We're making history at New York Fashion Week, again.
This September, in a world-first, New York Fashion Week will feature a runway show completely dedicated to accessories. This is a historic moment, made possible by a collaboration with our partners at Gimme Store, the incredible jewellery brand.
We are so proud to be part of this ground-breaking event, where we'll be showcasing our iconic Alf the Label bags and accessories as the main event. It's a true celebration of those "little luxuries" that make a big difference in your everyday life.
For us, this moment feels especially meaningful. Not long ago, we faced significant challenges with U.S. tariff changes, which put us at risk of losing a core part of our community. But with your incredible support, we pivoted to a global market and the response was overwhelmingly positive. To go from that uncertainty to now headlining a world-first show at NYFW is monumental.
This marks our second time on the NYFW stage. We are proud to be making history once again, following our 2023 showcase as the first parenting brand to ever present at the event. Now that our collections have expanded beyond parenting and into mainstream bags and accessories, we are thrilled to represent accessories as their own powerful category.
As our founder Sophie Doyle says, "Accessories are the most powerful styling tool we have. They transform a look, express personality, and make people feel like the best version of themselves without needing a whole new wardrobe."
And Lydia Kirkland from Gimme Store adds, "Jewellery is intimate, emotional, and immediate. It's what women reach for to feel pulled together in seconds. To have that recognised on one of fashion’s biggest stages feels like a huge step forward for our category."
We are excited to share this moment with you. Alf the Label and Gimme Store will take the runway on Sunday, 14 September (New York time) as part of the Flying Solo ‘Ones to Watch’ Showcase.
Stay tuned for more details and livestream access.
