Hello to our beautiful community at Amber Maxwell!
It’s still me, Amber Maxwell, and I’m thrilled to connect with you again. For those of you who know me from Fashion Music Friends and for those who are new under the Amber Maxwell name, welcome! This is our first blog post, and I’m excited to share the journey, the stories, and the vision behind our brand with you. Over the coming weeks and months, we'll be diving into our events, inspirations, and the vibrant community we're building together as we celebrate 10 years as a company this year. It's a perfect time to kickstart our blog and continue this journey with you all.
The Evolution to Amber Maxwell
Amber Maxwell is an activewear brand that represents more than just clothing, it embodies a journey of personal and professional growth. My previous venture, Fashion Music Friends, was a dynamic business where I engaged deeply with women and men through fashion. My stores, located in Bondi, Paddington, and Potts Point, were vibrant spaces where I styled women from all walks of life, listening to their stories and connecting on a personal level. These experiences were instrumental in shaping my vision and understanding of what fashion means beyond the surface.
Fashion Music Friends began as a pop-up store under my name in Bondi Beach. The pop-up was called “In Her Shoes with Amber Maxwell,” presented by Fashion Music Friends. Here, I sold clothes from my wardrobe, pieces collected from my journey in fashion and music. This pop-up store, launched on my 30th birthday in November 2014, marked the beginning of my journey to discovering my brand's roots, which ultimately led to Amber Maxwell.
Transitioning to Amber Maxwell
As the fashion industry evolved and the world faced unprecedented changes, I realised it was time for a new chapter. During the COVID-19 pandemic, while residing in Europe, I took the opportunity to reflect on my journey and rebrand my business. This period of introspection led me to embrace a more personal vision, ultimately giving birth to Amber Maxwell.
Rebranding was not an easy journey. It involved countless challenges, from logistical issues to redefining our brand identity. There were moments of doubt and obstacles at every corner, but each hurdle was a step towards creating something truly meaningful. The transition to Amber Maxwell allowed me to bring forth a brand that not only represents my personal journey but also addresses the evolving needs of our community.
In Ibiza, I discovered my true authentic self and all I had been through to get there. It was here that Amber Maxwell was reborn.
What Amber Maxwell Stands For
At Amber Maxwell, our goal is to create activewear that makes you feel fantastic while also being stylish, comfortable, and durable. Our designs are crafted from eco-friendly fabrics, perfect for fitness, work, and everyday activities. We aim to provide pieces that integrate seamlessly into your wardrobe and support you throughout your day.
Because I am someone who truly values the mind-body connection, I understand the importance of moving your body to move your mind. This realisation is where activewear became something much more to me than just a brand. It was here where I could not only style and dress women in pieces made for comfort and style but also motivate them through my journey of moving your body to move your mind. Through my music and my health and fitness journey, I promote movement and mindfulness because it’s all connected. When you feel good, you look good, and you can truly shine and conquer all you are working on, no matter your situation or circumstances.
Since our relaunch, we’ve been embraced by stores, Pilates studios, beach clubs, and online retailers worldwide. Our pop-up events continue to celebrate music, movement, and mindfulness, reflecting the core values of our brand.
Empowerment Through Fashion and Music
The biggest influence on my journey has been the people and connections I've made through fashion and music. These relationships have been the driving force behind my evolving vision. Over time, I noticed shifts in how people were buying and what the fashion industry needed. I’ve always focused on creating trends rather than following them, believing that style is an expression of personality and how one feels in their clothing.
With a background in fashion wholesale, design, production, retail sales, and management, I brought my talents and expertise in both fashion and music to the store. Music was my escape and my passion, where I performed at events like Vogue Fashion Night Out with Ted Baker, Melbourne Cup Day at the Museum of Contemporary Art Australia, club nights in Kings Cross, boat parties in Perth, in recent times Agroturismo Atzaro Ibiza for the release of my own original track Me, Myself and I and my devoted studio sessions, where I really can be myself as I am sitting in my comfy activewear, writing and recording music and really in my element. What I loved most was the way I delivered the events I did when I would perform getting people up on the dance floor and making them feel great in their bodies, helping shift their moods.
I will never forget the moment I was singing at the Melbourne Cup event at the Museum of Contemporary Art where there were over 300 tech men and women (mostly men). Nobody was interested in mingling, socialising, or getting anywhere near the dance floor. I remember feeling extremely nervous not only to sing on stage but also to try to motivate the people at the event. It was here I realised I had something more in me than just being a performer. I am someone who comes with a presence, good energy, and someone who can really get the crowd going. Within seconds, I was off the stage and onto the dance floor, grabbing people by the hand to join me. Before long, the whole room was dancing. That moment was profound, it encapsulated the essence of what I aim to achieve through my brand: connection, movement, and empowerment.
MUSIC IS THE ANSWER
The Power of Community
''ALONE WE CAN DO SO LITTLE; TOGETHER WE CAN DO SO MUCH''
Since we relaunched under Amber Maxwell, women from around the world have shared how our activewear has positively impacted their lives, giving them confidence and motivation to stay active. I believe in Yves Saint Laurent’s quote, “It’s not the dress that makes a woman, but the woman who makes the dress.” For us, it’s “It’s not the activewear that makes a woman, but the woman who makes the activewear.” Another powerful quote by Anne Klein says, “Clothes won’t change the world, the women who wear them will.” The stories and journeys of the women I’ve dressed, from Australia to Asia, Europe, the US, and beyond, have been inspiring and healing for me.
What I’ve learned most is that we all come from the same place, no matter who we are or where we’ve come from. It’s up to us to make something of ourselves and our talents. Through my journey, I’ve recreated my brand under my own name, not only with my fashion work but my music too. I’ve started writing and recording more music to deliver something special and heartfelt, taking you on a journey to finding yourself.
With my music and activewear, I’m excited to release something extra this year to bring everything to life because it’s needed now more than ever. Now is the time to get out of our heads and back into our bodies through music, movement, and mindfulness.
A Look Back: The Early Days
Little Amber Maxwell in dance costumes, winning awards and the second pic is of me styled in a dress made out of Grace Bros shopping bags (now known as Myer).
Guess my career was always in the making:
Music, Movement, and Mindfulness.
I cannot wait to share this journey with you at Amber Maxwell and hope to continue inspiring you along the way.
With love and gratitude,
Amber Maxwell