From Down Under to the Big Apple

Making a fashion statement in New York

In 2012, Kaylene Milner lived in New York as a fashion graduate. This year, she returned to the city not as a student but as the founder of WAH-WAH, an acclaimed Australian knitwear label, to showcase her design collaborations at New York Fashion Week (NYFW) 2025.

Her collaboration with Indigenous artist Kaylene Whiskey took centre stage, capturing the attention of passers-by in the Hudson Street showroom. “People did a double take, and many walked away with the full set,” she recalled.

Kaylene was one of 13 Australian brands showcased through the WeWearAustralian initiative, a partnership between Showroom-X and Australia Post. Many of those brands, including Viktoria & Woods, bond-eye swim and Van Der Kooij, attended in person, participating in activations designed to connect them with the US market.

For Natasha Veenhuizen, designer and director of Van Der Kooij, the experience was a major validation of her vision and hard work.

“There’s something incredibly humbling about being featured alongside Australia’s most renowned designers. It felt like a dream come true and a huge milestone for my brand.”

Championing Aussie fashion on a global stage

Founded in 2020, WeWearAustralian began as a response to the pandemic, supporting the local fashion industry through difficult times. Since then, it has evolved into a platform that champions Australian fashion, at home and abroad.

Australia Post Executive General Manager, Gary Starr highlighted the importance of this partnership: “We have a wealth of talent in Australia. By providing strategic logistics advice, we can help our local brands expand both domestically and internationally.”

WeWearAustralian created a fully immersive retail space at NYFW to introduce VIP guests and shoppers to Australian fashion. With a red earth floor, eucalyptus-draped ceilings and a Terra Australis fragrance by Australian perfumer Lumira, the space transported visitors straight to Australia.

“Walking into that space at the launch party was a surreal moment. I felt so proud and emotional to be representing WAH-WAH and the artists I work with,” said Kaylene.

The experience extended beyond aesthetics, with designers gaining access to a three-month membership with JOOR, the leading wholesale management platform.

Why Aussie fashion is on the rise

Fashion remains the most popular category for international shoppers buying online from Australia.¹ The online share of fashion revenue reached 31% in 2024 and is expected to rise to 40% by 2029², attracting 2.8 billion shoppers globally.

Australian brands stand out for their high-quality craftsmanship, a key differentiator in global markets. Dianne Biviano, Head of Marketing at Viktoria & Woods, explained, “We do things differently. Our cardigans use high-quality Merino wool, and they’re beautifully made and designed.”

“Customers are looking for that, they’re quite discerning. There are other markets in the world that mass produce, but the Australian market has something really special.”

The Australian lifestyle also plays a part. Bronte Randford, Marketing Manager at bond-eye swim, believes this is especially true for swimwear brands: “We know how to do swimwear well because we live in swimsuits. We sell the Australian summer.”

Price competitiveness has also improved with the lower Australian dollar, making homegrown brands more attractive to international shoppers. Currently, the top markets buying from Australian retailers include New Zealand, China, India, South Korea, Canada, the US, the UK, and Southeast Asia.¹

Succeeding in eCommerce - at home and abroad

Expanding into global markets isn’t without its challenges. From navigating logistics to ensuring smooth delivery, Australian brands must be strategic to succeed.

According to research³, 50% of international shoppers abandon cart if shipping is too expensive, while 45% expect delivery to match the timeline provided. Meanwhile, 26% won’t purchase if a retailer’s returns policy isn’t clear.

Kaylene shared a simple but effective strategy: “Offering different tiers of shipping options, from standard to express, can really influence conversions. I exclusively use Australia Post for my local orders and offer it internationally as a cost-effective option.”

For Natasha, Australia Post’s prepaid satchels and next day delivery service have helped streamline and speed up the sending process for international and domestic orders respectively.

“Next day delivery has been incredibly valuable in ensuring my products are delivered not only on time but also safely and securely across Australia. This is crucial when meeting tight deadlines for fashion events and fulfilling customer orders,” she said.

A launchpad for future success

NYFW 2025 has already opened doors for both WAH-WAH and Van Der Kooij.

Kaylene has received invitations from New York-based venues to host events on her next visit. “Knowing there’s a support network wanting to work with me is invaluable and flattering,” she said.

Natasha has also been approached by retailers and collaborators looking to showcase her brand internationally. “This is a game-changer in terms of networking and building meaningful relationships in the fashion industry,” she said.

So what’s their advice to other independent Aussie fashion brands dreaming of going global?

Kaylene’s advice is simple – focus on doing one thing exceptionally well rather than “creating a large product offering that doesn’t have a point of difference.”

Natasha added, “Believe in your vision and stay true to your roots. The world is always looking for fresh perspectives, so take risks and don’t be afraid to dream big.”

NYFW 2025 proved that with the right exposure, logistics support, and ambition, the world is ready to embrace what Australian designers have to offer.