22 To Try: The Best Australian Fashion Labels That Launched in 2025
Words by Maggie Zhou · Updated on 20 Jan 2026 · Published on 20 Jan 2026
In a time when local businesses and retail shopping are taking a hit, it’s invigorating to see new fashion labels emerge. It’s one quiet, defiant way that Australians are flying in the face of expectation, and who are instead choosing to make their dreams a reality. These are our top picks of fashion labels that launched in 2025, from technical menswear and accessories labels, to Melbourne-made contemporary womenswear. Who knows? It might just be a matter of time before you’re donning their designs.
Mai Mai
Fashion is in the veins of An Huynh, the founder of accessories and womenswear label Mai Mai. After a decade of working in fashion design, Huynh decided to take the leap and create her own label. Meaning “forever” in Vietnamese, Mai Mai is a love letter to her cross-country roots of Vietnam and Australia. Growing up, she watched her refugee parents tailor garments from home for Australian labels, and her fascination with fashion has only grown from there. Since its launch, Mai Mai has released a collection of accessories, including sandals, belts and bangles. Her favourite piece is the Lan studded suede sandal in slate grey. Pieces are made from deadstock fabrics by a family-run Saigon-based atelier, where Huynh will be relocating to later this year. Mai Mai’s first apparel collection is set to launch in April.
Belski
Australia’s obsession with Scandinavian style is not going anywhere, and Belski is here to prove it. After spending two years in Sweden, Sydney-based content creator Amy Kaleski has returned home with a new womenswear label. Belski draws inspiration from slow Scandinavian summers and vintage silhouettes, with Kaleski wanting garments to feel “special and nostalgic”. A considered 10-piece collection has since launched, with the Margaux minidress being a fan favourite. Kaleski’s personal favourite is the Freya skirt, a piece she believes “encapsulates everything the brand represents”, with a “romantic silhouette” and “intricate panelling delicately overlaid with lace”.
Romeo Waiting
Romeo Waiting is the new womenswear label made for women with tenacity and a dose of sass – women who would keep Romeo waiting. Headed up by content creator Maxine Wylde, Romeo Waiting makes colour-drenched wardrobe heroes, manufactured in Melbourne. Drop one comprises a tank top, a mock-neck top, a miniskirt and a workwear-style jacket. There are no black and white pieces here; instead you can buy garments in matcha, periwinkle and espresso hues. Anyone who’s stumbled across Wylde’s colourful digital presence won’t be surprised.
Victoria Bliss
Sometimes you’ll come across a new label that feels like it has been around for ages. Despite only launching in November, Victoria Bliss is one such label. The eponymous Tasmania-based womenswear brand prides itself on its attention to detail, fine-crafted silhouettes and careful tailoring. Inspiration for the label was found in the quilt passed down from Bliss’s grandmother. That rich history and love of textures can be found throughout Victoria Bliss’s first resort collection, 16 pieces that Bliss hopes will “celebrate womanhood in all its strength and softness”. Her favourite item is the She is Captivating gown, a triple-tiered dress with an internal construction informed by Vivienne Westwood’s corsetry, a technique she learnt at RMIT from a former Westwood employee. Each Victoria Bliss piece is made of at least 90 per cent natural fibres, and comes with a care and repair promise to elongate the life of each garment.
Arvello
There’s a new menswear label on the sartorial block. According to its founders Sam Darvill and Armando Zurzolo, Arvello seeks to bring “minimalism and artistry together” through wearable, summer-ready pieces. It’s a local label that thinks globally: knitted polos are made in Italy, organic cotton T-shirts are made in Portugal and hand embroidery is finished in India. “Craftsmanship is central to what we do, and techniques like hand embroidery especially excite us for the individuality and human touch they bring to each piece,” Darvill and Zurzolo say. “You’ll find that most pieces have been made from natural fibres like cashmere, cotton, linen and hemp. The founders are particularly fond of the Coastal hand-embroidered shirt and the Contrast caramel knitted polo.
Saive Denim
Saive Denim knows that fashion has a waste problem. In fact, Melbourne founders Danielle Palermo and Isabella Opasinis are actively trying to combat it with their recycled denim brand, which spins new wares out of discarded fabric. For now, that’s its Sunday bag and Saive cap. The Sunday bag, an angular shoulder bag, is the pair’s favourite piece. “It’s practical enough for daily wear yet intentionally refined,” the duo say. “The Sunday bag embodies a sense of fun, authenticity and freedom, qualities we hope Saive Denim will be remembered for.”
