Reverie The Label is a contemporary Australian womenswear brand known for its refined, luxurious take on resort, lounge, and sleepwear, with a core commitment to comfort, timeless style, and responsible production. Anchored in thoughtful design, the brand champions sophistication and serenity through collections meticulously crafted from premium natural fibers and certified sustainable materials. Each piece is made to make women feel effortlessly chic, no matter the occasion, echoing the belief that true elegance isn’t just what you wear, it’s a state of mind.
How Does It Work?
- Collections: Reverie’s offering spans elevated everyday dresses, relaxed tailoring, loungewear sets, nightwear, and seasonal resort capsule drops. The brand is celebrated for its organic cotton dresses, linen tailoring, and soft sleep sets that emphasize wearability and subtle details.
- Design & Production: With founder-driven curation, each item is designed for versatility and comfort. Reverie works exclusively with certified, low-impact manufacturing partners—many in Australia—to ensure every stitch meets high environmental and ethical standards. From material sourcing to fit testing, founder Danielle Holden personally oversees every step, embodying a meticulous eye and unwavering attention to detail
- Customer Experience: Free shipping on orders over $175, hassle-free returns, and easy size exchanges underpin a premium consumer experience. The brand encourages repeat wear and a curated wardrobe, with frequent customer testimonials praising quality and flattering fit.
Origin Story & Founders
Reverie The Label was established by Danielle Holden in Brisbane, Queensland, Australia. With a background in interior and industrial design, Danielle previously founded ethical activewear line dk active and ran a clothing manufacturing company—experience that informs Reverie’s seamless blend of function and elevated aesthetics. Inspired by becoming a mother and a need for garments that do more and last longer, Danielle designed Reverie to empower women at every stage of life, prioritizing comfort, femininity, and responsible consumption.
Customer Impact & Product Benefits
- Superior Fit & Feel: Reviews highlight how Reverie’s garments flatter all body types with line-skimming shapes and soft, breathable materials—made for repeat, all-day wear.
- Ethical Peace of Mind: Shoppers can trust that each purchase supports low-impact, fairly made fashion and reduces the environmental burden of disposable trends.
- Versatility: Reverie’s pieces can shift from lounge to lunch to the beach to bed, supporting the modern desire for sartorial ease and lasting value.
- Community: The brand fosters a loyal customer base driven by confidence, ease, and a sense of personality and fun in everyday dressing.
I love this organic cotton as it’s so luxurious to wear, so breathable, and it has a beautiful finish. Also the fit is flattering for my curvaceous body type.
Funding & Growth
- Reverie The Label remains privately owned and operated, with primary investment from founder Danielle Holden and her family. Start-up capital was sourced by reinvesting profits from DK Active and Danielle’s prior manufacturing business.
- As of 2025, Reverie has not reported raising external venture rounds, instead pursuing organic, profitable growth and leveraging strong repeat customer loyalty.
Key Milestones
- Brand launch in Brisbane, debuting the first capsule collection of resort-inspired loungewear and sleep sets.
- Grows digital presence, expands into international shipping, and secures key retail partnerships in Australia and abroad.
- Launches signature Tailored and Denim collections with a focus on meticulous fit and natural fibers.
- Becomes a cult favorite for weddings, travel, and work-from-home wardrobes as customer testimonials surge.
- Introduces new collaborations and ethical capsule collections, maintains a core made-in-Australia production model, and deepens commitment to sustainable sourcing and transparent manufacturing.
Future Outlook
Looking forward, Reverie The Label is primed to:
- Continue expanding ethically made offerings, including more linen tailoring, sustainable knits, and seasonless capsule edits.
- Launch limited-edition collaborations with like-minded designers and artists.
- Develop educational content and fit resources to help women build capsule wardrobes and buy less, but better.
- Grow e-commerce and selective boutique presence in Australia, New Zealand, and key international markets, remaining rooted in values of comfort, quality, and timeless appeal.
Reverie is a celebration of thoughtful design, where function meets beauty. Each piece reflects dedication to quality and craftsmanship, offering a sense of luxury without compromising on comfort.
