Mia Fratino collection disrupts seasonal delivery cycles

Jul 27, 2023

According to the luxury brand, other fashion stores usually begin merchandising their windows with spring/summer collections before the end of winter.

Mia Fratino designer Amy Jones said its Winter 2.0 collection allows the brand to re-align with the seasons.

“It serves as a poignant reminder that we are staying out of the fast lane of fast fashion and advocating slow fashion practices,” she said. “We refute the notion of force-feeding customers cosy knits while they should still be on the beach… and vice versa.”

The early launches of seasonal fashion collections also buoy future sales events, according to the designer brand, adding that fashion brands clear out past-season stock through discounting which can drive up over-consumption among consumers.

“We want every customer to be comfortable purchasing at any time of year – secure in the knowledge they’re getting the best price every day – and that they won’t spot their beautiful new knit on the sale rack in two weeks,” Jones said.

This is not the first time the brand has challenged industry norm, with Mia Fratino shutting its online space down two years in a row to protest Black Friday and Cyber Monday sales events.

“As a brand, it’s easy to get swept up in the retail hysteria and trappings of the commercial market,” Jones said. “We are constantly learning and adapting on our path of being a sustainable & ethical knitwear brand.

“We are committed to this journey and approach it with an honest and transparent lens.”

Mia Fratino designs womenswear knitwear fashion with Mongolian cashmere, Merino wool, Mulberry silk and New Zealand possum eco-down.

It operates an online store and also distributes through boutique stockists across Australia.

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