Estroni
We’ll admit it, a lot of the activewear brands on the market can feel and look a bit samey, but not Estroni. The recently relaunched activewear label has cemented its focus on pieces predominantly made from merino wool. Founder Ellie Tam has released a capsule collection made up of a crossback sports bra, a racerback sports bra, a tank top and a bike short. She advocates for merino-wool activewear because of its natural odour-resisting, temperature-regulating, breathable and moisture-managing properties. Tam’s favourite piece is the crossback sports bra. “Aside from the energising shade of red, it’s an easy everyday bralette with a flattering curved neckline and sturdy straps,” she says.
The Driven Snug
The Driven Snug has doubled down on making quality, old-school style leather jackets that last. The new label’s founder, Raz Rizvi, says it all came from the desire to help “people look cool without overthinking it”. There are currently five styles of jackets on offer – a bomber, a trucker and a few biker jackets. Rizvi’s personal favourite is the Iron Howl biker. “It’s a bold, no-nonsense jacket designed for colder weather, drawing on classic silhouettes but built with everyday wear in mind,” he says. Plus, The Driver Snug’s manufacturers are Leather Working Group certified.
23rd August
This might just be the new womenswear label to blow up this summer. Launched at Adelaide Fashion Week, 23rd August is a contemporary, ready-to-wear label fusing delicate femininity with practical realness. Headed by former C/meo head designer Nini Wang, the South Australian label isn’t afraid of making a statement. “I create worlds where clothing, texture and living spaces come together as art,” Wang says. Its first drop is extensive, with 15 products on offer. Standout pieces include its Feeling Lost range, with pieces like a sheer, beaded button-up shirt and a draped halter top with hand-sewn sequins.
Gup
Launched in August, Gup is Melbourne’s newest footwear and accessories label. Founded by Sinead Hargreaves, who formerly ran womenswear label Limb, Gup takes wardrobe staples and refines them with a twist. “Gup is a small collection of considered pieces, each created with timeless design in mind,” Hargreaves says.
Currently, it has two styles of shoes available: a crisscross buckle-strap take on the Mary Jane and a square-toed loafer, in black and a snakeskin print. Over in its accessories section, Gup has released one bag, hat and a scarf. Its considered way of producing carries over to its collaborative projects, like its recent Arts Project Australia release and upcoming creative industry workshops for disabled and neurodivergent artists.
Girl On Sunday
Pyjamas aren’t strictly bed attire anymore. Girl on Sunday’s founder Sally Erickson is an advocate for sleepwear that transcends sleep quarters. Made in Melbourne, her vintage-inspired matching sets tap into girlish joy, with pastel tones and hearts, bows and floral patterns embellishing her classic silhouettes. Using a mix of deadstock and natural fibre fabrics, Girl on Sunday treads carefully on the planet. There are currently 10 sets on the market, with a mix of pants and shorts for the trans-seasonal weather.
Saia
Saia is quiet, but powerful. The ready-to-wear womenswear label is discerning and deliberate, rooted in simplicity and strong values. Founded by Jess Williams, previously a buyer at My Chameleon, Saia makes its pieces in Australia with fibres from Italy and Japan. Its first release homes in on wardrobe staples, like a pair of black trousers, a double-breasted blazer, a white T-shirt, a button-up and a silk skirt.
“Saia was designed to move with a woman’s real life – the kind that’s layered, busy and constantly evolving,” Williams says. “Each silhouette began with functionality and form: clean lines, timeless proportions and an awareness of how women actually live and move. The goal isn’t minimalism for its own sake, but clarity – having fewer pieces that do more, and feel right every time you wear them.”
Attune
Hailing from Melbourne, Attune is an emerging contemporary streetwear label. All pieces are made to order by founder Amy Crowe, with a two-week production time. Earlier this year, Attune underwent a rebrand, concentrating on tanks and tees with a twist. Offered in sizes 6 to 18, Attune’s range of affordable pieces is a welcome addition to the local slow fashion landscape.
Attune’s Eileen top, both as a long-sleeve and as a tank, is the ultimate going-out top. Its Star tees see Crowe DIY-ing white T-shirts with cut-and-sewn patchwork stars. As a one-woman operation, Crowe is able to accommodate custom requests, from sizing to colourways.
With Elan
In September, Brisbane label With Elan launched with a clear vision in mind. “After studying fashion, I became deeply aware of the damage caused by the industry – from overproduction to the loss of craftsmanship and connection,” founder Kasey Hambuechen says. “With Elan is my personal exploration of that idea – garments made by real hands, rooted in tradition, with the kind of detail you rarely see in fast fashion.”
With Elan made its debut with a single garment: the Saphira dress, a quaint and feminine tiered maxidress crafted from cotton and linen. There are just 20 pieces made in each of the three colourways, meaning these are keepsakes as much as they are clothing.
