Fashion with Purpose: My Journey from the Shop Floor to Industry Change-Maker
Written by Jude Kingston
If you had told me when I was 18 that fashion would become both my lifelong career and a personal mission, I might not have believed you. What started as a love for creativity and aesthetics turned into a global journey that’s taken me from the shop floor to the boardroom, and today, to the frontlines of change within the industry.
I’ve dedicated more than 30 years to the fashion world. I’ve been fortunate to lead multi-million- dollar retail operations, shape product strategies for national and international brands, and collaborate with incredibly talented people from all corners of the globe. But while fashion has given me so much, it’s also opened my eyes to the cost many in our industry pay—quietly, and too often, invisibly.
I began my career in fashion buying, a role that allowed me to combine business and creativity. Back then, it was all about forecasting trends, negotiating margins, and getting product to market fast. I thrived in that high-stakes environment, eventually moving into senior leadership roles where I managed large teams and retail businesses across Australia, New Zealand, and internationally. From Myer and Cotton On to Super Retail Group, I was immersed in the mechanics of the industry and felt incredibly proud to help build and scale these iconic brands.
But behind the glossy campaigns and fast-paced retail wins, I began to notice the emotional toll this work was taking—not just on me, but on so many of the talented people I worked with. Anxiety, burnout, imposter syndrome, isolation—these weren't isolated stories. They were recurring themes, whispered in quiet moments between deadlines, fittings, and store openings.
The fashion industry, for all its beauty and brilliance, has often demanded perfection and resilience at the expense of wellbeing. There’s a kind of unspoken expectation to always be “on,” to never show weakness. And for creatives, designers, buyers, and retail staff alike, that pressure can be overwhelming. I knew we could do better.
“Whether you're a designer, educator, retailer, or changemaker—let’s start a conversation. Join us at Mind Your Fashion or reach out to collaborate, mentor, or support this movement”
That realisation was the seed that grew into Mind Your Fashion, the charity I founded to support mental health in the fashion and creative industries. It wasn’t just a response to a problem—it was a commitment to creating cultural change from within. Through education, advocacy, and practical mental health programs, we aim to support individuals and workplaces alike. No one should feel alone or unsupported in an industry built on expression, identity, and storytelling.
Of course, launching a charity was a learning curve of its own. It required a different kind of leadership—one grounded in empathy, advocacy, and community-building. But the work has been deeply rewarding. We've delivered wellness workshops, mental health talks and collaborations, and open conversations in boardrooms and design studios alike. We partner with New York Fashion Week each year and work with well know fashion icons and celebrities to expand our reach and message. The response from the industry has been humbling and affirming.
Mentorship is another part of my journey that continues to drive me. I’ve always believed in lifting others as you climb, and today I work closely with emerging designers, retail teams, and students to help them navigate the highs and lows of this industry. There’s nothing quite like seeing someone find their voice and their vision, knowing you’ve played a small role in that evolution.
Looking back, there have certainly been challenges. Balancing commercial expectations with personal values hasn’t always been easy. As a woman in leadership, I’ve had to prove my worth many times over. I’ve made mistakes. I’ve faced burnout. But every twist in the journey has shaped who I am and reinforced why I do what I do.
Today, I’m more inspired than ever—not by runway trends or sales targets, but by the people who make up this industry. The emerging creatives who are blending sustainability with style. The retailers who are prioritising mental health. The designers who are redefining what fashion means in a post-pandemic world. There is so much energy, so much heart, and so much potential to create something better—together.
Fashion is more than clothes. It’s culture. It’s identity. It’s an economic powerhouse, yes—but also a human one. And it’s time we treat it that way. Whether I’m advising a business, mentoring a young creative, or leading a workshop through
Mind Your Fashion, my purpose remains clear: to create a more compassionate, sustainable, and empowered fashion industry—for everyone in it.
