Meet Chulle, the Australian label making capsule styles with a playful twist
IMAGE VIA @__chulle/instagram
AS TOLD TO CHLOE ROUSSY
“Growth isn’t linear and there’s no roadmap you can follow when starting a label.”
Michelle Leonie always knew she would end up working in fashion. Spending her time making mood boards and collages when she was young quickly evolved into a passion for design, and led her to study fashion entrepreneurship at Istituto Marangoni in Milan. It was during her master’s degree in 2021 that her label, Chulle, was first conceived.
“At the time, [creating Chulle] felt like a way to explore my ideas without the pressure of turning them into something real,” Michelle says. The idea stuck, and two years on, in 2024, she officially launched her label. “It was scary to put something out into the world with my name on it and to imagine people wearing my designs.”
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In the beginning, Michelle embraced the hands-on nature that often comes with launching a small business. “It was slow and at times overwhelming, but starting small gave me the space I needed to make mistakes and figure things out. I learned so much in the process.”
Chulle has since scaled up, with an in-house production team set up in Michelle’s hometown in Indonesia. “Keeping production close to home is important to me and I love being so involved,” she says. Committed to reducing waste, every collection is made in small runs, based on demand.
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Fashion Journal: Hi Michelle! Can you tell us a little bit about yourself and your fashion background?
Michelle: Hi, I’m Michelle Leonie. I’m based in Melbourne but originally from Indonesia. I’m the founder and designer of Chulle . I studied a Bachelor of Fashion Design and also did a master’s degree focused on fashion entrepreneurship, which later became the starting point for the brand.
How did Chulle get started? Talk us through the process and the challenges.
Even when I was young, I always knew I would end up doing something in fashion. When I was a kid, I used to make little mood boards, collages and create designs for fun. It was my favourite way to express myself.
Chulle officially launched in August last year but it actually began as a project during my master’s degree in 2022. At the time, it felt like a way to explore my ideas without the pressure of turning them into something real. Launching and creating an actual brand was a huge step for me. It was scary to put something out into the world with my name on it and to imagine people wearing my designs.
When I started, I sampled everything myself. It was slow and at times overwhelming, but starting small gave me the space I needed to make mistakes and figure things out. I learned so much in the process.
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What were you trying to achieve from the project when you launched and how do you see it evolving?
When I started designing Chulle, I just wanted to make clothes that felt like me — pieces that were easy but still chic. I was tired of feeling like I had to dress a certain way to be taken seriously or feel put together.
As the brand has grown, I’ve expanded my focus. I’m trying to pay more attention to how my garments are made and how they feel to live in, not just how the designs look. Everything is made from scratch by our small team and we’re intentional about not overproducing. I want to create items that last, wardrobe staples that people reach for over and over.
Can you tell me a bit about how you source your materials and your supply chain?
All of our materials are sourced in Indonesia, where our small in-house production team is also based in my hometown. Keeping production close to home is important to me and I love being so involved. It means I can be hands-on in every step. We make everything in small runs, based on actual demand.
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How are you able to keep your prices relatively low, given you’re a small, Melbourne-based label?
Honestly, I didn’t expect the brand to grow so quickly in its first year. I was still figuring things out and testing what felt right in terms of pricing. So, the prices started low and they’ve stayed that way for now. I know it might not be as “scalable” in the traditional business sense, which can feel scary sometimes but I want my designs to be accessible. Being thoughtful about fashion shouldn’t be a luxury.
How would you describe Chulle to someone who’s never seen it before?
Minimal with a twist. It’s pieces you’re going to reach for again and again.
What are you most proud of in your work on your label?
I’m proud of two things. First, how much we’ve grown in just one year, faster than I ever imagined. I’m deeply grateful for the support that’s made it possible. Second, that growth has meant I could build our own in-house team. Now, every piece is made by people I know and trust, which lets me be part of every step and stay true to the values I started with. Seeing people wear the pieces in their own way, across different parts of the world, is something I’ll never take for granted.
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What do you wish you knew when you started?
That growth isn’t linear and there’s no roadmap you can follow when starting a label. There are a lot of unknowns and moments where you just have to figure it out as you go. Even though I have my degrees in the industry, I’ve found there’s still so much to learn but it’s been a really valuable learning process. I’ve also learned you can’t please everyone and that’s okay.
What do you think is most exciting about Australian fashion right now?
It’s refreshing to see designers focusing on strong ideas, thoughtful design and a slower way of working. There’s a clear shift toward building something with intention and originality rather than chasing volume and that’s where the most interesting work is coming from.
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Who is in your wardrobe right now?
Honestly, since starting my brand, my own pieces have been in full rotation. I wear the Soma Skirt religiously and with the colder weather, I’ve been living in the Astrid Jacket. It’s so comfortable but I never feel like I’m compromising on style.
How can we buy one of your pieces?
Everything’s available online at chulle.com.
Keep up with Chulle here.
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