Australian womenswear label Talulah is set to launch a multi-branded digital pop-up to promote the spring racing season.
From next month until November, the brand will host a micro-shopfront on its ecommerce platform showcasing a range of Talulah racewear paired will millinery, bags, shoes and jewellery from other Australian labels including Sarah J Curtis, Studio Aniss, Amber Sceats, Vera Xane, Alias Mae and The Mode Collective.
Talulah founder and creative director Kelli Wharton believes the activation will bolster its support of industry peers and creative businesses.
“Part of embracing the digital economy has been for us to rewire our traditional mindset on how to do business in todays world.
"Social media has encouraged us to work with our peers, in a complimentary and collaborative way.
"As a business we are seeing positive and supportive relationships flourish between Talulah and other Australian brands, with the common goal of achieving commercial success and giving each other a helping hand."
Talulah has enlisted social media influencer Molly King (Foxy Zingaro) as the pop-up's guest editor.
King will style and model key looks as customers will be allowed to shop through editorial features.
Talulah will launch its digital pop-up in mid-September.