Baaby was established in 2015, with a high-end yet sustainable approach to creating beautiful pieces for the everyday modern woman. We wanted to create a brand with sustainability and ethical manufacture at the core of its values, that did not contribute to the carbon footprint of the fashion industry.

From the very beginning our swimwear and apparel has been proudly and ethically manufactured in Australia, our swimwear made from certified recycled nylon since the very first collection. Since the introduction of apparel in 2020 we have strived to use only natural, organic and sustainably certified fabrics. 

All designing is done in house at the Baaby Melbourne studio. We support local businesses in every way we can, from patternmakers, cutters, fabric suppliers, accessories, printers and packaging supplies. During the development process every style is sampled meticulously and fitted to various body shapes to ensure a perfect fit.

Baaby is about providing quality, comfort and style in the most ethical and sustainable way we can.


Baaby was founded by Amelia Mercoulia in 2015 several years after graduating from Box Hill and then RMIT fashion universities. Her core values reside with human welfare and caring for the environment. After much deliberation about whether it was ethical to own a fashion business at all, she decided to embrace an industry that was undoubtedly here to stay, and push for change by creating a label where fashion, ethics and sustainability could coexist as one. 

It is for this reason that Baaby has always been manufactured in local transparent factories where she can visit frequently and see first hand that garment workers are treated fairly and respectfully. Since the very first swimwear collection in 2015 Baaby has been made from certified recycled nylon, and in 2020 with the introduction of apparel a strong focus on natural fibers and sustainably certified fabrics. 

Amelia’s goals are to exclusively work with deadstock, recycled and natural materials and work towards a circular business where clothes can be bought back, re-sold and remain in circulation for longer. She believes in “buy less, buy better” and strives to create garments of the highest quality that will remain in your wardrobe for many years, be passed down to the next generation when you no longer have use for them, and decompose quickly and kindly in the earth if they ever reach landfill.