Retail > Fashion and Clothing Services

White Story is an Australian designer womenswear label, founded in Melbourne in 2015 by Creative Director Fiona Myer. Built as a considered alternative to fast-moving fashion, the brand is grounded in a simple philosophy: fewer, better pieces, made to last.

Each collection reflects a considered approach to modern dressing — grounded in noble fibres, refined tailoring, and timeless design. Designed, cut and patterned by hand in our Cremorne studio, our pieces are crafted from natural fibres including cashmere, merino wool, cotton, and linen, and created with longevity in mind rather than passing trends.

From elevated shirting and refined knitwear to tailored trousers, softly structured outerwear, denim, and fluid dresses, White Story offers wardrobe foundations designed to move seamlessly between work, travel, occasion, and everyday wear. Defined by clean lines, tonal palettes, and purposeful silhouettes, each piece is intended to be worn, re-worn, and layered season after season.

We welcome you to experience White Story in person at our boutiques in Armadale, Double Bay, Mosman, Noosa, and Sorrento, where our team offers considered, unhurried service. Each space reflects our commitment to Australian craftsmanship, natural fibres, and understated luxury.

For women who value simplicity, quality, and longevity, White Story is an invitation to build a timeless wardrobe with intention.