European brands may have dominated the world these past decades but the spotlight has shifted and rightly so. Australia, that land down under with its unique landscape and easygoing attitude, has emerged as the place to beat when it comes to finding the next best trends and classic pieces. Meet the 6 most important Australian fashion designers who should be gracing your closet.
Alex Perry
It came as no surprise when Alex Perry was named as the country’s premier couturier. Perry, who was born in Sydney, opened his first atelier immediately after completing school. He made his mark immediately, thanks to his launch of glamorous sheaths and extravagant jeweled corsets. His brand includes a ready-to-wear collection but he is mostly known for his statement dresses and ball gowns.
Perry’s designs are fantastic at flattering the figure, accentuating all the best areas to show the wearer at their best. He’s a favorite among celebrities such as Jennifer Lopez, Rihanna, Sandra Bullok, Gwyneth Paltrow, and Gigi Hadid. His designs have appeared in top magazines, including Vogue Australia, Marie Claire, Harper’s Bazaar Australia, and InStyle.
Aje
Aje had been growing steadily in Australia, with boutiques opening in different cities and their ninth Aje Athletica store just launched. Aje is the brand name that designers Adrian Norris and Edwina Forest founded in 2008. The pair wanted to make clothes that promoted what they called “raw beauty, effortless cool, and tough femininity”.
The brand is decidedly urban yet coastal, featuring curated mix of stylish basics and crafted statement pieces. What the designers go for is understated elegance – simple lines mixed with surprising flairs placed at just the right places. Their clothes are self-assured, confident, yet laid back.
Bec + Bridge
Founded in 2003, Bec + Bridge has grown a steady following and is now one of the most popular Australian designers to grace the bodies of leading celebrities. This is the Cool Girl brand, aimed at creating cool, confident looks that anyone at any age will be able to wear. From their basics to their separates to their evening wear, Bec + Bridge is stylish perfection, one that speaks to the senses but never forgoes comfort for style.
Bec + Bridge is made up of Bec Cooper and Bridget Yorston. The two met as students at University of Technology at Sydney and became inseparable. Their friendship blossomed into their brand, which they founded in 2003.
Camilla and Marc Freeman
This brother and sister duo is one of Australia’s style gems. Their designs are elegant and contemporary, leaning towards sophisticated lines that are unabashedly Australian in attitude. The Freemans make use of unique details paired with colorful prints, structured in classic tailoring. The results are simply stunning in an understated way – high-end design, timeless yet modern, and even stylishly androgynous.
After launching in 2003, the brand became a local and international favorite. Already, the designer duo counts celebrities Kate Bosworth, Kristen Stewart, and Kirsten Dunst as fans.
Zimmermann
No mention of Australian style is ever complete without the luxury brand Zimmermann. Founded by Nicky and Simone Zimmermann in 1991, the brand has since grown into one of Australia’s top names, presenting annual ready-to-wear collections locally and in the U.S. Zimmermann built its reputation by producing luxuriously elegant clothes and accessories using top quality natural fibers.
The brand is famous for avoiding trends, opting to produce clothes that are timeless and always in style. People who wear Zimmermann are known to keep favorite pieces for years and still wear them with new releases. Zimmermann designs are known for their excellent craftsmanship and classic lines, hence the durability of their clothes. It has also expanded its lines to include accessories, kids, and swimwear. The brand is also proudly fur-free and avoids banned animal-derived materials.
Alice McCall
Alice McCall is known for her fun, flirty, uber-feminine dresses, exactly the kind of clothes that fit every special occasion where the wearer just simply wants to stand out without trying too hard. Her designs feature soft lines paired with arty prints and executed with an innovative approach. Fans of the brand love the playful designs and chic sensibility that show in the brand’s dresses, jumpsuits, and playsuits.
Alice McCall is unafraid to make pieces of solid color blocks, accentuating the otherwise monotone of the hue by using textured fabrics, structured cuts, and puffed sleeves. The result is a lovely, seamless fashion statement that is as timeless as it is classy.
