Australia’s Alf the Label has brought its parenting bags and accessories to New York Fashion Week over the weekend.
It is reportedly the first time any parenting brand had been featured in a NYFW runway show.
The runway show took place on September 9 in New York, with Alf the Label featuring as part of Flying Solo’s “Ones to Watch” runway.
The show featured a collection of the brand’s popular styles alongside a newly curated NYFW collection in two colourways: Dove and Fiesta.
“We were thrilled to be the first parenting brand to walk the runway at New York Fashion Week, and bring Australian motherhood style into the global spotlight,” Alf the Label founder and creative director Sophie Doyle said.
“This was a major milestone for our brand and a dream of mine to seamlessly connect parenthood to fashion.
“We are so proud to have showcased our designs to a global audience and to have inspired other parents to embrace their personal style after becoming a mum, during a time many new parents lose a sense of identity.”
Doyle founded Alf the Label in 2016 in a bid to target fashion-forward parents after finding no such bag existed.
Her first baby bag was designed and developed on her kitchen table in Western Australia.
Seven years later, the brand sells its products globally via online, through select stockists across Australia, and in online marketplaces such as The Iconic and The Memo.