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 15 most popular Australian labels, many of which are probably sitting pretty in your wardrobe already.
15. Sass & Bide
Instagram followers: 326k followers
Worn by the likes of Beyoncé, Sarah Jessica Parker, Madonna and Rihanna, Sass & Bide has been a beloved Australian label since the early 1990s. Founded by Heidi Middleton and Sarah-Jane Clarke, the excessively stylish aesthetic is versatile and wearable season after season.
14. Manning Cartell
Instagram followers: 208k followers
Manning Cartell was born from sisters Cheryl, Vanessa and Gabrielle Manning, who joined forces to bring their vision of femininity, strength and beauty to life. With a strong commitment to innovation and sustainability, the brand is accredited by Ethical Clothing Australia and is known for both its luxurious ready-to-wear outfits and celebrity status—including the likes of Kylie Jenner and Jennifer Hawkins.
Instagram followers: 367k followers
With inspiration from her respective love for colour, travel and beauty, Sydney-based designer Camilla Franks founded her namesake label over 15 years ago. Bursting at the seams with creativity, Camilla is the perfect boho addition to any wardrobe. With fans such as Beyoncé, her success is easy to see.
12. Alice McCall
Instagram followers: 553k followers
Launched in Australia, Alice McCall’s namesake brand has skyrocketed to success since its inception. Her eye for detail and instinct for design has kept her piece on the cutting edge of feminine style. Worn by celebrities like Priyanka Chopra to Kacey Musgraves, there’s no wonder why it’s so popular.
11. Spell Byron Bay
Instagram followers: 1.1 million
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 and counts celebrities such as Alessandra Ambrosio and Vanessa Hudgens as fans.
10. Realisation Par
Instagram followers: 611k followers
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 celebrities such as Kaia Gerber, Bella Hadid and Alexa Chung, it's no wonder stock is always flying off the shelves.
9. Bec + Bridge
Instagram followers: 617k followers
Founded in 2003 by Sydney duo Becky Cooper and Bridget Yorston, Bec and Bridge is now more popular than ever. The label boasts 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.
Instagram followers: 290k followers
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
Instagram followers: 361k followers
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
Instagram followers: 410k followers
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.
Instagram followers: 2.1m followers
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 a huge celebrity fan base, Zimmermann has cemented itself firmly at the forefront of Australian fashion.
4. Romance Was Born
Instagram followers: 83.4k followers
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.
Instagram followers: 391k followers
Fun, flirty and feminine, Aje was founded in 2008 by lifelong friends Edwina Forest 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 and you'll instantly want to throw out everything in your wardrobe and replace it with Aje.
2. Camilla & Marc
Instagram followers: 337k followers
Seen on everyone from Meghan Markle to Kendall Jenner, renowned Aussie brand Camilla & Marc has long been a favourite of women everywhere. Boasting 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.
Instagram followers: 265k followers
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.