Australian Fashion Brands You Need On Your Radar
The sun-drenched country is known for its endless beaches, surf style, the Great Barrier Reef, and er… more recently, Married at First Sight (it’s ok, your secret is safe with us). However, the style set can’t get enough of Australian fashion brands. We’re currently seeing some of the finest independent labels emerging from its tropical shores and we’re obsessed. From resort wear to stand-out dresses, not to mention impressive moves in sustainability, it’s all happening in Oz.
It’s true. Picture boho maxis, chic separates and the sexiest swimwear. Think bohemian styles in sun-lit hues, let alone the relaxed elegance often associated with Australia. Oh and let’s not forget accessibility. This is a nation that was once a world away, today it’s a different story. Thanks to social media, global relations and – the boring bit – shipping, all these incredible independent brands are finally within reach.
The list of Australian labels shaking up the fashion industry is endless, so we’ve curated some of our favourites, including Aje. Founded in 2008 by best friends Adrian Norris and Edwina Forest, it has gone on to become one of the most coveted collections within style circles. So we sought out their opinion on the great Oz success story. Unsurprisingly, the duo are fiercely proud of their heritage.
“Adrian and I have always approached our design principles grounded in admiration of our incredible landscape and lifestyle,” Forest shares. “Australian fashion stands out with a spirit of creativity imbued with a self-assured and effortless sensibility—one that is sought after by global eyes.” Norris is equally passionate about their business admitting, “we have had such a positive response from our British customers through our esteemed wholesale network, which includes Harrods and Selfridges, as they discovered our distinctly Australian style, statement occasionwear and wardrobe essentials. The Australian and British customer also share a love for unique details, high-quality fabrication, and voluminous shapes, and are ultimately drawn to pieces that are inherently Aje.”
So read on and let your love affair with Australian fashion commence. From the aforementioned Aje to Zimmerman, Matteau and Oroton, these are the names you’ll want in your wardrobe.
1. AJE
Lovingly designed pieces, this label is on every fashion editor’s wish list. The rich colours, dramatic silhouettes, and those puff sleeves are all key factors in making this collection so utterly feminine, yet strikingly modern. “Australian fashion reflects a laid-back yet luxurious lifestyle where the coastal and urban overlap—an aesthetic Aje has pioneered since its inception,” says co-founder, Adrian Norris. “We draw on our home country for inspiration, but still create pieces and collections of an international standard that women the world over want to wear.”
With a huge global following, Aje is one seriously hot label. Renowned for its feminine details, sleek cut-outs and those puffed sleeves, this Australian brand is the go-to for both fashion editors and influencers.
AJE, Gabrielle Plunge Midi Dress, £490
2. OROTON
Famed for its accessible luxury, the brand is the oldest luxury fashion company in Australia. Founded in 1938, it was revived by Creative Director Sophie Holt in 2018. She moved the company forward without forsaking its heritage and today Oroton serves up modern elegance and timeless style in top quality fabrics. Not only celebrated for its handbag range, the brand has also become a permanent fixture each season at Australian Fashion Week.
OROTON, COTTON SUNDRESS, £385
It is the oldest luxury fashion brand in Australia, but after a reinvention back in 2018 by Creative Director Sophie Holt, the brand has got us all talking. With iconic handbags, sustainable style, and vibrant colours, we’re here for it all.
3. ZIMMERMANN
What’s not to love? Bohemian beachwear, stunning bikinis, flowing dresses, all of which evoke dreamy vacations and ethereal style. Founded in Sydney by sisters Nicky and Simone Zimmermann, what began in markets has become a global brand worn by the likes of Beyoncé and Miranda Kerr. Every piece feels flirty and optimistic, unequivocally appealing to the fun-loving, stylish woman.
Born in Sydney, Zimmerman is the instantly recognisable and now iconic Australian label. It beautifully epitomises luxury resortwear and has successfully fused glamorous fashion with swimwear. It is utterly dreamy.
ZIMMERMAN, WONDERLAND RUFFLE GOWN, £2700
4. MATTEAU
Simple and considered, this brand is about fashion that lasts a lifetime. Founded by sisters Ilona Hamer and Peta Heinsen, the initial focus was on really good swimwear that flatters everyone, but has since evolved into collections of the most beautiful timeless pieces including relaxed tailoring, but also everyday dresses that ooze effortless sophistication. The team has also pledged a commitment to long term sustainability, promising to make the best decisions they can for the earth, for their customers and their business.
MATTEAU, Shirred Bodice Dress, $500
Simple classic pieces, Matteau is synonymous with effortless elegance, but most importantly the brand manufactures with integrity so that all products stand the test of time. Quality is a priority and it’s evident in every piece. This is poolside chic at its best.
5. BIRD & KNOLL
A fresh, bold label making one serious impact on the fashion industry. Cuts are modern and flattering in the most incredible colours. Co-founders, Macayla Chapman and Natalie Knoll, are also doing all they can to improve the ways they work and have recently partnered with Trace, an organisation that facilitates carbon emission offset programmes, helping brands work towards becoming carbon positive.
Often referred to as the Antipodean success story, Bird & Knoll is all about relaxed luxury. Not just feminine, but easy, practical and functional, too. With a huge fan base of loyal customers, the brand is now on the floors of Harvey Nichols, Bergdorf Goodman, Harrods and Galeries Lafayette.
BIRD & KNOLL, Isobel maxi, €520
6. LACK OF COLOR
Created by Tess Corvaia and Robert Tilbury, this brand has been a key player in making headwear cool again. From the classic fedora to the straw cowboy hat, there is a style for every season. While focusing on traditional shapes, each piece emanates that signature Australian look. Both contemporary and laid-back, it’s no surprise that fashion influencers love a Lack Of Color number.
LACK OF COLOR, Paloma Sun Hat, £118
We adore Lack Of Color, along with numerous A-listers, influencers and hat lovers. From cowboy and fedora to caps and straw hats, make this label a must for all your headgear. With a distinct Australian aesthetic, each piece oozes down-to-earth cool.
ALÉMAIS
A collection so directional, its global success is undisputed. Under the Creative Direction of Lesleigh Jermanus, the Australian based talent draws on her Lebanese heritage delivering a contemporary wardrobe of bold prints and vibrant colours. Furthermore, in an attempt to be more eco-conscious, Alémais creates collections that support artisanal communities while also using both organic and recycled materials.
If you like a punchy print, then you’ll love Alémais. Plus, bridging the gap between sustainability and style, this is a brand pushing to make a difference by creating collections that support artisanal communities, that reduces environmental impact and treats its suppliers with honesty and respect.
ALÉMAIS, SUPERHERO MIDI DRESS, £627
Australian Fashion Brands, the best of the rest…
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