We had the chance to sit down with Nadia Ahmad of Glitz Singapore to talk about our founder and brand journey over the past few days. Read the original interview here.
If you think sustainable fashion means giving up on glamour, think again. Sette is the brand proving that going green can still turn heads.
Founded in 2021 by Monica Millington, a Texan now based in Singapore, Sette was born from her vision to create effortlessly beautiful pieces that are wearable, distinctive, and timeless. Drawing inspiration from her Southern roots, she saw the opportunity to design chic yet comfortable children’s wear, allowing fashion-loving mothers like herself to match their little ones without compromising on elegance.
Each piece is thoughtfully crafted in Bali by local artisans using sustainable fabrics, blending purpose with effortless charm. From classic silhouettes with dramatic details to eco-friendly materials, Sette pieces are made to live beyond trends. With every piece sold, a tree is planted in Indonesia, because looking good feels even better when it does good too.
Recently, Monica, founder of Sette, sat down with us to talk about how her love for timeless design, motherhood, and conscious living continues to shape the brand’s journey.
Interview With Monica Millington, the Founder of Sette
Sette is a female-founded brand making ‘timeless pieces to create memories’. Can you share the story behind its founding and the inspiration for that mantra?
Sette started from a very personal place: my own journey as a woman balancing style, motherhood, and life abroad and my old sewing machine. I started by designing pieces that I wanted that I couldn’t find elsewhere and posting the process on TikTok and Instagram. The response online led to me designing full collections that resonated with me and my audience—pieces that feel effortlessly beautiful, that you actually want to wear over and over again, and that stand the test of time.
How would you describe the Sette vibe? Effortless, elegant, or a mix of both?
Sette is hitting the sweet spot between effortless and elegant. I’ve always been drawn to pieces that feel unique and a bit dramatic, but also practical—I don’t believe you should have to choose between looking stunning or feeling comfortable. Every design is meant to feel comfortable, wearable, and show stopping at the same time.
What makes Sette different from other fashion labels in Singapore?
For me, it’s about connection and relatability. Launching a brand here as a foreigner came with its challenges, but it forced me to really lean into my audience, get to know them, understand what they want, and design pieces they actually love and wear. Sette isn’t just about fashion; it’s about creating a little world that my audience feels part of, where style meets life.
Founder, Monica Millington, launched Sette in 2021 and introduced a Mommy & Me collection in 2023. How has balancing motherhood influenced the brand’s direction and aesthetics?
Motherhood shifted everything and made me think about functionality and versatility in a whole new way—especially navigating a postpartum body when I was at odds with nearly everything in my wardrobe. I wanted Sette pieces to work for real life—running after a toddler, attending a brunch, traveling, or even just lounging at home—but still be stylish and special (and washable). The Mommy & Me collections came from a desire to share fashion moments with my son and celebrate style across generations.
Each piece is made in Bali by artisans and a tree is planted with every order. Why was it important for you to root the brand in both craftsmanship and sustainability?
When I began building the brand, I got a close up look at the world of production and I saw first hand just how much waste happens in the fashion industry and knew that I didn’t want to play a part in it. This is what made me passionate about creating less, better with the people making it in mind. Working with Balinese artisans allows each piece to carry skill, care, and attention to detail. At the same time, planting a tree with every order is a way of giving back to the world that inspires our designs. It’s about leaving a positive mark—both in the quality of what we make and in the impact we have on the planet.
Sette offers collections such as Houndstooth, Seersucker, and The Edlen Collection. How do you develop these themes and decide what’s next?
Each collection is inspired by something deeply nostalgic—usually connected to a fond memory. The Edlen Collection, for example, came from a 1960s family photo of my grandmother and mother, and it was about capturing that timeless elegance and warmth. I usually start with a story or mood, and then translate that into textures, fabrics, and silhouettes that feel both current and lasting.
Comfort seems just as important as design at Sette. How do you achieve that balance?
Comfort and wearability are non-negotiable for me. When I was navigating my pregnancy and postpartum seasons of life, my frustration was having clothes that didn’t flex with my body and 90% of my wardrobe was unwearable for nearly 2 years of my life. Oversized, flattering silhouettes, elastic waistbands, and fabrics that move with you—these are small details that make a huge difference. A piece can be glamorous and dramatic, but if it’s uncomfortable, it just doesn’t work. I want people to be able to put Sette on in any season of their life and feel gorgeous.
What have been the biggest challenges in starting and scaling Sette, especially in ethically producing fashion, and what lessons have stood out?
Starting a brand in Singapore as a foreigner was definitely challenging. Everything from navigating a brand new market to sourcing production took a LOT of learning, time and patience to get it right. But the biggest lesson was how important it is to really connect with your audience. Social media became a tool to connect with people and understand who I was designing for, and that intimacy helped me create pieces people genuinely love.
Do you have any exciting new launches or promotions coming up?
Yes! We have a new launch coming up in October that is an ode to my Texas roots. My wedding is coming up this year in the Texas Hill Country, and my mind is completely in Texas mode right now. It’s a collection that’s relaxed, chic, and a little nostalgic—the perfect mix of Sette style with a nod to where I come from.
Where do you see Sette heading in the next 2–3 years?
As the brand grows and my audience grows, people are more and more wanting an in person shopping experience. I would love to be doing larger scale pop up shops for a longer period of time where we can create a space to have launch events, create content and host styling sessions.
What’s one Sette piece you find yourself wearing on repeat, and why does it feel special to you?
Hands down, the Merrie Bubble Maxi Dress from the Edlen Collection! It was named after my late grandmother, who had the most impeccable style. But beyond that, it’s just so wearable and glamorous—it’s a piece that makes you feel instantly put-together without trying too hard, which is exactly what Sette is all about.
Nothing stops you from going green while being a showstopper with pieces from Sette. Shop your favourite collection on the website and make every look effortlessly eco-chic.