Australian parenting brand Alf the Label has made history for being the first parenting brand to have been featured in the New York Fashion Week.
The runway show took place on 9 September in New York, with Alf the Label showcasing as part of Flying Solo’s “Ones to Watch” runway. The brand, known for its stylish and functional bags and accessories, took the runway to highlight iconic and most popular styles alongside a newly curated New York Fashion Week collection that has been strategically designed to be both stylish and practical for parents.
“We were thrilled to be the first parenting brand to walk the runway at New York Fashion Week, and bring Australian motherhood style into the global spotlight,” Sophie Doyle (pictured, centre), Founder and Creative Director of Alf the Label, and a 2022 ISB Top 50 Small Business Leader, said. “This was a major milestone for our brand and a dream of mine to seamlessly connect parenthood to fashion. We are so proud to have showcased our 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 two new colourways, seen for the first time on the runway, paid homage to the emotions of the parenting journey. Dove represents the slow, loving, comforting moments while Fiesta highlights the beautiful chaos, constant changes, adventure and core memories of parenthood. The two colours together represent the yin and yang of parenthood which can be worn together or separately.
Alf the Label was founded in 2016 by Doyle, who was inspired to create a brand that would meet the needs of fashion-forward parents after finding no such bag existed. The brand’s products are made from high-quality materials and are designed to be both functional and stylish.
