Annie Stafford woke up one day and decided to teach 1 million people how to sew and how to repair and reuse clothes. PLEB sat down with Annie to find out how she got started with sewing and her plans for the future.
What inspired you to launch your mission to teach 1 million people how to sew, and why did you choose Instagram as your platform?
The goal of teaching 1 million people to sew only came to me this year (2024). For a long time, I thought sewing was just my own little hobby, something only I was interested in. But after years of posting tips and tricks, I realized: “Why not set a massive goal that could actually make a difference?” The idea of reaching 1 million people felt impactful and achievable. Back in 2022, I had a moment of reflection where I asked myself, “What’s it going to be?” I found myself continually drawn to Instagram—I loved spending hours creating, filming, and editing content. It came naturally to me, so I decided to go all in on the platform and see where it would take me.
Where are you located?
I currently live in Melbourne, Australia, but I’ve lived in several places, including Auckland, New Zealand, and Sri Lanka. I was born in Manchester, England.
Can you tell us more about your personal sewing journey? How did you first get into it, and what drew you to share this skill with others?
I was gifted a sewing machine when I was 9 years old, and my very first project was a hot pink cheetah-print mini skirt—iconic, right? I continued sewing through high school and eventually studied fashion design at university. As I learned from books and teachers, I started noticing that with the rise of social media, I could share my tips and tricks online. It wasn’t until Instagram reels became a thing in 2022 that I really saw how much the sewing community loved this type of content, so I rolled with it.
What role does sustainability play in your project? How do you encourage people to use sewing as a tool for sustainable living?
Sustainability is a broad concept, and it means different things to different people. I prefer the term “low impact,” which acknowledges that resources are being used but emphasises minimising waste. In my sewing practice, I focus on using what I already have before buying new materials, and I often repair or upcycle clothes I already own—this is what I call “shopping my stash.”
Earlier this year, I started a series called “Sew, Don’t Throw,” where I show how to repair or alter clothing. The goal is to make sewing more approachable, even for those who aren’t hardcore sewists. You don’t have to sew an entire garment—just knowing a few basic skills can help you make your clothes your own and extend their lifespan.
How do you feel about fast fashion?
Fast fashion has become so normalized that people don’t think twice about buying a t-shirt for less than the price of a coffee, which should be a red flag. However, I understand that fast fashion serves a purpose, especially for people with limited access to affordable clothing.
I’ve bought fast fashion myself, though I’ve significantly reduced my purchases in the last five years by building up my handmade wardrobe. The real issue for me is overconsumption. We’ve lost touch with where our clothes come from, but movements like “Who Made My Clothes” are helping shift the narrative.
My goal is to rebrand sewing as a life skill that empowers people to step away from fast fashion and take control of their wardrobe, aligning their clothing choices with their values.
Do you see any connection between sewing and self-care or mindfulness? How do your followers respond to sewing in this context?
For many people, sewing is a form of self-care or mindfulness. It’s not just about clothing yourself—it’s a way to relax and express creativity. I’ve received countless messages from people in the sewing community who have used sewing as a healthy escape during difficult times, such as dealing with grief or isolation, especially during the COVID lockdowns.
In 2019, I went through a tough period where I couldn’t bring myself to sew for about six weeks. It felt too overwhelming to be alone with my thoughts. But once I got through it, I fell back in love with sewing. That sense of accomplishment after finishing a project—whether it’s sewing an invisible zipper or perfectly aligned seams—is unmatched.
What has been your biggest challenge so far in growing your project, and how have you overcome it?
Honestly, I was shocked by the demand for sewing content on social media! My biggest challenge has been focusing my time on what truly matters. Social media can easily become a time sink, but I love connecting with the community by replying to comments and DMs. It’s a great way to stay grounded and connected without getting lost in the social media grind.
How do you measure success for this project? Are you focused on engagement, skill-building, or reaching that 1 million goal?
I don’t have a strict definition of what the “1 million” means—whether it’s followers, downloads, or sales. It’s more of a numerical representation of progress. For me, the real success comes in the moments when someone tells me they loved a recent post or discovered a sewing technique they didn’t know before. That’s the true reward.
What advice would you give to someone starting a mission-driven project on social media?
Find a topic or niche that you’re passionate about—something you love talking about, watching, and creating content around. Stay consistent and, most importantly, be authentic. Your audience will find you.
What message would you like to leave with our readers about the importance of learning to sew and how it can positively impact their lives?
Sewing is more than just making clothes—it’s a mindset shift. Learning a skill like sewing can impact other areas of your life, too. For example, when my gym shoes broke, instead of throwing them away, I tried to fix them myself. Failing that, I took them to a cobbler and got them fixed for $10. This mindset of resourcefulness is something I wouldn’t have considered years ago, and it’s helped me embrace a low-impact lifestyle.
Do you sell the garments you make?
No, I don’t sell finished clothing. My focus is on educating others to make their own. Do you sell the patterns you make? Yes, I sell a range of sewing patterns on my website, www.fordwardrobe.com. My current favourite is the “Summer Skirt,” a beginner-friendly pattern that I’ve been wearing constantly!
How can people sign up for your courses? Do you offer online and in-person courses?
Everything is available through my website. The beginner course is designed for absolute beginners, with 22 video tutorials covering everything from threading your sewing machine to completing your first project.
Anything else you’d like to add?
If you’re feeling overwhelmed about learning how to sew, just remember that every expert was once a beginner. It takes time and practice, but my best advice is to “Start ugly”—just dive in and get started, no matter how it looks! And, if you would like, just message me. My inbox is always open, and I love to start my day replying to comments and DM’s on Instagram.
Website: fordwardrobe.com
Instagram: @ford_wardrobe
Guide to Sewing: Beginners Guide to Sewing
Ebook: Sewing for Beginners ebook
Founder: Annie Stafford
Contact: [email protected]
Location: Australia
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