ABOUT
Lovelorn July is an emerging women’s wear label founded by Kelly Bingham in Brisbane, Australia. With a lifelong fascination for fashion and its power to create escape into a world of whimsy and femininity, Kelly pursued her dream of designing romantic, 1890-1950's inspired occasion wear with a modern twist. Lovelorn July invites like-minded women to immerse themselves in a universe of romance, nostalgia, and delicate beauty.
Our Story
During her studies, Kelly deepened her understanding of the societal and environmental impacts of the fashion industry. Determined to create differently, she built Lovelorn July on a foundation of ethical and sustainable practices. The brand operates as a slow fashion label, offering eco-conscious consumers seasonal, limited-release mini collections crafted with care. Many garments incorporate recycled and deadstock fabrics, making each piece truly unique and one-of-a-kind.
The name Lovelorn July is itself a love story. Inspired by Kelly’s now fiance — her greatest support throughout this journey — it reflects the serendipity of their reconnection. First meeting as children, they shared an unexplainable bond before life led them apart for over 15 years. During that time, Kelly would often think of him each July, his birth month, longing for the spark they once shared. That enduring feeling — lovelorn, an archaic word for unrequited love — became the perfect expression of her story and her brand. Now reunited, their love and Kelly’s vision intertwine within every collection.
Sustainability
Our designs incorporate a range of intricate details, including embroidery, soft print design, romantic, floaty yet structured silhouettes, expertly crafted by our artisans, designers and garment workers ethically. We ensure the materials for our designs are selected with sustainability in mind, favouring ethically produced natural fibres such as silk, linen and cotton and eco-conscious trims that are designed to be worn time after time. We take circularity seriously and have considered end-of-life options for our garments, offering customers a resale facility, lifetime repairs on all of our garments and a recycling facility for garments unable to be resold, where the materials will be salvaged for our future eco-conscious collections.
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While we are operating as a small, slow-fashion brand, we endeavour to continually keep up to date with new technologies and innovations that might allow us to become even a fraction more sustainable than yesterday. We have big ambitions, watch this space.
Manufacturing
At Lovelorn July, we pride ourselves on our ethical and sustainability practices. Ensuring all employees throughout our supply chain are paid a living wage, and sourcing the most sustainable materials possible for our dreamy collections are our two highest priorities. You can be guaranteed when purchasing a Lovelorn July piece that it is made with love, with every detail carefully considered and crafted by one of our skilled garment workers, pattern makers and artisans. This care and attention to detail also aims to extend the longevity of the garment, ensuring you can enjoy your Lovelorn July piece for many years to come.
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​Currently, we use a mix of on-shore manufacturing here in Australia, as well as some manufacturing abroad in China for certain garments that aren't easily created here. We take pride in supporting our local Australian fashion, textiles and garment industry, where we can and will continue to research into options for local sourcing and manufacturing, updating our practices with any new information we discover.