Wardrobe malfunction that helped inspire 26-year-old's entire business

News.com.au

2 days ago

The cost of living crisis has made most people reevaluate their spending, and a young Aussie has pointed out the common cheap act that is costing us more in the long run.
Maddie Langshaw, 26, was earning more than $100,000 working full-time in social media and marketing when she decided to start her slow fashion brand Audrey Atelier.
It wasn't just her love of fashion that spurred on the decision — she said she also came to the realisation fast fashion was a rort.
'It feels cheap in that exact moment but the cost builds,' she told news.com.au.
'Whether it's the constant need to replace poor quality items, or the environmental damage, or just the mental clutter of owning too much that doesn't mean anything.'
Ms Langshaw said the danger with embracing fast fashion was you were always left wanting to buy more.
'It encourages this mindset of constant consumption, where clothes lose all meaning. It's not fashion, it's waste,' she said.
'It's also emotionally draining, because it keeps us in a loop of wanting more but never feeling truly satisfied.'
The fashion designer understands the perils of fast fashion because she's been a consumer in the past.
'I definitely fell into it in the past, buying things just because they were cheap or trendy. But over time, the charm completely wore off,' she said.
'The clothes didn't last, and honestly, I didn't feel like me in them. Now, my wardrobe is 90 per cent thrifted or second-hand.
'If I do buy something new, it takes me at least five or six rounds of research. I want to know who made it, what it's made of, and whether it's something I'll love long-term.'
Ms Langshaw argued that fast fashion created the illusion that more was better and clothes were disposable.
'It's a trap that keeps us buying and never feeling fulfilled. Once you shift the mindset out of it, you save more money long term and invest in pieces that you have forever,' she said.
She's also had some horror experiences with fast fashion, where the lack of quality led to flat-out wardrobe fails.
'I've had seams unravel after one wear, things shrink beyond saving, and fabrics pill within days,' she said.
'Once, I wore a dress to dinner and the hem literally came undone mid-meal. I remember thinking, 'Why am I putting my money and energy into clothes that don't respect me back?'' she said.
'I have removed the majority of the fast fashion brands from my wardrobe due to this, the fact they don't ever last infuriates me, and over time I spend the same for less cost per wear thrifting.'
Ms Langshaw isn't the only one rethinking how she's spending her money on clothes — and she wouldn't have started her business if she was.
Her marketing background helped her notice a big shift in consumer habits, with Aussies being more 'conscious' about where they spent their money.
'I think there's this amazing shift happening. Fashion isn't just about the look anymore, it's about the story,' she said.
'Conscious shoppers are choosing meaning over mass production.'
Ms Langshaw's been thrilled but unsurprised to see how shoppers have embraced her brand Audrey Atelier, where a blazer might cost $150 instead of $30 from a retail chain, but it is created to last.
'Even with tighter budgets, people want to feel good about what they're buying; they want pieces that last, feel considered, and come with a story,' she said.
'It's not about buying more, it's about buying better. Audrey Atelier connects with that craving for intention.
'It's a small, quiet revolution, and I'm so proud to be part of it. I have had overwhelming support from the community, with most of the buyers saying they want to support small, slower fashion.'