In an Australian Fashion Week special, ragtrader.com.au asks key buyers about trade, trends and what's on their agenda. Next up is The Iconic’s senior designer buyer, Ellie Grant-Taylor, who shares the new local brands taking shelf space on the fashion platform.
Which Australian brands have you added to The Iconic over the last year?
Over the past year, we’ve continued to build out our Australian designer offering with a thoughtful mix of established names and emerging talent. This has included launching Carla Zampatti, relaunching Faithfull The Brand, and introducing Justin Tong, with an incredible range of ethically made occasionwear inspired by his Vietnamese heritage.
What connects these brands is a clear point of view and genuine relevance for our customer. We’re looking for designers who bring something distinctive to the assortment, but can still translate naturally into everyday wardrobes - whether that’s through elevated occasionwear, resort-led dressing or more considered investment pieces.
Of all the local brands you stock, which have been selling well on your platform?
At the more established end, designers such as Camilla and Marc, Shona Joy and Hansen & Gretel continue to perform strongly. What these brands have in common is a unique design identity that still feels highly wearable. They consistently deliver elevated pieces that work across multiple occasions, whether that’s refined occasionwear or versatile separates, which aligns closely with what customers are looking for right now: quality, longevity, and versatility, rather than one-off statement dressing.
Which designers are you most looking forward to seeing at AFW this year?
I’m particularly looking forward to seeing new collections from the established designers we already work with, including Carla Zampatti and Hansen & Gretel, as well as leading Australian designers, like Aje and Lee Mathews.
I’m also excited about emerging showcases through platforms such as The Frontier and New Generation shows, which are helping spotlight newer voices. The balance between established and emerging talent is what makes the schedule compelling, it gives a clear view of where Australian fashion is now and where it’s heading.
What does Australian fashion offer that feels distinct from what you're sourcing out of Europe or the US right now?
Australian fashion has a sense of ease, versatility and considered design that feels very connected to how our customer actually dresses. Compared to Europe or the US, Australian designers demonstrate a stronger emphasis on elevated everyday dressing, with pieces that feel polished but still practical for real life.
We’re seeing a clear focus on quality fabrics, wearable silhouettes and longevity, rather than fashion that exists purely for impact on the runway. That balance of creativity, lifestyle relevance and commercial wearability is a real strength of the Australian market, and something our customers continue to respond to.
What's your top advice to designers showcasing at AFW?
Focus on translating your creative vision into something that has a clear place in the customer’s wardrobe. The strongest collections are the ones that balance originality with wearability, pieces that feel considered, elevated and versatile.
There’s a real appetite for strong storytelling and distinctive design language, but ultimately, success comes from how well that vision can be edited into products people genuinely want to wear and buy.