Meet the the woman transforming how Australians dress for work

The woman behind Total Image Group is leading a uniform revolution and transforming what 350,000 Australians wear to work. 

Pamela Jabbour, CEO and founder of Total Image Group (TIG), has spent the past 20 years transforming what 350,000 Australians wear to work each day. What began as a bold idea at just 20 years old – reimagining corporate uniforms to be more fashion-forward and brand-aligned – has grown into a thriving, B Corp-certified business serving iconic Australian organisations including Harvey Norman, RSPCA, Goodstart Early Learning, and the Winter Olympic Team. 

Motivated by the belief that uniforms should be stylish and functional, Jabbour set out to challenge a traditionally male-dominated industry of legacy businesses. She’s reshaped workplace identity through design-led, fit-for-purpose solutions, empowering brands and the people who represent them. 

When Pamela launched TIG in 2005, corporate uniforms were stuck in the past – polyester-heavy, poorly fitted, and uninspiring. “Unless you were an airline or a bank, nobody was telling stories through uniforms,” she says. “There were almost no options for women, and nothing that made people feel good about going to work.” 

Fresh out of university with a marketing degree and a bold vision, Jabbour saw an opportunity to transform an overlooked industry. Her father, a textile entrepreneur with manufacturing connections in China, encouraged her to enter the trade, but it was Pamela who shaped the company’s future through sheer grit. 

“I was 20, female, and had zero confidence. But I knew if I worked harder than anyone else, I could break through,” she says. She researched materials, studied trends, and began cold-calling hundreds of businesses. Eventually, a small regional cinema gave her a chance. From that single client, she built momentum. 

As TIG’s reputation grew, so did its client base, expanding to major retailers, hospitality groups, and national organisations. Jabbour’s approach was always about more than clothing; it was about building brand identity from the inside out. Each uniform was designed to reflect the values and personality of the business it represented, whether that meant a streetwear-inspired look for an activewear brand or modern tailoring for real estate professionals. 

Alongside client growth, Jabbour pushed for constant innovation, trialling sustainable fibres, reducing waste across the supply chain, and embedding ethical sourcing practices long before it became industry standard. This relentless focus on progress culminated in TIG becoming the first among Australia’s top uniform suppliers to achieve B Corp certification, recognised globally for its commitment to social and environmental responsibility. 

Today, Pamela Jabbour is not only a recognised leader in uniforms, she’s a change-maker in Australian business.  

In an industry dominated by traditional thinking, she’s built a company that champions innovation, ethical manufacturing, and gender equity at every level. Her leadership style is grounded in values – Passion, Quality, Game-Changers, Teamwork, and Community – and these principles guide everything from client partnerships to internal culture. Under her direction, TIG has evolved from a family start-up into a benchmark-setting industry leader. 

But Jabbour is far from done. The next chapter of TIG is focused on mindful design, purpose-led growth, and deepening its sustainability commitments. “We’re not just making uniforms,” she says. “We’re building confidence, unity, and brand pride for the people who wear them and the teams they represent.” 

As she reflects on two decades of growth, rejection, reinvention and reward, Jabbour remains fuelled by the same entrepreneurial spark that started it all. “There’s always more to learn, and always more to do,” she says.  

“That’s what drives me.”  

Visit totalimagegroup.com.au