Homegrown labels have found fans in star names like Kendall Jenner, Hailey Bieber and Margot Robbie. Maybe it’s the labels’ distinct blend of sophisticated and practical designs? Or their innovative and sustainable approach to form and function? Or perhaps it’s their effortless versatility. The answer? All of the above.
Almost everyone knows the distinct scent of an Aesop store (and wishes their home could smell like one too). Spotted in fancy bathrooms and stylish homes across the world, the Melbourne-born skincare brand – which was acquired by L’Oreal – is a global Aussie success. Known for its minimalist packaging and plant-based formulations, it has nearly 250 stores worldwide. Don’t pretend you don’t get a free pump of moisture from the tester bottles out front every time you walk past.
Bold, colourful prints run rampant through Alemais, the 2022 winner of Melbourne Fashion Festival’s National Designer Award. Designer Lesleigh Jermanus launched her ethereal label in 2020, creating now instantly recognisable silhouettes adorned with mismatched motifs: flowers, shells, chess pieces, spades, cactuses. Its most recent pre-fall collection is a collaboration with Barcelona-based artist Michael Swaney.
Designer Anna Hoang knows a thing or two about understated minimalism. Her Sydney-based label Anna Quan first reinvented the classic white shirt with the top-selling Anne shirt. The oversized silhouette that extends into elongated cuffs has made a strong comeback this season, complete with a blue trim. But you might know (and love) the brand for its signature ribbed dresses woven in vibrant pops of lilac, lime green and blue.
Beare Parke is a newer kid on the block. It was co-founded in 2021 by creative director Gabriella Pereira and makes a case for simplicity, low-key cool and local manufacturing. Its softly tailored pieces are handmade in Sydney and Melbourne with fabrics from mills across France, Italy and Japan. This season, the label – which suited up the Matildas for their off-field uniforms – debuted denim and cashmere knits as part of its pared-back range.
It’s hard not to spot a Christopher Esber ensemble at events. Artfully draped and ruched silhouettes and elegant, strategically cut-out details make up the label’s DNA. Esber has gathered a cult following that includes A-list fans such as Hailey Bieber and Zendaya. Last year, the designer was welcomed onto the official schedule at Paris Fashion Week.
Breezy menswear label Commas hinges on effortless silhouettes, beachside colours, relaxed construction and hand-painted prints often inspired by natural landscapes. This season it released embroidered bouclé jackets, a groovy ’60s-inflected print, tailored shorts, swimwear, crochet tanks embellished with shells and its signature camp shirts. The floaty, unisex silhouettes have gathered much attention as womenswear, too.
One of Australia’s great global brands, Dion Lee has flown the Oz fashion flag high with its utilitarian, experimental and unisex designs for 15 years. Most recently spotted on Taylor Swift at this year’s Super Bowl, its structured corset silhouettes have grown a loyal following. Late last year the label opened its first international retail store in Miami. And while it entered voluntary administration under economic pressures just last month, it’s understood the company will still trade until it restructures – hope is not lost yet.
Luxury skincare brand Emma Lewisham takes a different approach to beauty, looking towards botanic ingredients that are kinder to your skin and the planet. Its circular range means you can refill, reuse and recycle every one of its signature purple packaged products adored by Margot Robbie and Phoebe Tonkin, to name a few. Its Supernatural Blemish serum and Skin Reset serum have reached cult status and other products like its new Supernatural Vitale Face Elixir promise to be like “botox in a bottle”.
As the name suggests, Emma Mulholland on Holiday oozes permanent vacation vibes. There’s a nostalgic disco bent (giving major Cher from Clueless attitude) to the Sydney label’s high-octane designs. Mini skirts, tanks and pyjama-style sets are splashed with graphic prints, bold patterns, and the label’s signature Happy Hibiscus motif. Accessorise with baseball caps, bucket hats and puffy tote bags – all adorned with the smiling flower.
