Luxury womenswear designer Kym Ellery is heading up a new diffusion venture, with prices starting at $49.
L'America has launched through department store David Jones, offering a summer collection inspired by Americana references.
Creative director Ellery has created three drops for the season, offering approximately 10 - 15 styles per delivery.
Staples include mini dresses, floaty full skirts, skinny-cuff jeans and denim shirts.
Detailing ranges from stars and stripe prints, dip-dye, black and white palm motifs and pepperings of pop neon.
Prices start at $49 and peak at $190.
Ellery, who photographed the premier campaign, said the venture offered her access to a new market.
"After designing for a more directional woman these past few years, this new opportunity to think about a younger 'festival' girl has been so enjoyable."