By HTE Founder, Erin Hughes
Textili Kaftans was born from a moment of inspiration far from home. While on a family holiday in Mexico, founder Chantal Hoare was drawn to the effortless beauty of traditional huipils worn by local women. The silhouettes, the simplicity, the way they were woven into everyday life — it all stayed with her. Back home, Chantal reimagined the huipil into something lighter and more wearable, designed for modern, everyday living.
At the heart of Textili is a love for kaftans: uncomplicated, timeless pieces that move easily with you through daily life.
Whether worn to the beach, out to dinner, or all day on holiday, they’re designed to be lived in. Easy to pack, easy to wear, and endlessly versatile, the kaftan became the brand’s signature piece and core focus
From the beginning, the vision for Textili was intentionally simple. Rather than chasing trends or expanding quickly, the brand centres around one key item, with every addition designed to complement the kaftans rather than compete with them. This philosophy has naturally guided the brand’s evolution. More recently, belts sourced from Guatemala and Mexico have been introduced, with hand-beaded styles from Kenya soon to follow. These accessories add colour, texture, and a sense of play — worn with kaftans or paired just as easily with jeans.
What truly sets Textili apart is its commitment to small-batch production. Each kaftan is made in extremely limited quantities — often as few as ten per colour.
As the business grows, this may increase slightly, but never into the hundreds. It’s a deliberate choice rooted in Chantal’s own experience as a consumer: when investing in a higher-priced piece, there’s something special about knowing it’s not widely owned. This approach also aligns with Textili’s broader commitment to slow fashion and thoughtful consumption.
Running a fashion brand has come with its share of unexpected lessons. One of the biggest misconceptions, Chantal notes, is that product design is the main focus. In reality, it takes up the least amount of time. Building a business requires wearing many hats — from marketing and logistics to customer service and problem-solving — often all at once.
Resilience has been one of the hardest but most important skills to develop. Choosing not to give up has been the toughest decision so far.
Like many founders, Chantal has faced challenges that don’t always get talked about, including negative comments on social media. Experiencing even a small amount of online criticism firsthand highlighted just how impactful it can be. It’s reinforced the need for a thicker skin, especially as the brand grows and visibility increases.
Despite this, community remains one of Textili’s greatest strengths. The brand is supported by a loyal network of friends and locals — so much so that it’s not uncommon to see multiple kaftans walking down the street or along the beach. That kind of real-world visibility is the most meaningful feedback of all.
There’s also been plenty to unlearn along the way. One surprising shift has been letting go of the idea that “nice” clothes are reserved for special occasions.
Textili kaftans are designed to be worn often — to the supermarket, the beach, on holiday, and everywhere in between. The more they’re worn, the more they become part of everyday life, which is exactly the point.
Keeping the business intentionally small is a non-negotiable value. Textili is designed to be run solo, from home, without the pressure to scale beyond what feels sustainable. This approach keeps overheads low, aligns with slow fashion principles, and allows Chantal to maintain control over every aspect of the brand. Juggling Textili alongside three part-time jobs means time is limited, but it also brings clarity and momentum — decisions are made quickly, and progress keeps moving forward.
Looking ahead, success for Textili isn’t about world domination. In five years, it’s about consistency.
A strong summer season in Australia, paired with growing sales in the Northern Hemisphere during its summer, would be the dream — enough to keep the business healthy, profitable, and true to its original vision.
Right now, there’s plenty to be excited about. After completing an intensive Meta Ads course last year, Chantal has started putting those learnings into practice for the first time. It’s been overwhelming and daunting, but seeing early traction has made the effort worthwhile — a reminder that slow, steady progress is still progress.
Textili Kaftans is, at its core, about ease, intention, and wearing beautiful things every day — not someday.
