While the global spotlight is on Australian fashion during Mercedes Benz Fashion Week, we ask our nation’s most iconic and influential designers what they believe defines our Australian style.

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Best friends Adrian Norris and Edwina Forest originated the cult brand in 2008. Their label pays homage to Australia’s quintessential coastal and urban style, through a curated mix of effortless essentials, and statement occasion pieces.

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“I would define Australian style by its uniqueness. For a long time, Australia was disconnected from the rest of the world. We had to find ways to stand out.”

Edwina Forest
Creative Director

Dion Lee

Established by its eponymous creative director in 2009, the label is renowned for experimental construction, combined with traditional tailoring. The aesthetic is technical with an intelligent sensuality.

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“You can draw parallels between New York and the urban lifestyle in Sydney. Like the way in which people put clothes together in a very informal way. It’s a style that’s quite effortless.”

Dion Lee
Owner & Creative Director

Bec + Bridge

Becky Cooper and Bridget Yorston have carved out a niche in the Australian fashion industry with their shared vision and intuitive business sense, earning the Bec + Bridge brand a formidable reputation both locally in Australia, and abroad.

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“The Australian lifestyle tends to be quite relaxed and we feel Australian fashion follows. It’s cool and effortless, with a feminine and sexy edge.”

Bec Cooper


Founded fifteen years ago in Sydney’s Bondi Beach by designer and artist, Camilla Franks, CAMILLA has captured the imagination of the world with its vibrant and bespoke bohemian lifestyle offering.



“It means playful craftsmanship mixed with unapologetic vibrancy.”

Camilla Franks
Owner & Creative Director

By Johnny

Founded by Johnny Schembri in 2009, the brand grew rapidly from humble beginnings as a stall at Sydney's Paddington Markets, in collaboration with Johnny’s sister Renee. It quickly gained national recognition after Johnny came third place in the reality TV show, Project Runway.

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“Australian style is relaxed, effortless and diverse.”

Johnny Schembri
Director & Designer

Lee Mathews

In another life, Lee Mathews would have been an artist. Much of her joy comes from looking at a rail of clothes in the abstract. Taking a painterly viewpoint in terms of their colours, textures and patterns and observing how one piece contributes to the dynamism of another.

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“I think of two words when I think of Australian style - ease and beauty.”

Lee Mathews
Owner & Creative Director

Ginger & Smart

Sydney-based sisters Alexandra and Genevieve Smart started back in 2002, combining Alexandra’s background as an editor and publisher for lifestyle magazines, with Genevieve’s experience at the design helm of some of Australia’s most successful fashion houses.

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“Australian style has a real effortless spirit to it. We’re not afraid to embrace colour and print. And put things together in a really unique way.”

Genevieve Smart
Founder & Creative Director

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