Hi Friends,
I hope you are all keeping well.
I’ve been holding onto this story for a while now, pieces of my journey I haven’t shared fully before. It’s raw, it’s real, and it’s not a neatly tied-up ending. But maybe that’s the point, life isn’t perfect before it’s worth sharing.
Many of you have been with me since Fashion Music Friends, that little store in Potts Point. It wasn’t just retail. It was a refuge. A place where women came not only to shop but to connect, to laugh, and sometimes to cry. Somewhere along the way, we became the community’s retail therapy, a space where stories were shared, friendships were built, and strength was quietly exchanged.
Behind the scenes, I was someone who had gone through my fair share of challenges. Growing up I had experienced bullying, worked in toxic workplaces, had my fair share of difficult relationships, business betrayals, moving countries, and the physical pain of living with endometriosis. There were times I felt like I was surviving more than I was thriving. But I kept getting back up.
And in those moments where I felt like I was barely holding it together, the women around me reminded me that I wasn’t alone.
Over the years, I met women from all over the world who had faced their own battles, new mums rediscovering themselves, women walking away from unhealthy relationships, and those managing chronic illness while chasing their dreams. It made me see our activewear differently. For many, these weren’t “just clothes” they were armour.
A daily reminder of their strength. Something they put on and instantly felt ready to face the day in. I started to see that each piece we made could be a turning point for someone, a moment of courage, a spark of confidence, a piece of their personal comeback story.
When I moved to Ibiza, everything changed. I rebranded under my own name, Amber Maxwell, not just as a business decision, but as a declaration. I wanted the brand to carry my full voice, my full truth, and to build something that connected fashion, music, and movement in a way that felt completely authentic.
Out of that vision, the Movement Series was born, aerobic and dance-style workouts set to music I had written during some of my most personal moments. I filmed them in Ibiza and released them on YouTube because I wanted them to be accessible to anyone who needed a reason to move, to feel uplifted, to get going if they were up against some challenging things, or to simply just reconnect with themselves. Each workout is filled with encouragement because I know, sometimes you don’t just need exercise, you need someone to remind you you’re capable, even when life feels heavy.
Now, every part of what I create, from the activewear to the music to the Movement Series, is designed to work together. To give you strength when you need it most. To remind you that you’re part of a community of women moving through challenges, not just around them.
Because this isn’t just about style. It’s about showing up for yourself. It’s about one piece of activewear at a time, one workout at a time, one song at a time, until those small moments add up to something bigger.
This is our story and I’d love for you to be part of it. Because it’s only just beginning.
Much love, Amber x