A Global Beginning with Local Roots
Founded in 2019 in Sydney, IT’S A FAD. began as a passion project by creative director Sara Leonardi, who first experimented with unique T-shirts, hoodies, and outerwear using the intricate art of ice dyeing. After debuting at the Bondi Markets, Sara expanded her vision into resort wear and streetwear, weaving together artistry, craftsmanship, and sustainability.
Today, IT’S A FAD. is recognised as a sustainable fashion brand for women 30+ and beyond, combining bold style with ethical production.
From Interiors to Fashion: A Designer’s Journey
Sara’s background in interior design, along with her love for traditional crafts from India, Africa, South America, and beyond, shaped her eclectic yet pragmatic approach to fashion.
Raised between Italy, Venezuela, and the U.S., with extensive travel through India, Sara brings multicultural influence into every piece. Each collection is infused with colour, detail, and a sense of adventure, designed for women who want their wardrobes to reflect their evolving stories.
A Destination in Noosa’s Hastings Street
Since relocating to Hastings Street, Noosa in 2023, IT’S A FAD. has become a boutique destination for women seeking slow fashion that feels modern and chic. The boutique features limited-edition capsule collections alongside carefully curated accessories, creating a one-of-a-kind shopping experience for Noosa locals and travellers alike.
Ethical Fashion with a Purpose
Every IT’S A FAD. garment is crafted ethically in India by a women-led team of artisans. This commitment supports women’s employment, traditional craftsmanship, and fair fashion practices.
Sara believes in fashion that empowers not just the women who wear it, but also the women who make it.
Our Philosophy: Fashion with Heart
The pillars of IT’S A FAD. are:
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Passion: The fire that drives innovation and creativity.
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Friendship: A customer-focused ethos built on empathy and genuine connection.
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Creativity: Continuous innovation in design, craftsmanship, and problem-solving.
These values are at the core of every collection, every interaction, and every garment.
Sustainable Fabrics and Collections
Each capsule collection is designed with premium, ethically sourced fabrics chosen for both quality and longevity.
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Cotton: Sustainably sourced cambric, poplin, and woven cottons.
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Modal: A luxurious wood-pulp fabric with antimicrobial qualities.
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Linen: A timeless staple for resort wear collections.
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Leather: Ethically sourced Italian leather, tailored by Sydney’s finest artisans.
From intricate embroidery to vintage buttons, IT’S A FAD. pieces are heirloom quality, designed to last and reduce waste.
Limited Editions and Slow Fashion
In a world of fast fashion, IT’S A FAD. stands apart. Each collection is produced in small, sustainable batches, often with one-of-a-kind pieces. This ensures exclusivity while reinforcing our mission to reduce overproduction and honour individuality.
Curated Accessories and Collaborations
The boutique experience extends beyond clothing. IT’S A FAD. features handcrafted accessories and designer collaborations, including:
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Oaxaca woven belts crafted by women artisans.
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Exclusive Nadia Dafri handbags, designed in France.
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Unique fine and costume jewellery inspired by Sara’s travels.
Collaborations with Tutu Du Monde, Stylerunner, and participation in events like the 2024 Noosa Fashion Festival highlight the brand’s growing influence in Australian fashion.
A Personalised Customer Experience
At IT’S A FAD., fashion is personal. Our boutique team focuses on helping women find pieces that align with their style, confidence, and lifestyle. We offer:
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7-day refunds for unworn, undamaged items.
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6-month store credit options for extended exchanges.
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Styling advice to help customers make confident, conscious fashion choices.
Looking Ahead: Fashion for Women Who Evolve
Fashion should not fade with age. IT’S A FAD. celebrates women in midlife and beyond, reminding them that style is not about staying the same, it is about evolving with confidence.
From Sydney to Noosa and now globally online, IT’S A FAD. continues its mission to create sustainable, ethical fashion that speaks volumes and empowers women to feel like their truest selves.
Explore the Collection
Discover vibrant prints, bold tailoring, and sustainable fashion for women 30+. Explore our latest collections online or visit us in our Noosa boutique on Hastings Street.