Making History at New York Fashion Week

I'm so thrilled to announce that my Australian brand, known for its stylish and functional bags and accessories, has made a world-first appearance at New York Fashion Week! This was the first time any parenting brand had been featured in a NYFW runway show.

To be the first parenting brand to walk in a runway at New York Fashion Week, and bring Australian motherhood style into the global spotlight, is such a major milestone for Alf the Label. My goal has always been to seamlessly connect parenthood to fashion, and to be the first parenting brand at NYFW truly confirms we have done this. I am so proud to have showcased some of the most popular Alf designs to a global audience and to have inspired other parents to embrace their personal style after becoming a mum, during a time many new parents lose a sense of identity.

The runway show took place on September 9 in Soho, New York, with Alf showcasing as part of Flying Solo’s “Ones to Watch” runway. The show featured a mixture of the brand’s iconic and most popular styles alongside a newly curated New York Fashion Week collection of bold colourways, strategically designed to be both stylish and practical for parents. 

We used this opportunity to launch two new colourways, seen for the first time on the runway, which are an homage to the emotions of the parenting journey. Dove, a warm lilac grey represents the slow, loving, comforting moments. The long nights, the gentle rocking your baby to sleep, and early mornings. The bright, punchy, neon tangerine Fiesta highlights the beautiful chaos, constant changes, adventure and core memories of parenthood. Designed to be worn together as part of a Carabiner Capsule or separately, the two colours together represent the yin and yang of parenthood.

I developed my first baby bag on my kitchen table in Western Australia in 2016, and several years in, I can now see Alf pieces around the globe. It's truly a dream to provide beautiful bags in high-quality materials that are designed to be both functional and stylish.

The NYFW runway show was such a major moment for all of us at Alf, my team have all worked tirelessly to bring this dream to life and our participation in the show is confirmation that we truly are bridging the gap between parenting and ready to wear fashion.

We hope you love our new collection as much as I do, and the Alf team and I are thrilled to share this once-in-a-lifetime moment with you.

Shop the runway >

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