Five years after launching fashion label Beare Park, founder and creative director Gabriella Pereira is stepping into one of her most significant projects yet: designing a new wardrobe for CommBank’s frontline staff across the country.
For Pereira, considered design and function has been the foundation of her Sydney-based label, which she launched in 2021 to fill a gap in the market for modern women’s workwear.
She will take this same philosophy to CommBank's national uniform transformation. It’s a milestone that speaks not only to Beare Park’s momentum, but to the evolving role small businesses play in shaping Australian culture.
A wardrobe built on confidence
For Pereira, the brief wasn’t just about uniforms – it was about how people feel when they get dressed for work.
“My vision is that it’s comprised of pieces of clothing that help people feel comfortable, confident, and like themselves at work.”
Having previously worked in financial services, Pereira understands the role clothing plays in how you feel – and how you perform. “I always had a better day at work if I loved what I was wearing. And I think that’s a universal experience.”
The collection will reflect that thinking: a considered wardrobe of interchangeable pieces, designed to work seamlessly across roles and climates, and reduce decision fatigue.
At its core is a simple idea: that when people feel like themselves, they do their best work.
Growing through customer-led design
Beare Park’s origin story is one many small business owners will recognise: a personal observation and need.
“I wanted to purchase suiting that was Australian made and Australian designed,” Pereira says.
Five years on, that clarity of purpose still defines the brand. Beare Park has built its reputation on quality and longevity through timeless, minimalist pieces. “We stand for first and foremost, quality. Pieces that you are so excited to invest in.”
The journey hasn’t been without its challenges. Entering fashion from another industry meant learning every part of the business from the ground up. “I came to it as a customer-led designer… there was a lot that I learned,” Pereira reflects.
That knowledge has helped her scale her business with confidence. From designing a custom suit for the CommBank Matildas during the 2023 FIFA Women’s World Cup, to opening Beare Park’s first retail store.
But even as the business grows, it’s still the small moments that matter.
“Seeing people on the street wearing Beare Park will forever be a pinch-me moment.”
