In an industry obsessed with outward appearances, what if we made decisions by listening to our body and not just looking at it? If clothing choices came from a place of self-awareness, how would that change the way we design products and run fashion businesses? Victoria Lister approaches her work from this perspective. In episode 124, she shares what made her start listening to her body and what that has meant for her underwear and lounge brand Hummingbird Pie.
Victoria is the founder and owner-operator of Hummingbird Pie, an Australian-based, micro-business that has supplied women with luxe, everyday basics since 2015. The business was born from Victoria’s personal quest to solve the problem of thigh chafing without resorting to shapewear – a challenge that led her to create Hummingbird Pie’s flagship product, long-legged underpants known as ‘Longerpants’.
Today, the range has expanded to include outer as well as underwear, designed to help women of all ages, stages, shapes and sizes to feel at home in themselves – not reshaped, but supported, relaxed and free to be. Hummingbird Pie fits in and around Victoria’s work as a researcher, with the help of her wonderful husband and two dear friends who work casually on different aspects of business, and local suppliers and manufacturers.
This episode explores:
Fitting the customer
- How the Hummingbird Pie target customer has expanded since the start of the business
- The mindset that unites Hummingbird Pie customers
- What makes Hummingbird Pie garments different
- The relationship Victoria wants her customers to have with Hummingbird Pie clothes
Fitting the lifestyle
- The challenges of scaling a cottage business
- Why new products don’t always start with design
- What gave Victoria the courage to start a business
- The behind the scenes lifestyle that supports Victoria’s business
Fitting the values
- How Victoria’s self-awareness and valuing her body influences her approach to design
- Why Victoria prefers working with other collaborators instead of learning how to do everything herself
People and resources mentioned in this episode:
Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.