Wikipedia lists 65 Aussie fashion brands, but those Down Under know there's far more talent where that came from - up-and-coming labels such as Albus Lumen, Anna Quan and Lee Matthews were standouts at Mercedes-Benz Fashion Week Australia and ELLERY, Realisation Par and Zimmermann are firmly cemented in the international fashion circuit.
“Fashion is a powerhouse industry that drives annual retail sales of around $9.2 billion and employs some 77,000 people in NSW across manufacturing, wholesaling and retailing,” NSW Minister for Tourism and Major Events, Adam Marshall, told Forbes. But success overseas isn't as easy as the above labels make it out to be. Many designers still need that global platform, something Instagram has been instrumental in elevating (Spell Byron Bay alone has a following of 927k).
Below - in no particular order - we've listed the 12 most popular Australian labels, many of which are probably sitting pretty in your wardrobe already.
11. Spell Byron Bay
Every boho girl's dream label Spell Byron Bay was started by sisters Isabella Pennefather and Elizabeth Abegg after Isabella (nicknamed Spell) started selling hand-crafted jewellery at Byron Bay’s local artisan markets. The label quickly grew a cult following (927k on Instagram alone) and counts celebrities such as Alessandra Ambrosio and Vanessa Hudgens as fans.
10. Realisation Par
You'd be forgiven for thinking cult-label Realisation Par was born in America. But, in actual fact, designers Alexandra Spencer and Teale Talbot started the brand in Melbourne, before it quickly gained a huge international following for its wrap dresses, cute floral prints, and, more recently, the leopard print skirt they can't keep in stock. With 408k followers on Instagram and celebrities such as Kaia Gerber, Bella Hadid and Alexa Chung, it's no wonder stock is always flying off the shelves.
9. Bec + Bridge
Founded in 2003 by Sydney duo Becky Cooper and Bridget Yorston, Bec and Bridge is now more popular than ever. The label boasts 532k Instagram followers and celebrities such as Kim Kardashian, Gigi Hadid, Hailey Baldwin, Selena Gomez, Kendall Jenner Em Rata and Kaia Gerber - to name but a few - have been spotted sporting the brand in the past year, prompting international publications to report on the standout Aussie label.
Founded by designer Kym Ellery in 2007 as a side project while she was working as a stylist, ELLERY has since gone on to become one of Australia's most successful fashion labels. Worn by everyone from Rihanna to Solange Knowles, Cate Blanchett and Elle Fanning, ELLERY now shows on-schedule at Paris Fashion Week - something only two Australian designers had been approved to do before (Collette Dinnigan and Martin Grant). In December 2017, ELLERY announced the decision to also show at Paris Couture Week and split the collection between the two runway shows.
7. Toni Maticevski
Think of Toni Maticevski and instantly beautiful, lace wedding dresses (like the one seen above on model Lindy Klim) pop to mind, but so do race day appropriate dresses, embellished gowns and structured blazers. Founded in 1999 in Melbourne, It's the Australian label that does it all - ridiculously well.
6. Dion Lee
Founded in 2009 by Sydney-based designer of the same name, Dion Lee has long been a staple in every Australian woman's wardrobe. Now it's also a staple in the wardrobes of Bella Hadid, Kendall Jenner and Selena Gomez. Sorry Bella, but we wore it first.
Founded in 1991 by sisters Nicky and Simone Zimmermann, the fun and feminine label has worldwide acclaim, showing at New York Fashion Week every season. With 1.2m followers on Instagram alone and a huge celebrity fanbase, Zimmermann has cemented itself firmly at the forefront of Australian fashion.
4. Romance Was Born
Sydney-based designers Anna Plunkett and Luke Sales launched Romance was Born in 2005 and since then the exuberant and fanciful label has become an iconic fixture in the Australian fashion scene.
Fun, flirty and feminine, Aje was founded in 2008 by lifelong friends Edwina Robinson and Adrian Norris. It's the label that oozes cool with It girls everywhere opting for cute pleated dresses and embellished blouses. Just take one look at their Instagram (complete with a following of 246k) and you'll instantly want to throw out everything in your wardrobe and replace it with Aje.
2. Camilla & Marc
Seen on everyone from Meghan Markle to Kendall Jenner, renowned Aussie brand Camilla & Marc has long been a favourite of women everywhere. Boasting 293 k followers on Instagram and with a standout show at this year's Mercedes-Benz Fashion Week Australia, the label, started by designers Camilla Freeman-Topper and Marc Freeman, is going from strength to strength. Let's be honest: You need no convincing, you're probably wearing it right now.
In 1999, Melbourne-based designer Lisa Gorman fun and quirky label with no intention of taking it any further than one collection. Fast-forward 19 years and you have the beloved brand Gorman is now, complete with footwear, accessories and homewares.