Is Local Fashion Making a Return? Melbourne Label MIEW Says Yes.
In an era defined by mass production and global supply chains, Melbourne-based womenswear label - MIEW - is part of a quiet resurgence championing locally made fashion.
Monique Grasser, founder of MIEW.
Founded in 2024 by Monique Grasser, MIEW offers refined wardrobe staples with a tailored edge, designed and made in Melbourne with a simple philosophy: quality over quantity, made locally and intentionally. Grasser, who comes from a corporate background, launched MIEW during the pandemic after noticing a gap in the market for elevated, everyday clothing that was made locally. Self-taught in design, she built the brand from the ground up, creating the kind of pieces she couldn’t find herself - timeless, wearable, and thoughtfully constructed.
“We’re seeing a renewed appreciation for Australian made,” says Grasser. “Not just for the ethics, but for the quality, the individuality, and the connection it brings back to fashion.”
MIEW designs for women who value craftsmanship, confidence, and conscious consumption. Each piece is designed by Grasser and produced in small quantities with the help of a local pattern maker and seamstress. The brand prioritises natural fibres, deadstock fabrics, and collaborations with Melbourne-based makers, ensuring every garment is refined in fit and construction to hold its shape and style long term.
The Mathilde Shirt Bodysuit
The label’s most recognisable piece, the Mathilde Shirt Bodysuit, was born from Grasser’s own frustration with shirts that wouldn’t stay tucked or didn’t feel quite right at work. “I wanted something simple, practical and sharp, something I’d reach for again and again,” she explains.
MIEW’s collections are released in curated drops, slowly introducing new styles and colourways that complement its core range. The brand doesn’t follow seasons or trends. Instead, it offers pre-order options to gauge demand and avoid overproduction, keeping waste low and intention high.
With a neutral palette and refined aesthetic, MIEW is building a small but strong community of women who value thoughtful design and local production. The brand is now available exclusively at www.miew.com.au
About MIEW
MIEW is an emerging Melbourne-based womenswear label offering refined, limited-run staples featuring premium tailoring with an elevated, minimal aesthetic. Every piece is proudly designed and ethically made in Melbourne in small batches.
Launched in May 2024, MIEW was created for women who value intentional clothing, wardrobe investments that transcend seasons, trends, and occasions. At the heart of the brand is a collection of core pieces that form the foundation of a timeless, considered wardrobe. Rather than designing into traditional seasonal cycles, MIEW introduces thoughtful, complementary additions designed to layer seamlessly into the collection over time. With an emphasis on quality, longevity, and quiet sophistication, MIEW represents a new kind of Australian fashion - considered, tailored, and inherently modern.
For high res imagery along with PR and media enquiries, visit the MIEW profile here.
SHOP AND BUY AT MIEW.COM.AU
