Australian Fashion Takes Centre Stage at NYFW with JOOR & WeWearAustralian

JOOR, the leading wholesale management platform, has partnered with WeWearAustralian and Australia Post to showcase Australian fashion on the global stage during New York Fashion Week (NYFW). This collaboration is a major step in bringing the country’s top designers to international buyers and retailers.

The digital event, hosted on JOOR Passport, features 40 Australian brands, including Aaizél, Esse Studios, Acler, Christian Kimber, Lack Of Color, and Indigenous label Ngali. For the first time, brands like Viktoria & Woods and Morrison are entering the global wholesale market. Running for three months from 29 January, the initiative offers premium retailers worldwide access to these standout collections.

Alongside the digital showcase, a four-day retail pop-up in New York will offer an immersive Australian experience. Opening 6 February, the space will feature 12 selected brands, including R.M.Williams, Ngali, Viktoria & Woods, and Acler. Designed to transport visitors to Australia, the setting includes red earth flooring, tea tree-adorned ceilings, and "Terra Australis," a custom scent by Australian perfumer Lumira.

Kristin Savilia, CEO of JOOR, expressed excitement about the partnership: "We are thrilled to provide 40 of Australia’s foremost fashion brands with a global platform to expand their reach."

Kelly Atkinson, co-founder of WeWearAustralian, added: "WeWearAustralian is more than just an initiative—it’s a movement that connects and supports our fashion industry."

Australia Post’s Executive General Manager, Gary Starr, highlighted the company’s commitment to supporting homegrown talent: "It’s fantastic to celebrate Australian fashion on the global stage."

With Australian fashion gaining momentum internationally, this initiative reinforces its growing influence and the power of strategic partnerships in taking local talent to the world.