As women, we evolve. We’re never the same person we were five, ten, or twenty years ago. Careers shift, families grow, priorities change; and so does our style.
IT’S A FAD. was born out of that same spirit of reinvention. What began as a small stall at the Bondi Markets in 2019 has grown into a boutique on Hastings Street, Noosa, and now, an online destination for women everywhere seeking clothes that reflect who they are today.
Rediscovering Fashion Confidence in Midlife
Many women tell me that somewhere along the way, style slipped down the priority list. Life became about kids, careers, and caring for others. But fashion has the power to reconnect us with ourselves.
IT’S A FAD. was built for that moment of rediscovery - when you slip into something chic and feel confident, stylish, and entirely you again.
From Markets to Boutique: Our Story
2019 · Bondi Beginnings
Those early weekends at Bondi were about more than selling clothes. They were about connection - watching women slip into something new and instantly feel more like themselves. We love to reflect on our Bondi Market beginnings!
2020 · Pandemic Pop Up
During the uncertainty of the pandemic, fashion became a way to feel joy. Our pop up reminded us that style can be uplifting - a little rebellion against the ordinary, and a reminder of our resilience.
2021 · IT’S A FAD. LAB
The LAB was where play met purpose. A creative studio where designs took shape for women who wanted to feel expressive, stylish, and confident - not despite midlife, but because of it.
2021 · TUTU DU MONE X SARA LEONARDI COLLAB
Tutu du Monde x Sara Leonardi: a fusion of fantasy, fashion, and fearless individuality. Where ethereal meets effortless - Tutu du Monde and Sara Leonardi joined creative forces for this stunning collection. Check it out here.
2023 · Bay Village, Noosa
Opening the boutique was a milestone. It gave women a space to touch, try, and discover. For many, it became less about buying clothes and more about rediscovering their confidence, experimenting with colour, and embracing fashion again after years of prioritising everyone else first.
2025 · From Noosa to the World
Now, with our online store, IT’S A FAD. by Sara Leonardi reaches women everywhere - women in their 30s, 40s, 50s and beyond who want fashion that feels modern, chic, and wearable through all the stages of life.
Why Style Evolves With Us
Midlife isn’t about fading out - it’s about becoming. Our bodies, our lifestyles, and our sense of self change, and fashion should celebrate that.
The beauty of IT’S A FAD. is that every collection is designed to evolve with you: chic pieces that transition from school runs to boardrooms, from long lunches to evening events. Effortless dressing for women who want clothes that move with them, not against them.
A Fashion Brand for Women 30+ and Beyond
At IT’S A FAD., we believe age is not a limit - it’s an evolution. Whether you’re rediscovering your fashion confidence after raising children, embracing your individuality in a new career stage, or simply wanting to feel more you again, our pieces are designed for the journey.
This is our story so far - and it’s only just beginning 🖤
