5 Australian Fashion Labels you need to know

If you're a twenty-something girl and into the fashion stuff, you're bound to have come across one of the brands under the Australian Fashion Labels empire on previous shopping sprees.

Owned by the ultimate #GIRLBOSS Melanie Flintoff and her just-as-cool hubby Dean, Australian Fashion Labels boast a number of brands for the fashion enthusiast/shopaholic/clothes wearer: Finders Keepers, C/meo Collective, Keepsake the Label, The Fifth and the most recent addition to the family - TY-LR.

Stocked all over the globe (literally, AFL supplies over 3000 boutiques worldwide) and worn by IT-girls everywhere (Hey Kendall!), the label is pumping out wow-worthy pieces for you to fall in love with season after season, and makes it pretty much impossible to walk away from each collection without at least one top/dress/skirt. Seeing as they release 11 collection annually, it’s giving you and me a new reason to shop, like, pretty much every day.

Here's everything you need to know about Australian Fashion Labels and where you can shop the brands online.


When did the label launch? 2007, the oldest label at AFL.

What's in the range? Currently FK consists of on-trend apparel.

Who's the 'girl'? The Finders Keepers girl is ‘the social girl’. She is heavily engaged on social media and is aware of the trends happening in the fashion industry. She might not be the most adventurous, but she is informed.

Who's the head designer? The Finders Keepers design team is currently a collaborative creative effort. Founder of the label, Melanie Flintoft leads the design team.

Where can you shop it?

David Jones

Glue Store


Birdcage Boutique

Fashion BNKR


Princess Polly

Revolve Clothing

Planet Blue

Worn by: Kylie and Kendall Jenner, Kourtney Kardashian, Jessica Alba, Taylor Swift, FKA Twigs

C/MEO COLLECTIVE is now stocked in over 3,000 stockists in over 35 countries.


When did the label launch? CMEO COLLECTIVE was established in 2010

What's in the range? C/MEO COLLECTIVE comprises of innovative apparel

Who's the 'girl'? The C/MEO COLLECTIVE customer can find her own interpretation of the garments, which is an empowering motivation for the design team to reach new heights and take risks. Head designer Siham explains, “I want the customer to feel as inspired wearing the garments as I do when I design them”.

Who's the head designer? Siham Elmawey found her desire for fashion design, cutting her teeth on textiles and fabrications through re-designing vintage pieces to sell at local markets. While honing her skills at TAFE SA fashion college she was scouted in November 2012 during her second year by creative director Melanie Flintoft. Siham was appointed head designer of C/MEO COLLECTIVE at the ripe age of 22 and has landed her dream role. Siham explains: “growing with the label over the year. I have seen it go from strength to strength. I’m evolving as a designer and I’m so excited to show our devoted followers where we are taking the label”.

Where can you shop it?

Fashion BNKR,

Bloomingdale's, Urban Outfitters

David Jones, Neiman Marcus

Piperlime, Revolve Clothing

David Jones, Nasty Gal

Worn by: Solange Knowles, Jennifer Lopez, Vanessa Hudgens, Jamie Chung, Kourtney Kardashian, Gigi Hadid, Kylie Jenner and Emma Roberts.


When did the label launch? The Fifth Label was launched in June 2014

What's in the range? The Fifth range is comprised of easy-wearing and casual fashion apparel

Who's the 'girl'? The Fifth Girl is effortlessly cool and on-trend. She is versatile, grungy, flirty and natural. She is a bit of a tomboy, but still girly at heart.

Who's the head designer? Head Designer: Amy Hicks. The Fifth’s greatest triumph of offering price-pointed simple streetwear can be attributed to Amy’s knuckle-down, can-do approach. Her determination saw her move up at AFL from a fitwear model to head of the fitting team and then to co-head designer of Finders Keepers before being selected to lead The Fifth. At The Fifth, Amy has been able to explore her true girly tomboy aesthetic and design clothes that she truly believes in.

Where can you shop it?

David Jones

General Pants Co.


Fashion BNKR

Birdcage Boutique

Nasty Gal

Revolve Clothing

Urban Outfitters


Worn by: Emilia Skuza, Suzy Woo, Mariya Melnyk, Cara Delevingne


When did the label launch? Keepsake was established in 2011.

What's in the range? The Keepsake collections encompass apparel and luxury intimates.

Who's the 'girl'? The Keepsake girl can interpret high fashion trends in her own way. Keepsake aims to make every girl look and feel special every day.

Who's the head designer? Carmen Dugan. Carmen has grown with the label since the beginning, seeing it blossom into a strong representation of modern femininity by finding “the right balance between detail and simplicity in each garment”. Through Carmen’s dedication, exclusive prints, premium fabrics and an updated understanding of classic silhouettes has become the signature within any of Keepsake’s eleven annual collections. Moreover, the recent introduction of a range of intimates further compliments the label’s stance as one of luxury, indulgence and fragility.

Where can you shop it?

Fashion BNKR

Birdcage Boutique

David Jones

Glue Store



Neiman Marcus


Worn by: Kendall Jenner, Gigi Hadid, Aisha McKinnon

150203_AFL_TY-LR_AW15_11_1809 copy

When does the label launch? TY-LR will be launching August 2015

What's will be in the range? The TY-LR collection is currently exclusively apparel.

Who's the 'girl'? TY-LR is for the influential, powerful and effortless. Traits that all reflect the modern power woman. TY-LR commits to uncompromised quality in its tailored pieces, bespoke fabrications, exclusive prints and sophisticated spirit.

Who's the head designer? Chris Kontos. Starting his career selling on the shop floor, Chris Kontos has worked across all areas of retail and design, most notably as a buyer for Adelaide’s infamous Miss Gladys Sym Choon and as a designer for bridal label Suzanna Lucci. For the past seven years Chris has held the position as creative director for Australian retail giant, Harris Scarfe. whilst there he coordinated many creative and innovative initiatives, including their collaboration with internationally acclaimed designer Vera Wang and the design of their rundle place store in Adelaide. However, even after great success within the corporate world, Chris never lost sight of his dream to one day develop his own fashion label. Now calling AFL his home, TY-LR is the realisation of this life long dream.

Where can you shop it? Fashion BNKR

Worn by: Kendall Jenner, Michala Banas, Lisa Wilkinson, Rebecca Morse

Need more proof? We’ve gathered several stylish looks guaranteed to turn heads at your next event in the diary.


Cameo Collective, Living Proof Playsuit, $209.95


C/MEO Collective, Kiss Land Dress, $209.95


C/MEO Collective, Class Act Shirt, $179.95


C/MEO COLLECTIVE, Initiation Silk Shirt, $259.95


Finders Keepers, Sacrilege Jumpsuit, $179.95


Finders Keepers, Pendulum Top, $99.95


Finders Keepers, Certain Romance Bustier, $149.95


Finders Keepers, Stereo Love Top, $109.95


The Fifth, City Of Sound Coat, $149.95


The Fifth, Hold On Top, $64.95


The Fifth, I'm Waiting Here Shorts, $54.95


The Fifth, Minds Wonder Dress, $89.95

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