When we partnered with Cotton Australia, we wanted to get to know the people behind the fabric. Brooke Summers is as passionate about Australian Cotton as the farmers who grow it. Here, she shares why it is regarded amongst the highest quality in the world, why traceability is becoming increasingly significant in fashion supply chains and how our local cotton production is becoming even more sustainable.

For more than 85 years, we’ve been by your side, dressing you through life’s many chapters. But style is just one part of our story. This International Women’s Day, we wanted to do more than dress you—we wanted to truly hear you.

That’s why we created The Story of Us survey: to understand the complexities shaping the lives of Australian women today. More than 16,000 of you generously shared your experiences—your challenges, triumphs, and truths.

We asked for your voices not just to listen but to learn—so we can better support, advocate for, and celebrate women in meaningful ways.

Ahead of International Women’s Day, and in the spirit of this year’s IWD theme, For ALL Women and Girls: Rights. Equality. Empowerment, we’re shining a light on your stories.

The Top Challenges Facing Women Today

Women across Australia are juggling more than ever — from careers and families to an ever-evolving sense of self. When asked about the biggest challenges facing Australian women today, the cost of living emerged as the most significant concern, with 29% of respondents naming it their top challenge. Mental health followed closely behind, with 22%, while another 22% pointed to domestic violence as a persistent and pressing issue. Access to healthcare and gender inequality also featured prominently, suggesting that, despite social progress, structural barriers remain.

The Mental Load: A Silent Weight

The survey also shed light on the invisible burdens many women carry at home. A staggering 68% reported shouldering the majority of their household’s mental load, with 44% admitting this responsibility negatively impacts their mental health. Additionally, only 36% of women feel appreciated for the invisible work they do at home, with 27% feeling entirely unappreciated.

Juggling careers and families has left many women feeling stretched thin. Two-thirds of respondents spend less than three hours per week prioritising themselves, a stark reminder of how self-care is sacrificed under the weight of daily responsibilities.

Everyday Safety Concerns

The survey revealed deeply concerning insights about safety and security. More than half — 54% — of respondents said they do not feel safe walking alone in their neighbourhoods at night. Workplace inequality remains another area of concern, with 71% of participants stating they believe women do not have equal opportunities to men in the workplace. These findings reflect the broader societal challenges that impact women’s sense of security, our opportunities to thrive, and a collective desire for safer, more inclusive public spaces.

Women’s Health Deserves Better

73% of women surveyed don’t always feel adequately supported by healthcare providers, with 36% navigating perimenopause or menopause—stages of life that bring their own challenges, often without the care they need. This gap in understanding underscores the urgent need for better-informed healthcare practices and resources tailored to women’s evolving needs. Even in 2025, women are still fighting to have their health taken seriously.

A Crisis of Confidence

When asked why, 24% said the natural changes in their bodies had impacted how they feel about themselves, 15% pointed to body image struggles, and 15% cited family responsibilities. Financial stress and mental health challenges also emerged as significant factors, each affecting 11% of respondents. These findings reveal the deeply personal and multifaceted nature of confidence — a reflection of the shifting demands women face every day.

The Power of Personal Style

Despite these challenges, fashion remains a source of empowerment for many. Half of the participants described clothing as a confidence booster, with 33% seeing it as a form of self-expression. Comfort has become a dominant wardrobe consideration, with 62% of respondents saying they now prioritise it more than ever.

Our Style Habits

So, how do Australian women engage with fashion today? For 46% of women, it involves a hybrid shopping experience that blends in-store discovery with online convenience. Another 49% remain loyal to traditional brick-and-mortar stores. Inspiration, however, is overwhelmingly digital: 43% of women look to online retailers for wardrobe ideas. When it comes to spending, 39% set aside between $50 and $100 each month for their wardrobe, while 32% invest between $100 and $200 in style.

Sustainable Style: A Growing Focus

Sustainability is increasingly on women’s minds, with 80% of women considering the environmental impact when purchasing. This conscious approach extends to wardrobe clear-outs, with 82% choosing to donate unwanted items to charity, 12% passing pieces on to family or friends and a small number opting to recycle them through programs like Sussan’s Upparel partnership. These habits reflect a growing awareness of fashion’s lifecycle—and the desire to make more thoughtful, responsible choices.

What Brings Us Joy

Amid life’s demands, many women find joy in simple moments. When asked what brings them the most happiness, 41% pointed to time with loved ones, while 39% said it’s the small everyday pleasures—like a morning coffee or a peaceful walk—that lift their spirits. These results highlight the importance of slowing down, savouring the little things, and prioritising meaningful connections.

Advice Across Generations

When survey participants were asked for words of wisdom, women of all ages echoed a common message: “Be yourself.” Phrases like “Love yourself,” “Believe in yourself,” and “Be kind to yourself” were among the most frequently shared advice they’d offer their younger selves.

This enduring theme of self-acceptance highlights the lifelong journey of confidence and identity, reminding us that while external circumstances shift, the most enduring lessons remain: self-belief, self-compassion and staying true to who you are.

Shaping the Conversation for the Future

The realities shared in The Story of Us survey are deeply important, and we don’t take them lightly. These findings go beyond statistics—they are real experiences, real challenges, and real moments of resilience. By sharing them, we aim to amplify the voices of Australian women and bring attention to the issues that matter to them most.

But listening is just the first step. We’re committed to turning these insights into action—whether through the initiatives we invest in, the causes we support, or how we design our products to better serve women at every stage of life. There’s always more to do, and we welcome these conversations as part of our ongoing commitment to advocating for and supporting the well-being of women today and into the future.