It’s official - Alf the Label is returning to New York Fashion Week in September 2025.
After making history as the first parenting brand to walk the NYFW runway, I knew we couldn’t stop there.
Since 2023, one thing has become clear: style isn’t confined to a single chapter of life. It belongs to every woman navigating the ever-evolving beauty of modern life.
Our community has grown into a collective of women who wear many hats - mother, professional, traveller, friend, partner - and Alf’s designs have grown alongside you.
Our designs are meticulously crafted to seamlessly integrate form and function, elevating your everyday experiences without sacrificing your personal aesthetic.
On the world stage, our pieces embody an Australian design philosophy: refined, wearable luxury with a considered sense of movement and intention.
This September, we’re bringing the soul of Australian design to fashion’s biggest week - with a New York state of mind.
The show will be Styled by Australia - a celebration of design, intention, and identity on a global stage. But more on that soon...
Make sure you’re signed up to our emails to be the first to know about our NYFW Collection.
I can’t wait to share this next chapter with you.
With love,
Sophie xx
