ONCE UPON A FRILL
MELBOURNE
JULY 25 & 26
ABOUT
THE BRAIN CHILD OF EGL EATS, ONCE UPON A FRILL SET'S OUT TO BE AUSTRALIA'S PREMIERE FULLY COMPREHENSIVE EGL FASHION EVENT.
"We're excited to bring you the fruits of our passion project 'Once Upon a Frill', we hope the combined Australian and New Zealand Lolita communities will support us as we undertake this exciting new venture"
Sam & Jess
EGL EATS
OUR MISSION
Our mission is to bridge the long-standing gap within our community by creating meaningful, collaborative events that connect manufacturers, brands, and enthusiasts. We strive to uplift and showcase small local businesses, providing them with opportunities to shine and grow within the EGL sphere. More than just events, we aim to craft immersive experiences — moments that inspire connection, creativity, and belonging. Through our work, we seek to unite the wider Australian and New Zealand communities, fostering deeper engagement, inclusivity, and a renewed sense of shared identity within our beloved fashion culture.
OUR VISION
Our long-term vision is to see our business grow into a vibrant hub that uplifts and connects the wider EGL community across Australia and New Zealand. We aspire to create a supportive network of small businesses, giving them a platform to reach and engage directly with their target audiences while fostering genuine collaboration and mutual growth.
Beyond business, our goal is to strengthen the sense of community within EGL fashion here in Australia — to inspire connection, creativity, and a renewed sense of national unity.
We also hope to continue building relationships with international EGL fashion brands, inviting them to experience and engage with our local community here on home soil, and to share their artistry and insight with Australian and New Zealand EGL enthusiasts.
As we move forward, we aim to continue producing exceptional events that bring people together, celebrate individuality, and help the Aussie EGL scene flourish for years to come.
MEET THE TEAM
SAM
A milestone 18 years of active involvement in the Australian EGL community, Sam has proudly contributed to the QLD EGL Community as both a moderator and event organiser.
Over the years, Sam has helped plan and coordinate a wide range of community events, building extensive experience in event management, community engagement, and organisational leadership.
These skills and experiences are now helping support the successful development and delivery of Once Upon A Frill.
Sam is thrilled to be part of the team delivering an event to the wider Australian & New Zealand communities featuring a range of exciting Aussie firsts.
JESS
With more than 10 years of experience helping lead and organise community events within the QLD EGL Community, Jess has played an active role in creating welcoming and memorable experiences for attendees.
Through years of event coordination and community involvement, Jess has developed a strong passion for bringing people together and helping the community continue to grow.
Travelling to events around the world inspired Jess to help bring that same sense of excitement, creativity, and connection back to Australia through Once Upon A Frill.
Jess is excited to be part of the team delivering an event filled with charm, community spirit, and a range of exciting firsts.
DAN
Bringing extensive experience in IT systems and project management, Dan has played an instrumental role in helping bring Once Upon A Frill to life behind the scenes.
From coordinating logistics and technical solutions to supporting the wider planning process, Dan’s skills and steady approach have helped keep the event running smoothly from concept through to execution.
As a constant source of support for the team, Dan combines technical expertise with strong organisational and problem-solving abilities, helping ensure Once Upon A Frill delivers a seamless and memorable experience for the community.