A Shift In Season, A Shift In Her.
This Mother’s Day, we honour our founder as she steps into her first season of motherhood. A reflection on the woman she is, and the one she is becoming. We sat down with her to speak about the beauty and challenges of navigating motherhood alongside running a business.
We invite you to witness A Shift In Her Season.
"Motherhood didn't redefined me. It's added another layer to who I am. There's a clarity that comes with it. – Louise Elia (Founder)"
Captured through soft light and considered space, the campaign reflects a quiet shift. Tailoring softened. Silhouettes made to move with her. Pieces designed for a life in motion, balancing structure with ease.
What has surprised you most about this new season of life?
How much love can completely reshape your priorities without feeling like sacrifice. Everything feels bigger, in the best way. At times I still do feel divided between different parts of my life, but becoming a mum actually brought a sense of clarity and certainty I probably wouldn’t have discovered otherwise.
How do you balance being a mother and business owner all at once?
I don’t think it’s ever perfectly balanced. Some days one role takes more of me than the other. I’ve learnt to be okay with that and just be present in whatever I’m doing in that moment and give that my full attention. Some days I get it right, some days I don’t. I’ve learnt to let go of the idea of perfect balance.
What feels different about your relationship with time now?
Time feels more valuable. I’m a lot more aware of it, and a lot more protective of where it goes. I used to spend full days in the office working non-stop. Now my days look completely different, and I’ve had to find a new rhythm where every hour matters. It’s made me more intentional, not just with my time, but with my energy too.
Has your personal style changed since becoming a mother? If so, how?
It’s become more considered and effortless. I still love strong, elevated pieces, but I think more about how they fit into my day. I want to feel like myself without overthinking it. It’s become less about dressing for a moment and more about dressing for real life.
What does “elevated everyday” mean to you in this season?
Feeling put together without it feeling forced. Pieces that carry you through your day, from work to everything in between, but still feeling polished. It’s about ease, but with structure, looking considered without overthinking it.
Why did this feel like the right moment to move into a stronger focus on tailoring?
It reflects where I’m at right now, both personally and in my career. It felt like a natural evolution. I’m drawn to structure and pieces that feel refined but wearable. Tailoring allows us to create that balance between structure and softness. It feels more refined, more intentional, and a true reflection of how we’re evolving as a brand.
What does “A shift in season, A shift in her” mean to you personally?
It’s about growth without losing yourself. Stepping into a new phase while still feeling like you, just more grounded, and more certain.
