11 regional fashion designers you need to know

Regional NSW is teeming with thoughtfully curated boutiques that bring fashion from the big smoke and around the world to our regions. But as you explore their shelves, you’ll also discover labels brought to life by local designers and makers – each inspired by their unique perspective of the region’s landscapes and lifestyles. We’ve done the research and sought out our favourite homegrown designers who live in, and draw inspiration from, the places we call home. Check out these 11 designers from right here in the regions proving small towns can be big in fashion.

 

LENNI the Label – Burrell Creek, Biripi Country

Looking to channel the iconic aesthetic of the 70s in your wardrobe? Enter LENNI the Label. Founded in Wallabi Point, a quaint coastal village on NSW’s Mid North Coast, the label plays anything but small with over 200,000 online followers amassed internationally. Drawing inspiration from vintage pieces collected throughout Founder Lisa Stricker’s travels across the globe, each piece reflects the style and whimsy of her original reworked vintage styles. LENNI’s M.O. is simple: to give women staple wardrobe pieces that are effortlessly chic and ridiculously comfortable without sacrificing an ounce of charm. Explore their latest collections and fan favourites on their website.

“Being fortunate to be able to live and create in such a beautiful part of the world constantly reminds me of how lucky I’ve got it. When I began LENNI, I had a deep dread that one day I would need to move to the city to pursue my career to make it successful. After releasing the first small collection online, a showroom in the USA reached out to represent the brand and everything took off from there.

“Throughout the 11-plus years of running the brand, travelling extensively while gaining a myriad of inspiration and meeting so many great people, to have a place like this to always come back to is very humbling. After living on the coast, my husband and I moved to the countryside in Burrell Creek, where we live on a property with lots of animals, magic night skies and a baby on the way. With the best of both worlds, our warehouse is still based in Forster, where we ship orders worldwide.”

Website | Instagram | Facebook

Miimi & Jiinda – Mid North Coast, Gumbaynggirr Country

Melissa Greenwood, a proud Gumbaynggirr woman and acclaimed artist, illustrator and designer, is the Owner and Creative Director of Miimi & Jiinda. Each piece in the label’s line is adorned with original artwork inspired by Melissa’s passion for storytelling through art. Featured on the runway at Australian Fashion Week 2024, the label boasts matching sets, power suits and midi dresses made from buttery fabrics and transformed with unique designs inspired by our local landscapes and stories. Jump online and explore the Yarilla Resort Collection, available just in time for summer.

“As a regionally inspired designer, my life and work are deeply rooted in the natural beauty and rich cultural heritage of Gumbaynggirr Country on the Mid North Coast of NSW. The landscapes, seascapes, sunsets, moonlit skies and vibrant stories of my ancestors are a constant source of inspiration. Living and creating in this region allows me to stay connected to my cultural roots and the land that has nurtured my family for generations.

“Our collections, including the Yarilla collection, are more than just fashion; they are wearable pieces of art that tell the stories of our ancestors, the strength of our matriarchal lineage and our beautiful Miimi Marraal (Mother Earth). Being regionally based also means we are committed to sustainable practices, producing our garments in Australia and using eco-friendly materials.

“It is essential for us to care for our Country and ensure that our designs reflect this. Our collections are not just about beautiful art and clothing, but about highlighting the importance of connecting to Country and culture.”

Website | Facebook | Instagram

Amilita the Label – Coffs Harbour, Gumbaynggirr Country

Based in Coffs Harbour, Amilita the Label designs playful yet laidback wardrobe staples inspired by places and moments held dear. The designer, Sophie Bird, is also the Founder behind the conscious and sustainability-focused boutique Tallow & Tide. Each piece is made in Canggu, Indonesia, with staff empowerment at the forefront. Earlier this year the label released its Hands Full, Hearts Full charity range, where 5 per cent of profits go to parenthood and pregnancy support service PANDA National. The range includes kidswear and hats that Sophie designed with her seven-year-old daughter, Tallow. What’s next for the brand? Well, this year’s Spring/Summer capsule will see the launch of new, unique designs inspired by Sophie’s last adventure to Bali.

“The best part of designing out of the city I feel is the authenticity of inspiration. I never feel pulled by trends or fast moving fashion. I create from the depths of my heart and soul, which I think helps keep the brand remain authentic to itself. I am endlessly inspired by nature and women. Both are such strong and grounding forces, and we have nature in abundance here!”

