Supporting the journey of motherhood, in style

New York Fashion Week: Alf The Label Makes Debut

An Iconic Moment For The Australian Brand.

In a groundbreaking move for the maternity industry, Alf The Label has become the first brand to show parenting bags and accessories at New York Fashion Week. 

The iconic moment took place on September 9, as models walked the Flying Solo's ‘One To Watch’ runway with the Australian brand’s most loved accessories slung over their shoulders. Cult followers on the front row will have recognised Alf The Label's biggest power players: the Luxe Ari, the Luxe Medium Pouch, and the Luxe Dana. 

Each of these accessories has earned its rightful place in the maternity world for their impressive versatility and cost-per-wear - they can be worn as backpacks, totes or satchels and can even be clipped to the buggy. To celebrate the brand's NYFW debut, Alf The Label reimagined some of its signature styles in two new colourways: dove and fiesta.

According to the show notes, dove is designed to symbolise the slow, intimate moments found in the long nights and early mornings of parenthood. Meanwhile, fiesta embodies the beautiful chaos that comes with change, adventure, and growing up.

 

“After the show, I was stopped on the street by multiple models, brand owners, and women from the audience to congratulate us for being so progressive and allowing motherhood style to be seen on its own platform.”

Founded by mother-of-two Sophie Doyle in 2015, the idea for Alf The Label came about when she was expecting her first child. Like many soon-to-be parents, Sophie searched for a good quality, never-let-you-down bag - without compromising on her personal style. But when the designer couldn't find something that fit the brief, she took matters into her own hands and created Alf The Label’s first baby bag.

"Seeing Alf make its runway debut at NYFW was a special moment for me. Backstage, I could see people smile and point as a pram appeared on the runway,” Sophie tells The Inarra. “The Carabiner Capsule accessories, which had been seen earlier in the show on ready-to-wear looks, were now hanging from the handlebars of the pram, and the audience was enamoured.” 

“After the show, I was stopped on the street by multiple models, brand owners, and women from the audience to congratulate us for being so progressive and allowing motherhood style to be seen on its own platform.”

In less than a decade, Alf The Label has become one of the maternity industry’s most talented trailblazers. The brand now boasts an impressive roster of must-have accessories for new parents, whether you’re seeking a backpack-turned-tote, baby travel kit, or changing mat that won’t take up too much room in the buggy. 

Founded on quality and craftsmanship, each accessory offers endless styling opportunities, and the serious attention to detail sets the brand apart from the crowd. We’re talking easy-to-wipe interiors, adjustable pram straps, and hands down, the chicest dummy case we have ever seen.

By Danielle Fowler

Shop the Story

SHOP ALL ACCESSORIES

Recommended Reads

Subscribe to stay in touch with The Inarra

Subscribe Main
Name
Name

Supporting the journey of motherhood, in style

We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the lands where we live, learn and work.

© 2024 The Inarra All Rights Reserved

crossmenuchevron-down