Three years ago, Chloe de Winter co-founded Nala with a mission to redefine what inclusivity really looks like in fashion. What started as a small online label has evolved into one of Australia’s most talked-about brands, is stocked at David Jones and recognised worldwide for its fearless, body-diverse campaigns.

From floating a giant inflatable breast down the Yarra River to launching the viral “It’s Just a Boob” billboard, Chloe has never been afraid to challenge convention. For her, every campaign isn’t just about underwear , it’s about visibility, conversation, and change.

Now, as Nala celebrates its third birthday, Chloe reflects on building a brand that refuses to be censored, the power of authenticity, and what it takes to run a business that’s equal parts purpose and personality.

• Nala has become a symbol of fearless inclusivity. What was the defining moment that made you realise this brand was becoming a movement?

To be honest, there hasn’t been one moment. We were lucky enough to gain traction from the moment we launched in 2022 and I guess it’s just built more and more as time has gone on. I remember early on when influencers we gifted Nala products to, were coming back and purchasing more. That was exciting to us!

• Some of your campaigns have sparked strong reactions. How do you balance staying authentic with handling public controversy?

We built Nala on a strong set of values and we hold true to those values when responding to anything publicly. I guess when something really grinds our gears, we can’t shut up! E.g. Virgin Australia forcing Dr Elise Turner to leave the airport lounge for using her breast pumps in public. If you missed it, we set up a billboard outside the Virgin terminal calling them out. When you have a platform, you have a voice and we like to use it for the right reasons. 

• From an online start-up to being stocked at David Jones, what lessons have you learned about scaling a values-driven brand?

Stay in your lane, and focus on your brand first. It’s easy to get distracted by the noise, but if you focus on what’s important, you should be good! Also focus on the issues that matter and that really affect you and the brand, and try to let go of others that don’t matter as much. You can’t be perfect, especially as you scale. 

• Inclusivity has become a marketing buzzword for many. How do you make sure it remains a genuine part of Nala’s DNA?

For Nala, it’s about building inclusivity into the other elements of the business, it’s not about appearances. That means actually designing and creating products for a diverse group of people. We do this through offering a wide range of cup sizes A to K and sizing XS to 6XL. We also offer gender neutral products, which we designed in partnership with The Equality Project. We’ll always champion a diverse array of bodies, sizes and genders. 

• What has been your proudest moment as a founder over the past three years?

Launching into David Jones would be up there! It still feels surreal seeing Nala on the hangers in the lingerie department. 

• As Nala continues to grow, how do you see the future of representation and body diversity evolving in fashion?

I’m hopeful that other brands continue to evolve in the space. There is so much room to grow, especially in the lingerie industry which has traditionally only showcased one body type. Women are so sick of feeling unrepresented in fashion and I’m excited to see where it goes.