As we celebrate International Women's Day, we are honoured to kick off our series of interviews with inspiring women who have not only conquered the challenges of entrepreneurship but have also redefined the narrative in their respective fields.
As we celebrate International Women's Day, we are honoured to spotlight the remarkable journey of Cynthia Farchione, the visionary founder behind the acclaimed fashion brand, Atoìr.
Through creative collaborations with Australian fashion icons Rozalia Russian and Lara Worthington and viral brand exposure via a growing cohort of celebrity fans and It-Girls such as Sofia Richie and Kylie Jenner, Atoir has swiftly and firmly established itself as a wardrobe mainstay of the global style set.
Cynthia's International Women's Day Collection
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Atoir was born from a desire to make luxury attainable for the everyday girl. We are flooded with content from high end brands on influencers and celebrities alike and i had always found that the elevated level of detail that you get from those brands was impossible to find in the mainstream market. Whilst you can get some great basics and minimalist pieces, it was difficult to find product with intricate fabrics, or more complicated design and detailing at an achievable price. So that’s what the premise behind Atoir is.
Soon after creating Atoir, i found myself expecting my first child and having a very challenging pregnancy. With a lot of tenacity, i pushed through running the business while having a newborn and navigating all the changes through the industry and home life all at once. I like to think i have been able to show my female staff members that there is a way to have a happy and healthy work and home life and there doesn't have to be a choice between one or the other. I love creating products that make women feel they can stand out from the crowd, be unique. Even when we tackle something as toned down as a tracksuit collection, we always put our signature twist or detailing on every item. I like that we demonstrate to women that even for a school pick up you can still be out of active wear but casual chic. There is a whole different level of confidence you can exhibit when you’re able to look so effortless yet a little different from the rest.
I am a firm believer that there is no element of the business that the team should not be involved in. I want to hear their voice and feeling towards everything from creative to operations. Each of the women in our office are so different and in different phases of life. There is so much to be gained from respecting the voices of varied age groups, backgrounds and styles. Generally everything is a consensus. I generally come to work each day with wild ideas i’ve dreamt about the night before and together we talk about a realistic way of collaborating to make it come to life…. There’s nothing better than a strong team around you.
The biggest challenge of any small business is always the same. It’s cash flow and trying to control the uncontrollable the best you can. There is constant fluctuation in this industry, particularly when a predominant part of the business operates in overseas markets, so it is vital to try and act fast when you see changes in the market. Another challenge has been managing the success we have had with various collaborations and trying to keep a consistent message about who Atoir is and what we do. Sometimes with collaborative work, it is easy for the artist’s signature to blur those lines. We are aware of this now and know that moving forward, with any partnerships, it is vital we strongly represent ourselves in the offering.
The introduction of AirRobe is such an amazing initiative with where the world is at regarding circular economies and how the modern consumer actually wants to shop. There is something so reassuring in purchasing something knowing what you will likely be able to trade it for when the time comes to move on and providing a platform that takes all the hassle out of being able to do that. I personally was so excited to join this initiative when it was presented as i had been a consumer who had used AirRobe and purchased without hesitation, knowing that when i no longer needed that garment, i had peace of mind i could move it on hassle free and would go to it’s next home.