Aussie Fashion Is Elite—6 Cool Brands You Can Shop in the UK

Australian brands UK: @_jessicaskye wears Matteau

(Image credit: @_jessicaskye)

When it comes to breezy, beachy, carefree clothing, no one does it better than Australia's top designers. The country’s sun culture has come to define its fashion identity, resulting in a wealth of luxury labels whose mastery of warm-weather style has caught the world’s attention. In the UK, over nine thousand miles from Oz, hardly a summer passes without influencers showing off their Aussie-made wares on Instagram.

For years, I assumed such influencers were paying hefty taxes and duties to transport their cotton dresses and linen co-ords from the Land Down Under to British soil. But it turns out websites like Net-a-Porter, Farfetch and Mytheresa all stock some of the most popular Australian brands, making it easy to tap into the spirit-lifting aesthetic without unnecessary costs looming over your purchase.

Though there are many to choose from, a few brands crop up every summer as favourites for far-flung holidays and beach outings closer to home. Delivering versatile separates, lightweight tailoring and standout accessories, the following sought-after names deserve a spot on your summer wish list.

1. St. Agni

Australian brands UK: @monikh wears St Agni

(Image credit: @monikh)

St. Agni is a go-to for celebs and influencers seeking an effortless summer look, delivering everything from laid-back tailoring and considered basics to trend-proof footwear and handbags.

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2. SIR.

Australian brands UK: @lucywilliams02 wears SIR the label

(Image credit: @lucywilliams02)

On the hunt for extremely wearable and unfussy items? You've come to the right place. Expect easy dresses and flattering beachwear from environmentally-conscious brand SIR.

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3. Aje

Australian brands UK: @eniswardrobe wears Aje

(Image credit: @eniswardrobe)

If you've been searching for the perfect wedding guest dress, your arrival at this feature must be serendipitous. Aje's voluminous frocks in feel-good shades tick all the right boxes, whatever the dress code.

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4. Matteau

Australian brands UK: @deborabrosa wears Matteau

(Image credit: @deborabrosa)

Matteau is built on the idea of comfortable, uncomplicated holidaywear and swimwear. Think linen and cotton galore, realised in relaxed shapes patterned with timeless prints.

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5. Christopher Esber

Australian brands UK: @styleidealist wears Christopher Esber

(Image credit: @styleidealist)

One Christopher Esber dress in particular will feel familiar to anyone who has spent time on Instagram (if you know, you know). But beyond the silky bestseller, the label is a trusted source of elegant eveningwear and elevated everyday pieces.

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6. Zimmermann

Australian brands UK: @oliviamarcus wears Zimmermann

(Image credit: @oliviamarcus)

Print lovers, rejoice! Zimmermann is one of the easiest Australian brands to shop in the UK; its popularity has made it widely available online and in department stores across the country. Most famous for its floral dresses, the label also creates pretty pussy-bow blouses and romantic midi skirts.

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Freelance Fashion Editor

Bébhinn Campbell is an Edinburgh-based fashion and lifestyle writer and editor. She started her first blog at age 14 and went on to intern at print and digital publications in Berlin and London, including Dazed & Confused and Indie magazine.

A job at a fashion startup took Bébhinn from Ireland to Scotland in 2019, where she now works as a freelance journalist and copywriter covering everything from travel and interiors to styling advice. As a contributor to Who What Wear, Bébhinn always keeps her eyes peeled for emerging trends and looks worth writing about. She prides herself on her ability to cut through the noise and identify solid investment buys, exciting new brands and fresh takes on classic design.

In her spare time, Bébhinn enjoys perusing Edinburgh’s best vintage shops, working through her out-of-control book collection and watching dog reels on Instagram.