Simone Thomson
Wurundjeri Woi-Wurrung and Yorta-Yorta artist Simone Thomson has made her foray into the fashion world. The acclaimed sculptor, maker and artist launched her first fashion collection, Nugal Biik, as part of this year’s Country to Couture runway in Darwin. Her culturally rich artworks have been interpreted into a range of ready-to-wear pieces, from bomber jackets and blazers to sequinned dresses and matching sets.
“The collection transforms my artworks into garments to tell stories of land, language and lineage through fashion,” Thomson says. “Every piece is designed to carry ancestral meaning into contemporary wear.”
On a Good Day
At 151cm, Gill Pereira knows what it’s like wearing clothes that haven’t been designed with her height in mind. It’s why she started her label, On a Good Day. “Short women deserve the same level of design attention as everyone else,” Pereira says. “We shouldn’t have to spend extra on alterations or make do with styles that were never made with us in mind.”
The Sydney label specifically makes clothes for women up to 160cm tall. Available in sizes 4 to 14, there are currently six styles available: a practical jumpsuit, a range of dresses and a couple of pairs of pants. The garments have been designed with a sizing system made for shorter frames, ensuring well-fitting pieces for folks under 160cm.
Issa Turner
Issa Turner launched at the end of April, but you wouldn’t have guessed. The timeless womenswear label is luxe and sophisticated; it feels like it’s been around for a lot longer. Two Melbourne women with over 35 years of fashion experience between them are behind the label. In designer and director Jennifer Freijah’s eyes, Issa Turner creates “beautiful, wearable and detailed forever clothes”.
Onto its third collection, Issa Turner is doubling down on its slate of considered, elevated wear for the office and beyond. It's sexier than ever, with lingerie-inspired pieces making a case for sultry, feminine summertime dressing.
Morrow
Ryan Morrow’s eponymous menswear label is creating a bit of buzz. His résumé speaks volumes; he was previously a designer at Jac & Jack and P Johnson, and has consulted for Song for the Mute and Commas.
He’s now stepped out on his own. “Morrow is about creating refined, functional pieces – each design considered through the lens of how it can move between, or quietly connect, moments in the city and the natural world,” he says. Growing up between the Northern Rivers and Newcastle, Morrow has always had an affinity for nature. His label, which is mostly produced in Australia, is a physical manifestation of this love.
The Dry jacket is one of the first pieces he designed. It “really captures something about Australia in a modern way. It’s highly functional – water-resistant, with maybe a few too many pockets – but there’s an elegance and ease to the fabric, colour, and silhouette that feels both practical and cool.”
Consilio Club
Launched at the end of February, Melbourne label Consilio Club takes inspiration from the Italian philosophy of “sprezzatura” – the idea of nonchalant, effortless grace. By fusing “timeless style” with “modern streetwear”, its founder William D’Arcy has created a new label that communes with the past.
Slowness is its heart; everything’s made in Collingwood and designed a suburb over. “This is especially important to me in an economy that has been pushing manufacturing overseas for so long,” D’Arcy says. “There is a handful of Melbourne-made brands, and I’m proud to be one of them.”
His favourite garment is one he was initially “scared to share” – the dark grey wool shorts. “At a small launch, both friends and strangers tried them on. They all had glowing smiles,” he says. “Seeing people fall in love with something I made, it was the first time I felt truly proud of my work.”
Audrey Atelier
Sydney label Audrey Atelier combines the past and present through releasing its own collections alongside sourced preloved pieces. “Audrey Atelier celebrates individuality through timeless, thoughtful design,” founder Maddie Langshaw, says. Currently, there are three of its own pieces up for grabs: the Audrey blazer, dress and skirt. The neutral-toned pieces have been inspired by bygone decades and workwear staples.
The blazer is Langshaw’s favourite piece, although she enjoys sourcing second-hand garments too. “I also love curating thrifted bundles for customers,” she says. Finding unique, pre-loved pieces that reflect someone’s style is incredibly rewarding.”
Miew
In founder Monique Grasser’s words, Miew creates “timeless staples in thoughtful, limited runs, made to be worn often, loved deeply and kept for years”. Made in Melbourne through a pre-order and waitlist model, Miew’s pieces have intention stitched into their seams. There are only a couple of products out right now: its tailored trousers and white shirt bodysuit. The latter is Miew’s hero piece and Grasser’s favourite. “It offers the polish of a classic shirt without the need to adjust it throughout the day,” she says.
The Identical
The Identical used to be a joint venture between – you guessed it – identical twin sisters. After a hiatus, it was decided that one twin would step away, while the other took the reins. The local label is now headed up by stylist Ruby Seymour, who is giving The Identical a streetwear edge. Its manufacturing team is made up of eight people in Vietnam. Seymour’s favourite garment is the Axel top. “I loved the design process of this one, taking a classic oversized shirt and turning it into something that feels really unique and considered,” she says.
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