Natalija Bouropoulos has adapted her business model in the wake of COVID-19.
The designer’s brand, Natalija, relaunched this week as a direct-to-consumer women’s fashion brand.
She said she is adapting to a made-to-order business practice to rebuild for the future.
“I have lived the unsustainable pace of fashion, and wish to shift out of a relentless growth model into a more responsible one.”
Operating as a made-to-order business means the brand only produces garments from environmentally-friendly fabrics when someone places an order online, and delivers to them within two weeks.
By selling directly to customers, the label is able to provide quality, responsibly made clothing at a lower price point.
The brand sells a core range of wardrobe staples available in sizes 4 to 18.