About Optionlaunch — Australian fashion, reimagined
We curate affordable, sustainable and on-trend womenswear for Australia — from seasonal summer edits to timeless workwear, with thoughtful local service.
Our mission
To make thoughtful Australian fashion widely available — prioritising fit, responsible fabrics and price points that suit everyday wardrobes across cities and regions of Australia.
- Locally minded sourcing and sizing
- Transparent pricing and quality
- Season-aware collections designed for Australian climates
Sustainable choices
We partner with brands that reduce waste and favour recycled or low-impact fibres. Our edit highlights pieces that last multiple seasons, and we provide easy care guidance to extend wear.
Sustainability at a glance
| Recycled content | 42% |
| Locally sourced styles | 68% |
| Return reuse rate | 18% |
The team
Amelia Reid
Founder & Creative Lead — Melbourne
Product & Design
Curates seasonal silhouettes, fit and fabric choices.
Customer & Operations
Ensures returns, sizing help and fast AUS shipping.
Our story — key milestones
2018
Optionlaunch founded in Melbourne
2020
First sustainable capsule released
2022
Expanded AUS-wide shipping
2024
Launched fit guide & size hub
FAQs
Yes — we ship to all Australian states and territories. Click 'Shipping' in footer for current lead times.
We offer a 30-day returns policy for unworn items. See the returns section in Privacy for full details.
We prioritise recycled polyester, organic cotton and low-impact blends where possible. Each product page notes fabric composition.
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