Tallow & Tide Boutique | 17 Park Avenue | Coffs Harbour NSW 2450 | Website | Facebook | Instagram 

Grace and May – Narrabri, Kamilaroi Country

Designed by the founder of Marval Designs, Martina Valks, a beloved boutique in the Gunnedah and Narrabri communities, Grace and May designs staple wardrobe pieces that embody femininity and fun.

“The opportunity to have a point of difference in our stores is what inspired me to start Grace and May. To have something for our customers that was unique and only available at Marval Designs.

“We have so much colour arriving for summer. Flowing dresses to mini skirts, florals to stripes. Neon colours to tonal. I can’t wait!”

Marval Designs | 113 Maitland Street | Narrabri NSW 2390 | 175 Conadilly Street | Gunnedah NSW 2380 | Website | Instagram 

Raw X Salt – Coffs Coast, Gumbaynggirr Country

Summer is here, and Raw X Salt has got you covered for swimwear. Founded and designed by business besties Emily Crawford and Olly Lewis on the Coffs Coast, each piece is made from recycled products, turning fishing nets and carpets into gold. It’s swimwear that not only feels good, but does good. Their latest collection features vibrant prints inspired by their beautiful coastal surroundings. Emily has worked closely with makers in Bali throughout the year to bring the new designs to life, each print evoking the warmth of summer days and the tranquillity of the ocean.

“Living on NSW’s Mid North Coast has been incredibly fulfilling,” says Olly. “The ocean, beaches, and laidback lifestyle provide endless inspiration for our designs. This connection to nature deeply influences our design philosophy and commitment to sustainability. Each piece we create reflects our coastal lifestyle and dedication to preserving it,” adds Emily. “Using recycled materials like fishing nets and carpets to craft stylish swimwear is our way of giving back to the environment that fuels our creativity.”

Website | Facebook | Instagram

Peter Bill – Tamworth, Kamilaroi Country

Elegant designs and textured fabrics define Peter Bill’s aesthetic. Delicate embroidery, pleated cuffs and a Peter Pan collar are all signature features you’ll find within collections released by the label, each piece sophisticated in even the smallest of details. Founder, Holly Goodman, designs each collection from her family’s cattle property in Tamworth. And while the label’s journey began in children’s clothing, Holly’s venture into a women’s line in 2022 was on point as the brand continues to grow a community of women across the country who share a love for her designs. Their Spring/Summer 2024 collection embraces the freshness of butter yellow and blue hues. Designed with versatility in mind, their latest capsule wardrobe features mix-and-match pieces, including a gorgeous new range of linen garments that can be styled multiple ways.

“As a regional fashion designer and mother living on the land, I find beauty in the harmony between creativity, family, and nature. We craft small-batch, ethically made clothing that balances style and comfort for busy women like me. Each piece is a reflection of my commitment to both the land and the vibrant lives we lead.”

Website | Facebook | Instagram 

FAR MER. By Whitney – Manildra, Wiradjuri Country

After a well-received dabble in transitioning her western-themed art into textiles, Whitney Spicer’s label FAR MER. By Whitney was born. Artist-led and inspired by the West, FAR MER. serves to create clothes and accessories that are fun, bold, and a little bit cheeky. It’s been a hit – the signature Kiss Me Cowboy cap has sold out three times over since its launch, and it’s hard not to smile when greeted with a cap that boldly states Cowboys Make Better Lovers. The label’s summer collection is on its way, and will feature graphic tees, button up shirts adorned with Whitney’s artwork, and a new line of sarongs. Explore the world of FAR MER.,  and you might just want to get acquainted with the cowboy charm, too.

“Beginning this journey as a rurally-based woman has not been a hindrance in the slightest. In fact, I feel the community I have aligned myself with has made this pursuit possible. Seeing women walking down my local street wearing my pieces is an amazing feeling. It’s not just the local sales though, it’s the encouragement of my rural peers. My label is aimed at women like myself, living in country Australia, so being a part of that community has been invaluable.”

Website | Instagram 

STATE Of EMBRACE – Bellingen, Gumbaynggirr Country

Megs Ferrier, the Founder and Creative Director of STATE Of EMBRACE, has built a brand that embraces contemporary style while pursuing a deep commitment to sustainability and inclusiveness. Crafted from eco-friendly materials and brought to life through ethical processes, each collection focuses on ensuring a reduced impact on the environment while still exuding quality and luxury. The brand also puts inclusivity at the heart of its designs, celebrating every body, and empowering those who wear their pieces to feel confident and beautiful each and every day. With a career spanning over 35 years, Megs has become a respected figure in the fashion industry. For her, STATE Of EMBRACE is more than just a brand, it’s a movement towards a more conscious and inclusive future in fashion.

