Launched by Andrea Michelle in January 2011, began as a destination offering practical style inspiration and affordable beauty and fashion tips for women with children.


It has since grown beyond motherhood to become a place where women of all backgrounds come together for ideas, advice and support, without judgement.


Voted Best Beauty Blog 2013 at the Beauty Directory Star Awards, Fox in Flats is the home of the popular Style Dares – a series of fun sartorial challenges designed to help women feel more confident, empowered and creative with their fashion and beauty choices.


Andrea’s readers know that Fox in Flats is a great place for any woman who wants to feel better, look better, and just be a bit Foxier, as evidenced by its readership: 59% 25-44 years (35% 24-34, 24% 35-44).



Andrea Michelle Publisher Fox in Flats

A marketing strategist who decided to apply her expertise to building a brand, Andrea uncovers style and beauty secrets and shortcuts that’ll have women feeling and looking foxy and fab, fast.


Frustrated at the difficulty in finding solutions to the style dilemmas of motherhood, Andrea created Fox in Flats – a platform with easy and affordable tips on fashion, beauty and ways to juggle life’s ups and downs. Her engaging, relatable and inspiring approach has created a community where women feel genuinely supported and encouraged.


As a result, Andrea has been voted Beauty Writer of The Year 2013 (Beauty Directory Star Awards), named Official Ambassador for National Breast Cancer Foundation and is a regular commentator about style, beauty and women’s issues on national TV programs, glossy mags, radio and newspapers.

She has also interviewed international celebrities like Roberto Cavalli and Dannii Minogue. And while she’s a huge fan of red lipstick, Andrea reckons the best accessory is a smile.



Brand collaborations on Fox in Flats have been described on Campaign Brief as:

…an ideal example of the result of a successful

relationship between brand and blogger and how

both can be fused together to create content that is beneficial for the consumer.


Andrea Michelle Fox in Flats girls lunch


It’s like a couple of friends getting together over a glass or two of wine for a girlie chat and sharing their style tips, finds, short-cuts and secrets.” Karen 35


OMG Andrea, I would never have tried jeans on in this store, but I’ve just walked out buying everything you suggested!!! Thank you for the tip. You’re awesome!” Pene, 41


It is always real. Real mums can be fierce, shy, funny, crazy, happy, hopeful, and flustered, and sometimes all of these things at once. It is nice to hear from a mum who is trying to get the balance of life right and still having fun and feeling fabulous along the way.” Dannii Minogue, on Fox in Flats




Brands Fox in Flats has worked with


In fashion, one size never really fits all. It’s the same for any brand communication. The greatest success is achieved through a collaborative approach.

Andrea Michelle


To explore working with Fox in Flats, please send an email outlining your brand, campaign objectives, and budget.

We will respond promptly with our media kit and a customised package that will resonate with your consumers and the readers of Fox in Flats to achieve the best results.