A brief guide to Australian fashion brands
A definitely non-exhaustive list of some of my favourite labels of the moment, part 1.
Australian fashion is known overseas to be all about the colour and the hot summer dresses; we do have great beaches after all and people are generally a bit more comfortable showing a bit more skin. We’ve got that here — get into it — but there are also brands that are in the world of supremely refined wardrobe classics.
Though Australia does warm weather dressing really well, being in the southern hemisphere our seasons are ‘upside-down’ — our winter is in June, July and August and our summer is December, January, February. (Yes, we have a hot Christmas where we eat icecream and go swimming.)
From where I am, Substack seems dominantly American and then UK. While y’all up there are talking about how to layer in warm weather right now (it’s something I covered back when we had summer a few months ago), as I’m writing this in Sydney it’s 10 degrees Celsius or 50 Fahrenheit.
Do people realise I live in Australia? I think so? I hope so! From those who have realised — I’ve noticed an increasing number of newsletter subscribers who aren’t based in Australia — I’ve had some questions about Australian fashion.
This is by no means an absolutely exhaustive list of Australian brands of course; these are some I’ve been eyeing off or have been wearing a lot recently. I’ve also skipped over some of the major brands that I feel like lots of international readers might already know, like Zimmermann, Christopher Esber, St Agni, Dissh, Camilla & Marc and Aje.
For other Australians or those familiar with Australian fashion, let me know what Australian brands you’re enjoying at the moment in the comment below.
There will be a part 2, and maybe I’ll be magnanimous enough to include some New Zealand brands (this is a very Australian joke, please don’t come for me).
Alemais
What it’s known for: Impeccable use of irreverent prints and spliced colour with a sunny disposition. They have just shown a collection in Morocco, making clear their international goals.
Signature pieces: The printed shirt with matching shorts was seen everywhere for the past few years — I like their new version (top far left) of the shirt and skirt combination. Their shift dress also sells like hotcakes (I know, I tried to buy one of the earlier versions and it kept on selling out) so I’ve seen them do it time and time again — I think it’s an easy way to dip into the brand if you’re a print and colour novice. Don’t sleep on the outerwear and costume jewellery.
A. Emery
What it’s known for: Pared back, elevated classics for those who need everything to work from day to night and everything in between. Colours are neutrals only — you most varied you’ll get are khakis and chocolate browns.
Signature pieces: The cult sandals — the streamlined Kinto, the padded footbed Jalen — and so many more. They’ve recently branched out into clothing and it’s proven to be a also does clothing. A veritable hit-maker, its elasticised waist bias-cut pants (I have them in white) can be worn with oversized shirts in summer or chunky knits and coats in winter.
Sir the label
What it’s known for: Slinky yet fashion-forward whilst being laidback, Sir is what you’re seeing on the coolest girls who are going out for long lunches in the summertime.
Signature pieces: Their lace insert dress is a serious bestseller. I borrowed a friend’s once and it is so flattering, I’m not surprised that it’s still such a coveted piece. Their tie mini dress (far right) I’ve noticed has also been selling out quickly too.
Friends With Frank
What it’s known for: Wardrobe essentials in good fabrics at a reasonable price. These pieces are ideal for a laidback-yet-polished workplace, or if you want to look more pulled-together on the weekend. You feel like you’re getting good value for the financial outlay. I’d put it in the same world as Donni and Leset.
Signature pieces: The outerwear and jeans are real winners. I wear a lot of their coats including having this one in two colours for good reason, and have been impressed with their knitwear as well — this is the first category they got into. I remember in their early years they launched with a ribbed knit dress which really took off, and it’s really gratifying to see a brand make the most of this opportunity to expand in other categories so well.
Posse
What it’s known for: Slightly vintage-inspired summery pieces. It’s a bit Doen-lite, which to me means it’s way easier to wear. Now stocked by the likes of Moda Operandi (where its collaboration was reportedly one of the retailer’s standouts), it also gained more attention when Sofia Richie wore their vest and skirt as a pre-wedding outfit.
Signature pieces: Their shorts are going off at the moment, particularly the ones that are more bloomer-esque (like the white ones above). They’ve been doing eyelet/lace-esque detail for a while and with the trend for these pieces, they will grow in popularity even more.
Lee Mathews
What it’s known for: Celebrating its 25th anniversary this year, Lee Mathews turned to designing after working as an art director and illustrator. There is definitely cool-art-teacher quality to this brand in the best way possible.
Signature pieces: Anything with interesting fabrics — there’s ample use of poplin and clashing prints. Imagine these pieces being worn in a chic art studio.
Lucy Folk
What it’s known for: Artsy, eclectic with a sense of humour.
Signature pieces: Starting out in jewellery, its gold crocheted pieces (like the above pearl and serpent necklace) are truly so unique. For apparel, their raw silk separates evoke bohemian luxe — lots of their pieces are printed in Morocco or embroidered in Mumbai, reflecting the brand’s gypset energy.
Antipodean
What it’s known for: Colour and dramatic silhouettes — the founder’s background is in textile design with studies in costume design.
Signature pieces: The printed kaftan (far left) and placement prints. They’ve also dabbled in matching printed sets too, which you see all over Sydney come summer time.
Esse Studios
What it’s known for: Being supremely elegant and refined. I’d say it’s in a similar world to the likes of Khaite-lite. While they do plenty of daywear, their evening pieces are truly exquisite.
Signature pieces: Sculptural yet tactile pieces like this new season skirt and I’m nuts for anything with a good cape/drape situation like this coat. Their fringed skirt always sells out and they do fantastic bodysuits.
Beare Park
What it’s known for: Cool, elevated that’s very slightly sexy and impeccably made.
Signature pieces: My predictions from their new season include this silk dupion miniskirt, since their long shorts in the same fabric were absolutely everywhere last year. Their sheer items like this top are also absolutely killer and make for great layering pieces.
Let me know which other Australian brands you love at the moment.
I love to follow the Lesser store on instagram, they do a great job at mixing Scandinavian designers with Australian designers, in the most chic and minimal selection! @lesserstore on ig
I love this post. Thanks. I always read the clothing label for where it is made, this enamours me to brands such as Bassike and Vicktoria and Woods. I am excited to observe an increase in made in Australia for Lee Matthews, they are one of my favourites. I think they are having a strong season with more to come.