Journey to NYFW

Join us behind the scenes on our journey to New York Fashion Week, as Alf the Label makes history as the first parenting brand to walk the runway!

Shop the NYFW collection, straight from the runway >

Day 1

Our most popular luxe baby bags, handbags and accessories, alongside some yet-to-be-released pieces, took centre stage on the bustling streets of NYC with our gorgeous model Olesia and her daughter Yeva. It was such a surreal feeling to see Alf the Label's bags being captured in such an iconic setting.

Day 2

Show prep has begun with our first designer meeting to discuss the upcoming interviews, fittings, media and filming in the lead up to the show. This Saturday you'll be able to see Alf take to the stage as part of Flying Solo's "Ones to Watch" runway show. Each season, Flying Solo showcase talented designers from across the globe to show the industry the designers, they feel, are the "Ones To Watch." More than 16 million spectators online and in person are expected to watch us, and the amazing group of designers, as we introduce ourselves to the global fashion industry.

 Day 3

Alf began seven years ago when I was searching for a baby bag that represented my personal style while still offering all the organisation I needed as a mum. It didn’t exist, so I created it. Today I spoke to global media about Alf the Label’s journey and our upcoming world-first debut as the first parenting brand at NYFW. I am so proud to have the chance to share our designs to a global audience and give parents around the world the opportunity to embrace their personal style after becoming a mum, during a time many new parents lose a sense of identity.


Day 4

Fitting day saw us backstage, where models were styled, designers were prepped and we were paired with some incredible clothing designers to showcase our luxury baby bags, handbags and parenting accessories.

We’ve been partnered with three incredible international fashion designers who’ll feature our pieces on the runway in just a few hours!

From 12pm EDT (New York time) Alf the Label will have two solo looks, before we collaborate with the Australian Aboriginal designer Colleen of Buluuy Mirri. At 1pm two of our looks will be paired with Indian designer Ārohi, then we’ll team up with Missouri’s Fur & Leather Centre for our final showcase of two looks at 3pm.

We can’t wait to share these looks with you, and the world, in just a few hours.

Day 5

History has been made, as Alf the Label became the first parenting brand to showcase at New York Fashion Week!

Showcasing our most popular luxe leather styles alongside brand new colourways, you can bring home your very own piece of history and shop the NYFW runway collection.


Day 6

That's a wrap! After we made history as the first parenting brand at New York Fashion Week, we took it one step further and lit up Times Square with Alf the Label’s iconic, luxury pieces. With so many incredible milestones, we wrapped up the week with an official Flying Solo NYFW afterparty at Virgo.

As seen in Times Square! Parenting accessories have officially been redefined, as Alf the Label lit up a billboard in the New York's iconic Times Square.

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