Zoë Foster Blake’s peachy skincare label turned 10 earlier this year. The range, which is now made up of 24 products, works to tackle a range of skin concerns. The Face Hero remains a go-to (wink) in beauty buff stashes. And in recent years, Foster Blake has added Bro-To and Gro-To, for men and babies respectively.
New Zealand label Kowtow embraces a less-is-more approach. Its collection of trusty knits, boxy tees, easy-wearing denim and swing dresses are timeless wardrobe building blocks. The considered label injects a playful spirit into these everyday styles with funky and abstract nature-inspired prints. This year Kowtow said goodbye to plastic completely, from production to posting orders; it now has a fully biodegradable range.
Kiwi label Maggie Marilyn champions locally made considered fashion. It’s committed to ethical supply chain practices, traceable designs from farm to finished garment, sustainably sourced and produced fabrics, and taking steps towards carbon positivity. The label is known for ruched shirts, sharp jackets, polished dresses and nostalgic sportswear.
You’ve probably seen that dress, the one with a heart neckline and contrast piping, at an event or two. But when Paris Mitchell Temple and Georgia Cherrie started their label in 2015, the duo launched with only six wardrobe essentials, operating under Paris Georgia Basics. Nearly 10 years on, the New Zealand label has evolved to become a go-to brand with a global fan club. You can often expect luxurious fabrics, interesting necklines, elegant cut-outs and unexpected touches with this label.
If you want to make a quiet statement, look to Posse. The Sydney-born label championed the “old money aesthetic” long before it became a Tiktok trend. Designer Danielle Mulham draws on classic silhouettes and reinterprets them in a contemporary way, and has seen viral Instagram moments many times over – including the brand’s stripey Theo dress spotted on Meghan Markle and the famous Emma vest donned by Sofia Richie.
Bondi-born label Sir leans into a distinctly Aussie laid-back sensibility with dreamy collections made up of lived-in linens, breezy resortwear and subtle tailoring. Its pieces bring together ruffles and feminine frills with cool cuts and clean lines, living somewhere between poolside chic, sophisticated island girl and effortless business casual. And don’t get us started on its flattering swimwear with playful prints and beaded details.
Streetwear label Song For the Mute is the love child of best mates Melvin Tanaya and Lyna Ty. Riffing off the duo’s Indonesian, French and Australian backgrounds, the brand creates bold, androgynous designs often inspired by ’90s sportswear and avant-garde aesthetics. Last year SFTM opened its first flagship in a heritage-listed George Street, Sydney spot. Pop over to try on the label’s second collaboration with sneaker giant Adidas.
St Agni has amassed fans all over the world, namely supermodel Kendall Jenner, who regularly flexes the Byron Bay label’s minimalist designs. The adage “less is more” rings true with the brand’s pared-back sophistication. Invest in its oversized button-ups tailored to crisp perfection, slinky silk slip dresses, slouchy pants, deconstructed blazers and tanks with abstract details. Or slide into its buttery-soft leather footwear.
Melbourne SPF brand Ultra Violette makes sun safety fun with playful packaging that sits pretty on any bathroom shelf. Its sunscreens – or “skinscreens” as the brand likes to call them – have a cult following both at home and overseas. Favourites include the hydrating Supreme Screen, the fragrance-free Fave Fluid and the much-loved and uber-glowy Queen Screen serum. There’s also SPF-powered make-up for a subtle tint with maximum protection.
What began as a menswear clothing label has grown into a full-blown haven for global resort and leisurewear. Venroy blends European high summer with Australian ease, attracting admirers like model and actress Iris Law. It’s known for its viral lounge skirts, and this season it has released crochet pants, mesh swimwear cover ups and blue-and-white Greece-inspired prints.
Auckland designer Wynn Hamlyn injects a playful sensibility and unexpected twists into everyday wardrobe staples. A classic LBD is broken up with macrame panelling, for example. Chunky two-tone cable knits are stitched asymmetrically. Ripped tanks are strapped together at the neck. The New Zealand label brings attention to the details, experimenting with the traditional bounds of form and material.
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