Our Journey
WHEN IT ALL BEGAN
APRIL 2024
What began as a late-night idea between lectures quickly turned into something real. In April 2024, we launched Moon & Star - born from a love of fashion, bold design, and all things maximalist. After two intense weeks of designing, refining, and a lot of late-night coffees, the site went live. Just one month later, everything changed. Two of our first-ever TikTok's went viral - crashing our site and skyrocketing our sales overnight. That was our moment, and we’ve been growing ever since.
EXAMS BY DAY, ORDERS BY NIGHT
JULY 2024
After a crazy May of viral TikToks and an impromptu photoshoot in Mallorca in June (we had no idea what we were doing), reality hit - we were juggling exams, packing orders, and launching a brand all at once. By July, uni was over and the 9-to-5 life had begun. Moon & Star became our after-hours hustle. Turns out, you can run a business after work… just very, very slowly.
THE REBRAND ERA
NOV 2024
Placement year or not - nothing was slowing us down. We took a step back, looked at our brand, and realised: this wasn’t us anymore. So, we started fresh. New logo, new website, new vision. We called in every creative friend we knew, grabbed a camera, and made it happen - DIY-style. November also marked our first ever ad campaign for Black Friday, and it was a huge success. Seeing our brand out there like that? Surreal.
FINDING OUR IDENTITY
DEC 2024
December 2025 was a turning point for Moon+Star. After rounds of brainstorming, we finally landed on a logo that truly captured our bold, expressive identity - embracing our Maximalist State of Mind. This was also the month we levelled up creatively: we swapped out our grainy iPhone shots for crisp Canon G7X photos and started planning regular weekend photoshoots. It marked the beginning of a more polished, intentional visual direction.
THE START OF SOMETHING BIGGER
MARCH 2025
March 2025 was a breakout moment for Moon+Star. One of our TikToks went viral, pushing us past 50K followers, and we saw our first taste of real traction on Instagram Reels - with not one, but two viral videos. The momentum carried us to another major milestone: 20K Instagram followers. But it wasn’t just about the numbers. This was the month we launched our first-ever influencer PR program, building relationships with creators who genuinely align with our brand. It was the start of something bigger - real community, real collaboration, and seeing our pieces styled in ways that blew us away. March was all about visibility and connection, and it set the tone for everything to come.
POP-UPS, PEOPLE & PURPOSE
MAY 2025
May 2025 was a month rooted in community and connection. Both in April and May we hosted two incredibly successful pop-up shops at Urban Outfitters, bringing Moon+Star into real-life spaces for the first time. Meeting our customers face-to-face, seeing them interact with the brand - it was a full-circle moment. With more pop-ups lined up for summer, including Southampton on May 31st and June 1st, it’s clear this is just the beginning. We also held our second Community Day (our first was in April), and it was everything we hoped it would be - intentional, uplifting, and full of powerful women coming together to create something meaningful. This month wasn’t just about us - it was about showing up, building relationships, and continuing to shape the heart of what Moon+Star is becoming.
