This brand was born from something personal & heartfelt - a quiet longing to feel truly at ease in my own skin without the fog of self doubt & judgement. My experience in dressing thousands of women while working within the retail industry made me realise this was a significant battle we all faced. I was confronted with the reality of how deeply societal messaging has convinced us of our unworthiness. We’ve been taught to shrink, compromise, compare, to never truly love our physicality and to dress our bodies in ways that disconnect us from them, while existing in a world where women’s health and wellbeing is seldom taken seriously.

I found myself resentful of having to choose between comfort, style or my health. Between what the world expected and what I actually needed. And I knew I wasn’t alone. I was inspired to recreate a space where authenticity is not just embraced, but demanded. Where women feel deeply connected to their well-being, their inherent beauty & power.

What began as a personal journey to rediscover my own self-worth and no longer willing to compromise, evolved into As We Are. A collection designed to embody beauty, simplicity, joy and a grounded confidence in our bodies. 

These pieces are luxurious and simple on purpose. They’re designed to feel like a small act of love. A reminder that you’re allowed to feel good, in each moment of your day. I have focused on natural fibers that care for your body so that we can eliminate the undeniable impact that other fabric alternatives have on our health.

As We Are is shaped not just by life’s lessons about true beauty and acceptance, but more than anything, it has been shaped by the incredible women I have crossed paths with - each one reminding me that we’re all just trying to come home to ourselves, in our own way. Women who are done compromising. Women who want real connection, quiet confidence, and clothing that aligns with who they are becoming. 

As We Are is more than underwear. It’s a reclamation. A return to self. Its a reminder that your body is not a problem to be fixed. 

My wish is that each piece will make you feel at home in your body, and for you to see there were never any flaws to begin with. This is an ode to how deserving we all are - exactly as we are. 

You are not too much. You are not behind. You are not alone. You are magnetic.

And I hope this collection helps you to feel exactly that, every single day.

Love Phoebe x