“I am so grateful to have the opportunity to do what I love from the beautiful town of Bellingen. The natural beauty of the region provides endless inspiration for our pieces, and we are passionate about bringing our local community’s sustainability values to life through the label.”

58 Hyde Street | Bellingen NSW 2454 | Website | Facebook | Instagram 

Aprés Studio – Sydney, Eora Country

Exclusive in its availability, and unique in its appeal, Aprés Studio releases one piece a week using deadstock fabric, proving style doesn’t need to cost the earth. Founded by the gloriously creative, Tamworth-born designer Meg Wilcher, each piece is designed as an essential staple with a distinctive edge that can be mixed, matched and built upon. Meg now calls Sydney home, but her memories of childhood and teen years filled with sewing and reworking vintage pieces with friends in Tamworth remain vivid. With a mother who was a textile teacher and a short stint growing up in Sydney’s vibrant Inner West, Meg’s early exposure to textiles, diverse cultures and self-expression through fashion made her journey into design almost predestined.

“I always loved clothing and design as a little girl – as soon as I could walk on my own, I dressed myself. My mother was a textiles teacher, so I was exposed to a lot of fabrics and sewing and I guess that’s where my interest spiked. I was so enchanted by the opportunity to create something you could wear that could completely transform the way you feel and the way you could make others feel.

“After moving back to Tamworth for high school, I slowly found courage to push back on the people who told me that I would never become a fashion designer and found solace in a few creative friends I made in my neighbourhood. We would spend our weekends trawling through second-hand stores, reworking pieces we had discovered and creating unique outfits we loved.”

Website | Instagram

flaex – Inverell, Kamilaroi Country

If you’re seeking quality, sustainable pieces for your wardrobe, look no further than flaex, Inverell. Designer Sally Kelso’s ethically made collections boast all-natural fibres, simple lines and relaxed, contemporary vibes. Creating from her country home on the slopes of northern NSW, Sally priortises quality, comfort, individuality and style, alongside an environmental awareness and global empathy that’s second to none. Collections are released on an adhoc basis, as this mother of four combines vintage materials with linen, silk and leathers to produce truly one-of-a-kind pieces. As for the wider flaex team? That would be Sal’s partner, Tony, who’s also a freelance archaeologist and historian. Together, the pair have seen flaex steadily grow since its launch in November 2016, enabling Sal to hold regular functions and pop-up shops in Brisbane and throughout northern NSW.

“Being a designer and running a small enterprise like flaex in a regional area has its pros and cons. Not having a shop front and working by myself from my home-based studio can be beautifully tranquil and relaxing, but at times also extremely isolating. I need to work hard on creating a balance where occasionally I get out and about to expose and showcase my products. I do this in the form of pop-up shops in Brisbane, regionally and at my home studio. This, to me, is the icing on the cake. Distance to the city market is a challenge, but it’s also an opportunity to display my hard work, be seen, interact and meet new people. Regional pop-ups and those held in my own home are much easier to organise, but I definitely need the city exposure. The slower pace of life, open spaces, friendships and connections create a sense of community that I truly value. These positive attributes will always outweigh the perceived drawbacks of living and working in a regional location.”

Website | Facebook | Instagram 

Me Made Studio – Tamworth, Kamilaroi Country

Fashion is the way we express ourselves, and Me Made Studio is exactly how its Founder Rhanni Lee brings her style to life. Based in Tamworth, the studio focuses on small-batch, handcrafted bags in bold colourways that are both unique and fashion-forward. Like an exclusive, invite-only club, it’s rare you’ll find someone rocking the same piece as you, and if you do, it’s probably a moment you know you’ve just found a new pal. Their latest line was completely sold out within a few weeks, so make sure you’re keeping across their socials for the next drop.

“Life as a rural designer is a constant blend of creativity, environmental responsibility and community connection. I often find myself building a close knit client base where products I produce are shaped by personal interaction and make each item feel like a collaborative effort.

“Becoming a rural designer, I was attentive to the impact the fashion industry has on our land as a whole and how important it is to minimise our environmental footprint. When starting Me Made and sourcing materials, I wanted to ensure sustainability was at the core, which is why all of our bags are handcrafted from recycled textiles which would otherwise be in landfill.

“Ultimately, being a rural designer allows me to merge my passion for fashion with a commitment to sustainability, creating products that not only satisfy my beautiful customers, but also contribute positively to the environment.”

Website | Instagram