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Our Story

She worked and rested, adventured and loved, dreamt and played and one thing she knew for sure was - she was better at those things when her attire matched her disposition.

Danielle Holden is the founder and creative director of Reverie.

Our Founder

Danielle studied interior and industrial design before embracing a career in fashion. 

With her meticulous eye, Danielle oversees the entire production process at Reverie. From selecting the fibres used in Reverie’s fabrics to perfecting cuts, no detail is overlooked in her quest to create the perfect loungewear.

Especially not when it comes to sustainable and ethical production.

While she’s always been committed to sustainability, becoming a mother to her little girl inspired Danielle to reimagine what sustainable fashion could look like. 

Danielle has spent years refining her understanding of design, manufacturing and the fashion industry so that Reverie’s entire design production process can pave the way for a more sustainable, ethical and mindful future of fashion.

Every piece in the Reverie collection is a testament to Danielle’s love for functionally beautiful design and the finest natural fibres - celebrating Australiana while infusing it with a newfound elegance and timelessness.

We believe true style is effortless… and sublimely comfortable.

The Reverie Design Ethos

Every piece in the Reverie collection has been designed with such attention to detail, you’ll feel as though it’s been crafted just for you.

We’re for comfort. Clothes that make you feel like you. Clothes that aren’t restrictive and that move with your body. Clothes that inspire you to live, rest and dream with intention. 

While we might be a sleep and loungewear brand, our designs are far from the traditional pyjama.  Without a second thought, you’ll find yourself gliding into your Reverie for a work-from-home meeting, farmer’s market run or brunch on the verandah.

Because in every sense, Reverie is delightful to wear. 

These are pieces that feel good against your skin. And thanks to exquisite cuts that celebrate the female form - in a full range of sizes from size XS through to 3XL - they look good too. 

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