Our story

AMIRA Collective was born from lived experience — not from a trend forecast. Founded by Brooke Jones after years of running retail stores in Australia, the brand was created in response to what she felt was missing in the industry: flexibility, longevity, and genuine support for the women wearing — and selling — the product. After navigating large leases, seasonal pressure, overbuying cycles, and the realities of wholesale, Brooke set out to build the label she wished she could buy from. One built on thoughtful fashion for the modern woman. The name Amira means princess — often interpreted as goddess. To us, AMIRA Collective represents the goddess within the collective — a celebration of women who are powerful, evolving, and deeply individual, yet connected through shared experience. Today, AMIRA Collective goes beyond the traditional fashion model — offering complimentary alterations, custom design services, and exclusive Pantone-dyed fabrics developed to align seamlessly with our capsule collections. Every piece is designed not only to be worn, but to work for you — your body, your lifestyle, and your wardrobe.

AMIRA Collective is about balance.
Beauty and function.
Freedom and grounding.
Business and wellbeing.
Travel and home.
When you wear AMIRA Collective, you’re not just wearing clothing.
You’re wearing considered design, lived experience, and a commitment to doing fashion differently.
Timeless.
Versatile.
Conscious.
Designed to move with you — wherever you’re headed next.

Our Why

Our philosophy transcends fleeting seasons. It is about making mindful choices, prioritising quality over quantity, and creating wardrobes that evolve rather than expire. Living and designing from our Bali headquarters in Seseh — surrounded by expats, Europeans, Australians, and global nomads — gives us unique insight into how women truly dress. Our pieces are designed for travel, warm climates, layering across seasons, and the realities of modern movement. We design for women who live fluidly between places. For women building businesses. For women balancing family and ambition. For women who want ease without sacrificing style. We believe fashion should be intentional. Not rushed. Not disposable. Not trend-led for the sake of it.

Our How

We manufacture responsibly in Indonesia, working closely with long-term factory partners Brooke personally visits and nurtures. By producing in considered runs and holding fabric rolls ready for flexible reorders, we reduce overproduction and dead stock — supporting a slower, more conscious model for both brand and boutique. Our placement prints and custom-developed hues are designed to integrate seamlessly with past and future collections, allowing wardrobes — and boutique floors — to merchandise effortlessly season after season. Our signature cotton-blend knitwear combines breathable natural fibres with durability and ease of care — perfect for packing light and living fully.

Every AMIRA Collective piece is developed with longevity in mind.

•⁠ ⁠Natural fibres that breathe in warm climates
•⁠ ⁠Capsule colour stories designed to mix and match across seasons
•⁠ ⁠Silhouettes created to flatter and move
•⁠ ⁠Inclusive sizing from XS to 3XL
•⁠ ⁠Dual sizing for flexibility and comfort
•⁠ ⁠Complimentary alterations for the perfect fit
•⁠ ⁠Custom design options using exclusive Pantone-dyed fabrics


Sustainability for us is not a marketing phrase — it is operational.

•⁠ ⁠Small-batch production
•⁠ ⁠Reorder-friendly systems to reduce excess
•⁠ ⁠Eco-conscious biodegradable cassava-root packaging
•⁠ ⁠Reusable totes with every purchase
•⁠ ⁠Long-term artisan partnerships

We are continuously refining how we operate to reduce waste and increase impact — because thoughtful fashion must extend beyond the garment.