partner Linda Cerny and I faced a pivotal moment in our careers. We were confronted with the daunting decision of whether to walk away from the brand we had poured our hearts and souls into or to find a way to self-finance and purchase OnceWas.
“Having worked on the brand since its inception, we both had an intimate understanding of its potential, and we were determined not to let it go. We believed deeply in the vision we had cultivated over the years and knew that there was still so much more it could offer.
“It wasn’t just a business decision — it was a personal commitment to a brand that had become an extension of our own creative passions. We recognised that this was not the end of the road for OnceWas, but rather an exciting new chapter.
“With unwavering belief in its future, we took the bold step to take control and shape the brand’s path forward, determined to unlock its true potential.”
According to Belinda, OnceWas “evolved from a previous label that held significant meaning for us, and we felt it was important to honor its legacy”.
“OnceWas is not just a name; it symbolises the growth and transformation we’ve experienced over the years. It captures the essence of our journey — reflecting on where we began, the challenges we faced, and how we’ve evolved both as individuals and as a brand,” she explains.
“The transition from our earlier label to OnceWas marks a pivotal shift, one that highlights the lessons learned, the strength gained, and the vision we continue to shape.
“OnceWas represents the growth we’ve undergone and the elevated version of the brand we’ve become, embracing both the past and the future with a renewed sense of purpose and direction.”
INSPIRED BY WOMEN
Belinda says that as a designer she is inspired by “creating clothing that makes women feel confident, comfortable and good about themselves”.
“My inspiration is quite often sparked by textures and fabrics. I’m very conscious of how garments will feel on the body and this plays an important part in my design process.
“Although I like to stay abreast of international fashion trends, I believe in designing investment pieces that the wearer can wear season after season in a variety of ways, mixing and blending back with wardrobe updates.
“With the multitude of fast, disposable fashion brands on the market, we’ve become a society of excessive consumerism and I hope in my small way to be able to lighten the footprint that the fashion industry is leaving on the world by designing pieces that stand the test of time.”
Belinda’s way of working is echoed in the overall concept of OnceWas which she describes as being focused on “distinctive investment pieces” for women.
“Each piece is crafted to offer transitional wearability, ensuring it can be seamlessly styled across different seasons and occasions, while also providing versatility for a variety of looks.
“The goal is to create timeless garments that empower women, making them feel confident and stylish no matter the situation,” says Belinda.
The OnceWas aesthetic is based on its use of exclusive statement prints on fabrics featuring natural fibres and wearable, luxurious leathers. There is an intrinsic femininity to the flow and feel of Belinda’s garments. An additional emphasis on comfort and wearability ensures OnceWas garments become wardrobe favourites.
Another aspect of the brand’s strategy is to be widely inclusive for a range of body types. OnceWas sizes range from an Australian size 0 to a size 20, and a Petite collection launched in April, 2025.
A COMMITMENT TO QUALITY SUSTAINABILITY
A commitment to “designing quality, timeless pieces made from sustainable fabrications” is a cornerstone of the OnceWas policy for sustainability, says Belinda.
“Cupro and Viscose are two of our main fabrics that we use across the majority of our designs. They are lightweight, breathable fabrics that drape beautifully against the body and are a more durable alternative to silk.
“Designing clothing that makes women feel confident and comfortable is what underpins our designs. Creating investment pieces that can be cherished parts of our customers’ wardrobes and worn season after season embodies our commitment to sustainability.”
Belinda says that in future the goal for OnceWas is to “expand into other countries, bringing its vision of timeless, versatile fashion to women around the world”.
“The brand is committed to sharing its unique aesthetic and dedication to quality with an international audience.”
To shop OnceWas go to oncewas.com.au, or check out the brand’s exclusive Open Days at its studio in Hawthorn. You can also follow the brand at @oncewas__
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