Ahead of International Women’s Day tomorrow (March 8), Ragtrader reached out to key female leaders in Australian fashion to share their lessons in leadership.
Prue Thomas, Strand CMO (formerly Strandbags)
“In my early years in fashion, I found myself conforming to an image I believed the industry and my peers expected of me – how I looked, how I communicated, and even who I aligned myself with. No one explicitly dictated this, but it became an ingrained behaviour, hardwired over time. In hindsight, I see how this may have distracted me from reaching my true potential.
“If I could offer advice to my younger self, it would be to embrace the innate power of kindness and fairness – qualities the world desperately needs more of. The most effective leaders are those who balance humanity with progress, fostering environments where both people and results thrive. I have always possessed an unwavering "I can handle anything" mentality, but in my earlier years, it wasn’t always tempered with empathy.
“During my 30s, after stepping away briefly to bring three incredible little women into the world, I struggled with leadership confidence upon my return. In an attempt to reclaim my space, I mirrored the leadership styles around me – an unequivocal mistake. Authenticity is everything. The fundamentals are surprisingly simple: stay grounded, lead with integrity, and treat others with the respect you wish to receive.
“As it turns out, my parents were right all along.”
Kim Kidd, Honey Birdette CEO
“One of the biggest lessons I’ve learned as a female entrepreneur in fashion is that confidence and action matter more than a perfect resume. You don’t need to tick every box on a job description – you need to show up, learn fast, and back yourself every step of the way.
“Early in my career, I found myself in rooms where I didn’t have all the answers. Instead of hesitating, I leaned in, asked the right questions, and worked twice as hard behind the scenes to fill the gaps. I invested in my knowledge, surrounded myself with people who inspired me, and never let fear of “not knowing enough” stop me from taking bold steps.
“The truth is, no one starts out fully prepared. Growth comes from pushing beyond your comfort zone – reading, listening, practicing, and putting in the extra hours to sharpen your skills. The more you immerse yourself, the more natural it becomes. So don’t wait until you feel ‘ready.’ Say yes, step up, and trust that you’ll figure it out. Confidence isn’t about having all the answers – it’s about believing you’ll find them.”
Joanna Robinson, The Iconic CMO
"The retail industry moves fast, and challenges are inevitable. But the key to success is resilience and adaptability. Market shifts and changing consumer behaviours are part of the game, and it’s how you pivot and learn from those moments that truly matter. Always be open to evolving, stay curious, and never shy away from transforming your approach.
“With that, we do our best work when we build each other up. Working in marketing which is such a female dominated industry, I’ve seen first-hand how important it is to create a culture where women empower one another. I’ve always focused on fostering strong relationships and collaboration, knowing that our collective success is built on lifting each other up. We thrive when we have each other’s backs.
“So my advice? Stay resilient, stay adaptable, and never underestimate the value of a supportive network. It’s the foundation for long term success, both in your career and your personal growth.”
Nikki Campbell & Sophie Coote, SIR. founders
“One of the biggest lessons we have learnt is that every problem has a solution. Things don't always work out how you planned , and it can often feel like the end of the world – you learn that unexpected turns can result in bigger, better opportunities. Adaptability can be your greatest asset. Remain grounded in your vision and trust your instinct.”
Marie Ektoras, Sheike head of design
“One of the most valuable lessons I’ve learned in my career is the importance of resilience. The fashion industry is fast-paced, competitive, and constantly evolving. Trends shift, consumer expectations change, and challenges—both expected and unforeseen—are inevitable. The key to long-term success is adaptability and the ability to push forward, even when faced with setbacks.
“I learned this lesson through experience. Having spent decades in the industry, I’ve seen brands rise and fall, witnessed shifts in retail landscapes, and navigated challenges from economic downturns to changing consumer behaviours. Early in my career, I realised that success isn’t just about having great product—it’s about having the grit to keep going, the vision to evolve, and the leadership to inspire teams through uncertainty.
“To the next generation of female fashion entrepreneurs and leaders: embrace challenges as opportunities. Stay true to your brand’s identity but remain open to change. Build strong relationships, trust your instincts, and never be afraid to take risks. Fashion is about reinvention—not just in design, but in leadership and business as well.”
Alice Barbery, Universal Store group CEO
"Leaders are responsible for the environments within their teams. Is it an environment of fear or creativity? Because, ultimately, you can't have both.
"Over the years, through reading educational psychology books and observing various work environments, I've learned that fear and competition are tools of weak leaders who demand obedience—this is dominance, not leadership. Keeping team members in competition with one another, especially when stakes are high, may bring short-term gains, but it ultimately unravels teams. It’s not a “friendly” competition, but rather a toxic one that undermines trust and collaboration.
"On the other hand, collaboration and a safe environment allow creativity to thrive. These environments foster trust, wellbeing, and consistent growth. When the right culture is in place, and when A-grade team members who celebrate each other’s successes are motivated to bring their best selves to work every day, it requires a different kind of leadership. It requires honesty, vulnerability, and a genuine enthusiasm for others to grow—and maybe even surpass you.
