Join us behind the scenes as we make history on our journey to New York Fashion Week.
BEYOND THE RUNWAY
We’re beyond excited to partner with Gimme Store for the world’s first accessories-only New York Fashion Show, a ground-breaking moment for fashion innovation and creativity.
Six months in the making, this journey has been filled with late-night brainstorming, countless iterations, and one clear goal: to showcase Australian design on the global stage. We’re here to put accessories where they belong, front and centre, not as an afterthought.
Our show forms part of Flying Solo’s ‘Ones to Watch’ showcase, celebrating independent designers from across the world. With pared-back styling, the jewellery and handbags will finally get the spotlight they deserve.
We can’t wait to bring you along for this journey. Stay tuned for more details and livestream access here.
BEHIND THE SCENES
The glamour of the runway is just a fraction of the story. The real magic happens behind the scenes. It's in the late night design meetings, months of planning, frantic fittings, the final tweaks, the pre-show jitters, and the overwhelming sense of pride when you see your vision come to life.
We’ll be sharing exclusive behind-the-scenes content on our Instagram @alf_thelabel and @_sophie_doyle, giving you a glimpse into the creative process and the incredible team that made this dream a reality. Stay tuned for a peek into everything from the model fittings to the final show-stopping moments.
THE JOURNEY BEGINS IN LA
Our journey to New York officially started in Los Angeles, where we had a monumental first stop to visit our new Californian warehouse. This is an incredibly milestone for us, and we're so thrilled to be able to offer faster, local delivery to our US customers, making it easier than ever to secure your favourite Alf pieces (without needing to worry about International tariffs).
ALF TAKES ON THE BIG APPLE: OUR NEW YORK JOURNEY
The Alf team has officially landed in New York, and what a whirlwind it's been! We’re over the moon to be here, bringing our brand to the Big Apple and soaking up all the city has to offer.
We’ve been setting up shop at the Residency showroom, hosted by the amazing teams at Two Hands Agency and Kate Co PR. It’s been an incredible experience meeting some of New York's coolest influencers and seeing them fall in love with the Alf range. Their excitement has been contagious, and it's been so rewarding to see our designs resonate with the NYC crowd.
A few standout pieces have stolen the show! The Dumpling Handbag has been a massive hit, and it’s no surprise - its unique shape and versatile style make it an instant favourite. And we have a secret to share; our new fashion week colours - which aren't even released yet - have been getting so much attention they’re practically famous before they've even launched. Keep your eyes peeled for those.
Despite the non-stop schedule, we’ve made sure to get out and explore. We've been hitting up some of the city's best spots, capturing stunning content and leaving our mark on New York. Our founder, Sophie, has been powering through the week even with laryngitis - her dedication is truly inspiring.
Tonight, we're capping off a productive day by fully embracing the New York atmosphere with a trip to Broadway to see The Book of Mormon. It’s a perfect way to recharge and celebrate our successful trip so far.
Stay tuned for more updates from our New York adventure. We can’t wait to share what’s next!
