OnceWas

OnceWas, designer womenswear based in Melbourne

OnceWas is an Australian womenswear brand based in Melbourne, founded by Belinda Abbott, who also serves as creative director. The label presents itself as a female-founded venture and defines its offering as elevated, feminine pieces designed to feel timeless and effortless to wear. Its catalogue is built around exclusive prints, refined craftsmanship and small-batch production.

Garments and catalogue categories

The range is organised into dresses, tops, pants, skirts, outerwear and accessories. Among the lines highlighted by the brand itself are maxi dresses, coordinated sets and a specific selection for events. The site also includes an edit aimed at petite women, under the name «Under 5'4», and a gift card as an additional item.

The catalogue shown at the time of analysis included pieces such as the Helm Tencel Embroidered Straight Leg Pant in Sky, the Aurora Reversible Viscose & Tencel Fringe Jacket, the Willow Linen Viscose Pant, the Cattleya Linen Viscose Smock Maxi Dress, the Giselle Viscose Linen Trim Detail Top, and the Kayla Stretch Linen Viscose Embroidered Pant. Published prices for these items ranged from AU$279.95 to AU$459.95.

Sizes and collections

The brand covers Australian sizes from AU6 to AU20. Its collections are presented under their own names —Le Carrousel, Innerbloom, Odyssey and Intertwined— and are complemented by themed edits such as mix & match sets, best sellers and event dressing.

Materials and production approach

OnceWas highlights the use of materials considered premium and timeless silhouettes, with deliberately limited production volumes. The brand frames this decision within its commitment to garment durability and their long-term integration into the wardrobe.

Online sales and customer service

Commercial activity takes place mainly through its online store, with free shipping on orders over $250. The site mentions same-day dispatch and the option of click & collect, as well as instant exchanges. Online customer service is available Monday to Friday, 9:00 to 17:00 (AEDT).

The brand offers a try-at-home programme: the customer selects two or three items, the amount is held on the card without being charged, they have three days to try them and pay only for what they keep, with a $15 restocking fee if they return everything. It also allows signing up to its newsletter to get 10% off the first order and receive previews of launches and exclusive offers for subscribers.

Charity initiatives

The company states it has raised funds for various projects: $14,786 for «Protect a woman», $6,298 for «Dressing for success» and $4,615 for «Empower women in the pacific».

Retail presence

In addition to its online channel, OnceWas has physical points of sale, called boutiques, and organises open-to-the-public days; the site announced one for 30 October, from 10:00 to 15:00.

Location and contact

Phone: 0478 041 230 · Email: hello@oncewas.com.au