Fashion Briefing: Australian fashion brands are gaining a deeper foothold in the US market

Australia may be on the other side of the planet from the U.S., but Australian fashion brands are more entrenched in the country than ever before.

Independent Australian brands like swimwear brand Bydee have seen the U.S. become a key market in the last year. Meanwhile, large American conglomerates like AKA Brands and Hanesbrands are bringing their Australian brands into the U.S. market with splashy marketing campaigns, American influencer partnerships and the opening of American stores. Australian brands are also heavily represented in the buzzy new season of the American TV show “The White Lotus.” Camilla, Helen Kaminski, Alémais and Zimmermann are featured prominently in recent episodes.

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