Fit Out, Don’t Fit In
—A message from Eve, Founder & CEO of Project Emerald
I was recently listening to The Mel Robbins Podcast (love Mel!) featuring Shonda Rhimes, the creator of Grey’s Anatomy and Bridgerton, and one message really stayed with me.
Shonda shared a beautiful concept she uses with her daughter — the idea of “fitting out” instead of fitting in.
“Try to fit out as much as you can — embrace who you are and protect what makes you, you.”
It’s a conversation I want to have — and continue — with my own children. It’s such a powerful reminder to celebrate our differences, not hide them. And what better way to express that authenticity than through how we dress? Fashion has always been a mirror of self-expression and a driver of social change.
Think about it —
The denim revolution of the 1960s symbolised youth rebellion and freedom.
The punk movement in the 70s was all about individuality and challenging the norm.
More recently, movements like #WhoMadeMyClothes and sustainable fashion activism have turned wardrobes into statements for justice and the planet.
At Project Emerald, we believe that second-hand and sustainable fashion give us the freedom to fit out in our own way — authentically, affordably, and with purpose.
And this has sparked an idea we can’t stop thinking about — a nationwide fashion campaign celebrating authenticity.
A movement that encourages Australians everywhere to embrace who they are and use fashion as a way to “fit out” instead of fitting in. Because when we wear what feels true to us, we not only express our individuality — we inspire others to do the same.
To celebrate this concept, we’re giving every buyer a $10 Emerald credit for their next purchase when you make a purchase in the next 7 days.
We’ll be in touch with all purchasers after their order with the details.
Let’s make “fitting out” the new trend.
Express your true self. Embrace that authenticity.
Share your “fit out” look on Instagram and tag @projectemerald_ using the hashtag #FitOutWithEmerald for a chance to be featured on our page.
