Founder's Story

After giving birth to my daughter, Myla, I became more aware of the hidden expectations placed on women, how we're often made to feel we should look and act a certain way.

Growing up, I spent so much of my life trying to fit in. I remember running to the bathroom after every PE class because I was embarrassed about sweating. I even tried to change my accent because I sounded different to the people around me, instead of accepting that it was simply part of who I was.

Looking back at photos of my younger self, I wish I had been kinder to her.

Motherhood changed my perspective. While my confidence is stronger than it has ever been, I still have moments where I struggle with body image and self-doubt. Those experiences made me realise that confidence isn't something we suddenly achieve, it's something we choose to build, one day at a time.

That's why I created ALORA.

I wanted to create more than activewear. I wanted to design clothing that women could reach for every day pieces that feel effortless and confidence boosting, whether you're heading to a pilates class or simply running errands. Clothing shouldn't be another pressure or expectation; it should help you feel like the best version of yourself.

Inspired by who she's becoming isn't just our tagline, it's the belief behind everything we do. We believe every small step forward matters, every woman deserves to feel comfortable in her own skin, and every version of yourself is worthy of celebrating.

Every ALORA piece is designed to move with you through every stage of your journey, not just physically, but personally. My hope is that when you put on ALORA, you're reminded that ambition is something to be proud of, progress is always worth celebrating, and becoming your best self is a journey worth embracing.

— Taryn Lee
Founder, ALORA