You’re a hard-working, keeping-it-together, joy-spreading woman who needs your clothing to support your full life. I’m talking comfort, style, and ease - am I right? And, what’s more, you’d really rather tread lightly with your environmental impact, yes?

I know this because that’s where I’ve been also. In fact, it’s why I started Estella Moon. A few years back, I had my baby daughter at a time of a lot of change in my life, and suddenly, my previously effortless sense of confidence in what I was wearing vanished. I had a new body, shifted concepts of time, and different movement demands. Nothing in my closet supported this. The seemingly only alternative - postpartum lines - by and large, with their matronly prints and monochromatic pallets, made me want to close my eyes and run away. How could I put my best self forward for both baby and me if I hated the way I felt in my clothing?

My experience isn’t unique. As a starting point, as this is an issue for new moms, I knew I could take my dozen or so years’ experience in the L.A. fashion industry and make better clothing that would help amp up the confidence factor for postpartum mamas. At the same time, I also know that women of all sorts face similar challenges in their clothing. Anyone going through a change in their body, a rut of blandness, bewilderment at their choices, or just shifting priorities in the wake of so much change in the world might also benefit from clothing that values style and comfort equally.  

This idea – that women everywhere deserve to look amazing and feel great in their clothing without sacrificing who they are – set me on my mission to launch this label. Underpinning it all is a personal commitment to sustainability. I spent a long time in the conventional fashion industry and became increasingly aghast at the blinders the industry seems hellbent on wearing when it comes to its enduringly harmful environmental impact. As a result, I’ve made sustainability a core tenet of Estella Moon. From fabric selection to production choices to end-of-life-cycle options, I want to be sure we’re minimizing our footprint as much as possible – and I want anyone buying our clothing to rest easy on this concern also.

So, I see you, and I hope you see some of yourself in this story, too. In bringing to reality an emerging fashion label, I’m in learning mode and I’m working hard to bring you clothing options you’ll love. Thanks for joining me on this journey!

Flora

P.S. Learn more about Estella Moon here, and our sustainability commitments here.