Indigenous designer and proud Butchulla and Woppaburra woman Samala Cronin has added a new category to her already booming fashion brand.

Cronin has launched her Sacred Cycles range with both a mission and goal in mind.

"Our Sacred Cycles range is about addressing a massive gap in the market—until now, there hasn't been a First Nations or female-owned alternative in feminine care. This is about more than just period underwear; it's about body sovereignty, sustainability, and reclaiming our sacred cycles," Cronin told Style Up.

"Beyond that, MumRed is growing—we're expanding our high-fashion reach with IN-HOUSE, a digital showroom connecting brands with stylists, editors, and VIP dressers across the US and UK. We also just opened the Fashion and Fast Cars Runway at the F1 AusGP, so 2025 is shaping up to be a massive year."

When speaking on the creative process behind the new Sacred Cycles range and how this idea came about, Cronin said that MumRed has always been about femininity, and honouring the matriarchal and therefore the move into underwear felt somewhat like a natural progression for the brand.

"MumRed has always been about sovereignty, femininity, and honouring the matriarchy. I create handmade, high-fashion cultural couture, which cannot be mass-produced. That got me thinking—how do I build a business that aligns with MumRed's ethics of sustainability and cultural integrity. Then came the lightbulb moment," she said.

"I've personally struggled with infertility, PCOS, and endometriosis, and through my journey, I've worked to regulate my hormones and reconnect with my cycle through a sovereign, cultural lens. This range was the most natural next step—creating something that honours and supports women's cycles rather than just managing them."

Cronin said the Sacred Cycles range puts sustainability first.

"MumRed's period underwear is made from 100 per cent organic bamboo fabric, holds the equivalent of four tampons, and provides eight hours of comfort—all without plastics, PFAs, or toxins. It's leakproof, odour-free, machine-washable, and doesn't contribute to landfill," she said.

"The design is all about comfort, security, and sustainability. I wanted to create a better option—something ultra-soft, breathable, and absorbent, without feeling like you're wearing a nappy."

"Every aspect has been carefully considered—from the fabric choice to the fit, ensuring a full range of sizes from XS to 3XXXL because body sovereignty means EVERY woman deserves comfort."

"This is more than just period underwear. It's a movement."

Cronin says pre-orders will be available through the Mumred website.

"We're opening for pre-orders this Monday while our first line is in production. They'll be available through my website, and I'll be making a major announcement soon about our official launch with a major retailer. Stay tuned," she said.

Also planning an engaging launch event, Cronin is committed to marketing and promoting the new range just as much as Mumred's original range of garments.

"Not only are we planning a launch event, but I'm also introducing a Register & Pay-It-Forward Initiative. This will allow people to purchase and donate a pair to First Nations women who sign up for a free pair on the register. It's about creating a sisterhood, a movement for period parity—supporting each other the way only we can," she said.

Founded in October 2023, Cronin has grown MumRed into a prominent First Nations luxury fashion label rooted in cultural sovereignty, self-determination, and unapologetic expression.

Always striving to channel her heritage into every stitch, blending traditional resources with modern silhouettes to create couture that speaks to both the past and the future, Cronin is a creative who views challenges as an area for opportunity.

"Building MumRed into a powerhouse that provides body sovereignty to every woman. We're growing the Sacred Cycles range, expanding our high-fashion footprint, and scaling the business in a way that remains true to our values. This is just the beginning," she said.

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