Australian fashion brand Proud Poppy has teamed up with Muruwari woman and Aboriginal artist Daisy Hill to launch a capsule range for NAIDOC week, which starts this Sunday, July 6.
The seven-piece range, called “Rise and Bloom”, features five core Proud Poppy silhouettes and two new styles. The clothing store will donate $5 from every piece sold to Women Up North, which provides support to women and families experiencing domestic and family violence.
Proud Poppy founder Tara McKeon said the collaboration is a couple of years in the making, sparked when she met Hill at a fundraiser event that her company was sponsoring.
“I ended up winning one of Daisy’s pieces in the auction on the day, and that sparked a really nice connection between the two of us,” McKeon said. “From there, the collaboration evolved naturally.”
McKeon said Hill – who owns her own accessories and artwork store called Daisy in Dots – created the custom Rise and Bloom artwork for the range, which Proud Poppy worked into a collection.
According to Hill, the artwork is a reminder for women to “embrace their strength, uplift one another and stand together as a community.”
“Representation matters, and it’s so important to see brands not only embracing Aboriginal culture but actively supporting and celebrating it,” Hill said. “Proud Poppy’s commitment to inclusivity and allyship speaks volumes, and I love that they’re using their platform to create meaningful opportunities for Indigenous voices and stories to be seen and heard.
“This is more than just a clothing collection - it’s a celebration of culture, community and the power of women lifting each other up.”
Alongside the range development, McKeon said Proud Poppy planned a marketing campaign to amplify the collaboration and align with NAIDOC Week 2025.
Proud Poppy manages eight stores across Australia, including two in New South Wales, four in Melbourne and two in Queensland.
NAIDOC stands for National Aborigines and Islanders Day Observance Committee, and is a week-long celebration of week-long celebration of Aboriginal and Torres Strait Islander cultures and histories.