"This leadership approach not only strengthens teams but also creates a sense of purpose and unity that drives long-term success."
Jane McNally, By Charlotte executive chair, and director at R.M. Williams, Blue Illusion and Sheike
"All leaders, irrespective of gender, will look to provide a clear, customer-centric, differentiated, vision, a tenable execution strategy, and a communication style and frequency which will galvanise and motivate.
"My view is that where female leaders particularly shine is in their ability to build a positive and supportive culture, and in developing their businesses through a highly collaborative style. Leadership team collaboration develops broader skillset and builds career confidence which, in turn, leads to greater business bench strength and succession opportunity.
"Women have historically lacked ‘big job’ confidence, potentially due to the scarcity of CEO role models and exposure at c-suite level. Personally, I turned down at least one great potential role in my earlier career because I wasn’t convinced that I was good enough and feared failure. Thankfully, it was fine when I finally stepped up.
"Women are naturally (generalisation alert!) highly adaptable and resilient. They also have a strong EQ which assists them - not only in understanding their teams better – but also their customers’ potential wants and desires. I am currently loving working alongside jewellery founder, Charlotte Blakeney, at by charlotte, who is instinctively amazing at interpreting her customer psyche.
"I make it a goal to build female business confidence and so develop the next generation of adaptable and forward-thinking leaders. Retail concepts may change with future tastes and technology – but great leaders adapt, endure and build.
On that note - I have been bursting with pride and admiration in recent weeks and would like to shout out a few ex-team mates who have deservedly stepped up into their own “big jobs”: Lowri Breed, newly appointed Managing Director for Sheike; Christina Hollingsworth, newly promoted CEO at Kivari; and Rebecca Mansergh, newly promoted CEO at Camilla.
"I am also thrilled to have acquired the skills of Sang Johnson as the by charlotte General Manager. You go girls – and, in doing so, nurture and develop an even wider female talent pool!"
Charlotte Blakeney, By Charlotte founder
“Never underestimate the power of believing in yourself – our potential is infinite but it’s up to us to trust in it and bring it to life. One of the biggest barriers to achieving our dreams is the stories we tell ourselves – the doubts and fears that hold us back. You don’t need to have all the answers just yet, it’s an ongoing journey that takes effort, self-love, compassion and surrounding yourself with people who inspire and challenge you. Change your mindset and the rest will fall into place.”
Natalie Xenita, brand consultant and NZFW advisory board member
"Surround yourself with people whose careers you admire to the point of envy. These people are an invaluable source of inspiration and motivation for your own career journey. The more diverse the expertise and backgrounds, the better; because this network outside of your own organization and industry provides a village you can lean on for support and help you see the bigger picture.
“My village has helped me navigate challenges by providing an unbiased perspective on situations and opportunity to learn from their experiences. Leaders can often feel like they are on an island because they’re expected to have all the answers – especially hard in the fashion industry which is constantly evolving and innovating – so working through your approach with a fellow leader who you respect and admire can provide fresh ideas.
“During the pandemic, when I was the managing director of Australian Fashion Week and was forced to cancel the event, there were obviously many tough calls that had to be made. Having a diverse network of leaders all navigating the same uncertain conditions provided me with the confidence to pivot as needed."
Camilla Franks, Camilla founder
"I am a firm believer that all women are destined for success. I’ve undertaken so many of my own journeys: as a student, as a business owner, woman, and mother, and each chapter has made me stronger, more focused, more loving and courageous.
"The greatest lesson has been that I can take control and craft a narrative that is unapologetically in line with my dreams. I want to encourage the next generation of women to be the authors of their own stories – unrestrained and undefined by society’s expectations; by what your mother wants or by what your partner expects.
"I'm proud that the brand I’ve built isn't just about a product… It's about purpose. One that’s founded on kindness and the empowerment of women.
"The best advice I can share is: Find your ‘why’. Take it one day at a time and build something you believe in, with all your heart and soul. Your first steps won’t always be the right ones, but they’re important nonetheless. Every wrong turn is a detour in the right direction.
"Success is built from the place where passion and creativity reside. If you keep stoking that inner fire, you’ll always find clues and signposts along the way that will point you in the right direction.
"Keep making the choice that feels right to you. Put the purpose, the act of creativity… the art, above everything else. We judge ourselves far too harshly. To truly succeed, we need the opportunity for freedom of expression, with no boundaries or rules.
"Raw, unfiltered reality can be the greatest source of inspiration. We’ve all – at some point – found ourselves powerless or caught in some form of imbalance. In a society that’s built for men to excel, it’s important to confront these moments of imbalance head-on. Not just for ourselves, but for every other woman and for the generations that come after us.
"When it happens, we have to call out the bullsh*t, protect one another and hold ourselves accountable. Truth is power. It’s the magic potion that will help us break down the power imbalance and create a space for true equality to thrive."