New York Fashion Week (NYFW) is set to feature an accessories-only runway this September in a historic first, with the showcase fronted by two Australian brands.
The landmark event has been set up by bag and accessories brand Alf the Label and jewellery and hat brand Gimme Store. It will be co-led by Alf’s CEO and creative director Sophie Doyle and Gimme’s founder Lydia Kirkland.
The decision comes at a time when shoppers are embracing “little luxuries” more than ever – what some call the Lipstick Effect.
For Alf the Label in particular, this is a powerful comeback story, following a period of intense business uncertainty caused by the tariff changes across the United States, where the brand faced losing 70 per cent of its customer base.
“We pivoted to a wider global market, which led to one of our most successful quarters to date,” Doyle said. “To go from that uncertainty to now headlining a world-first show at NYFW is monumental for us.”
Doyle said she and her team moved quickly to develop a long-term solution that benefitted the brand immensely.
“By strategically expanding into the EU and UK, which are now key markets for us, we successfully diversified our brand's global footprint. This proactive approach led to one of our most successful quarters to date, making our brand stronger and more resilient than ever.”
Despite the shift and ongoing challenges, Doyle said the United States is still as lucrative as ever. She said Alf’s long-term commitment to its US community is demonstrated by its decision to open its first international warehouse in California.
“This significant milestone will enable us to provide an even more tailored service with faster delivery, solidifying our presence in this crucial market,” Doyle said.
The upcoming NYFW runway marks Alf the Label’s second time on the event’s stage, after making history in 2023 as the first parenting brand to showcase at the event.
“We were so proud to represent the parenting category in 2023, and now that we’ve expanded beyond parenting and into mainstream bags and accessories, we’re so excited to represent accessories as its own category this year.”
Meanwhile, Kirkland over at Gimme Store said runway launch with Doyle has been six months in the making. “There’s been plenty of brainstorming, conceptualising and more than a few sleepless nights, but we’re determined to put accessories where they belong; at the front of fashion, not as the afterthought,” she said.
Their runway show is part of Flying Solo’s 'Ones to Watch' showcase, which spotlights independent designers from across the globe. According to Kirkland, the New York team sets a high bar for creativity, quality and international appeal.
“To be selected, and to present the first-ever accessories-only show, is an honour we don’t take lightly,” she said.
“Sophie and I have admired each other’s work from afar for many years. With jewellery and handbags being such natural complements, and both of us selected by Flying Solo, it made perfect sense to join forces and create something historic.”
Both brands have designed special collections for the occasion and there will be eight looks in total.
To hero the accessories, model styling will be pared back so the jewellery and handbags can take centre stage. According to Kirkland, onlookers can expect lots of stacking, layering and mixed metals too, which she said are huge trends coming into summer and a big part of how the Gimme customer wears her pieces.
Kirkland said accessories like jewellery are the most powerful styling tool for any fashion wardrobe.
“They transform a look, express personality, and make people feel like the best version of themselves without needing a whole new wardrobe,” she said. “Jewellery is intimate, emotional, and immediate, it’s what women reach for to feel pulled together in seconds. To have that recognised on one of fashion’s biggest stages feels like a huge step forward for our category.”
Just before its runway launch, Kirkland said Gimme will be breaking the rules and dropping its NYFW collection just before it hits the runway.
Alf the Label and Gimme Store will take the runway on Sunday, September 14 (New York time) as part of the Flying Solo ‘Ones to Watch’ Showcase.