A story shaped over time.
Where It Began
Ten years ago, White Story began not in a showroom or studio, but in a garage. Just one idea, one white shirt.
White Story was grounded in a blank canvas — an instinct to pair things back. To keep only what matters. From this beginning, a language was formed: authenticity, simplicity, purity, and timelessness.
What started as a single piece quickly became something larger: a place to create, to refine, and to build a language through fabric, silhouette, and feeling.
For Founder and Creative Director Fiona Myer, White Story became a blank page — one that allowed space for instinct, creativity, and craftsmanship to unfold over time.
Built By Hand
In the early years, everything was done by hand. Endless steaming, packing orders, learning through trial and error, and slowly building something piece by piece.
There was no blueprint. Only belief.
And while the collections evolved, the intention behind them remained the same: to create pieces with purpose. Clothing designed to make women feel like themselves — elevated, effortless, and strong.
What began with eight white shirts became a full ready-to-wear wardrobe grounded in refinement, longevity, and quiet confidence.
The People Behind It
White Story has always been shaped by people.
Behind Fiona’s dream to design White Story has always been Sidney — her husband, best friend, and a steady presence from the very beginning. Together, they have shared every chapter of the journey.
Equally, it has been built by the loyalty of friends, family, and the wider White Story team — many of whom have been part of the journey for years.
From the design room to the stores, from pattern makers and seamstresses to retail teams and warehouse staff, White Story has always been a collective effort. A family built not only through work, but through shared values and care for the process behind what is created.
A Way of Seeing
As White Story evolved, so too did the world surrounding it.
Working primarily with noble fibres, Fiona has long been drawn to materials chosen not only for their quality, but for how they wear and evolve over time.
These choices reflected something deeper: a way of living, a way of creating, a way of being.
At a time when fashion increasingly looks outward, Fiona’s gaze has remained personal — grounded, understated, and unmistakably local.
A Return to Something Familiar
As White Story marks ten years, the launch of The Land represents more than a new season. It reflects a return to heritage, memory, and the Australian landscape that has quietly shaped the brand from the beginning.
“I believe the land holds the key to an authentic life.”
For Fiona, the land represents honest values, loyalty, connection, and permanence.
“The Land is a love letter to the Australian landscape.”
These ideas carry through the collection itself: rich earthy shades, washed horizons, eucalyptus greens, stone neutrals, and silhouettes designed to move with quiet confidence. Pieces intended to sit beyond trend, grounded instead in longevity and purpose.
There is also a personal history woven throughout it.
The Myer family’s connection to quarter horses and rural Australia stretches back generations — a legacy that continues to create the spirit of the collection today.
Craft, Community, Continuity
At its core, White Story has always been about more than clothing.
It is about the people behind the process. The crafts passed through generations. The value of making things properly, with care and intention.
As White Story celebrated ten years and introduced The Land, Annie Boyd helped bring that story to life. Her presence reflected a natural connection to authenticity, craftsmanship, and tradition.
Annie offered a glimpse into a world built on skill and process — a fitting way to mark both where White Story has come from, and the next chapter ahead.
The Next Chapter
“True luxury is often inherited not through objects, but through standards — how things are made, how people carry themselves, and how legacy is protected and reimagined.”
— Fiona Myer
Ten years on, White Story continues to evolve with the same clarity that shaped it from the beginning.
Not driven by trend, but by refinement. By craftsmanship. By the belief that clothing should live with the wearer and grow more meaningful over time.
What began with one white shirt has become a lasting expression of modern dressing — grounded in simplicity, materiality, and an enduring sense of purpose.
And as the next chapter unfolds, that foundation remains.
