Best Australian Clothing Brands on Instagram

Australia’s fashion scene has found its runway on Instagram, from effortless swimwear that captures coastal living to streetwear bold enough to turn heads in Sydney. But the brands featured below aren’t just aesthetically on point. They’re building highly engaged communities and consistently driving interaction through organic content.

The following list highlights leading Australian clothing brands ranked by their average engagement rate over the past six months. For marketers, this offers a data-backed look at which brands are resonating most with audiences right now, and where there’s creative inspiration to be found.

Let’s take a closer look at the Australian fashion brands setting the pace on Instagram.

The brands below are ranked by average engagement rate for organic posts published in the last six months (August 23, 2025 – February 23, 2026). Engagement rates are calculated using publicly available data only, based on the following formula:

Engagement Rate = (Likes + Comments) ÷ Followers.

Zimmermann (@zimmermann)

• Followers: 4.2M 

Zimmermann expertly shows their brand’s identity by sharing hi-fi images of their beautiful, unique patterns in various stunning locales. These backdrops create themed consistency throughout the feed, uploading multiple photos backed by a formal mansion with unique architecture, a Mediterranean-like ocean background to promote swimwear and more. Zimmermann’s social strategy has proven successful, earning them the highest average engagement rate out of the list.

Universal Store (@universalstore)

• Followers: 194K

Universal Store establishes credibility with a short, punchy bio: “Here to help since ’99.” In just a few words, they signal longevity and reliability, reinforcing their place in the Australian retail space and building trust with new and returning shoppers alike.

Their bright, energetic feed reflects the trends and brands they stock, featuring colourful visuals, youth-driven styling, and personality-led content that resonates with millennials and Gen Z. This balance of heritage and trend-forward content has clearly struck a chord. Earning Universal Store the second-highest engagement rate on this list and reinforcing its relevance with today’s audiences.

Naked Vice (@nakedvice)

• Followers: 162K 

Naked Vice maintains a sleek, modern, and minimal Instagram aesthetic that reflects its elevated brand positioning. Their Reels highlight the flow and movement of key pieces, from popular denim to accessories, helping audiences see how the products look in motion. Meanwhile, their grid balances product-focused posts with styled looks, effectively showcasing individual items while also inspiring customers with practical styling ideas.

This cohesive and style-led approach has paid off, with Naked Vice rounding out the top three brands with the highest engagement rates over the past six months.

Proud Poppy Clothing (@proudpoppyclothing)

• Followers: 195K

Proud Poppy stands out for its strong commitment to size inclusivity, offering a wide range of clothing sizes and consistently showcasing diverse bodies across its Instagram content. Their colourful, vibrant feed reflects the brand’s confident and community-first approach, while also providing clear shopping cues for their audience.

Their bio reinforces key brand differentiators. Highlighting that they’re family-owned and operated, ship globally, and drop new styles weekly. Making it easy for followers to understand both their values and offering at a glance. This transparent, inclusive strategy has helped Proud Poppy secure a tie for fourth-highest average engagement rate over the past six months.

Cotton On (@cottonon)

• Followers: 1.1M 

Cotton On leans into creator partnerships to deliver relatable outfit inspiration, OOTD content and trend-driven styling ideas that feel native to the platform. By collaborating with creators, they’re able to showcase their pieces in an authentic, everyday context that resonates with a broad audience.

They’ve also strategically amplified their collaboration with Australian band King Stingray, tapping into the group’s fanbase to expand reach beyond their existing followers. By leveraging cultural relevance and celebrity association, Cotton On has strengthened visibility and discovery. Helping the brand tie for the fourth-highest average engagement rate over the past six months.

Typo Shop (@typoshop)

• Followers: 624K 

Typo’s bio: “anything but ordinary” sets the tone instantly, and their Instagram presence fully delivers on that promise. Their feed leans into trending Instagram formats and humorous Reels, positioning the brand as playful, lively, and unapologetically quirky.

Alongside entertaining content, they balance in gift guides, styling inspiration, and clean product shots, ensuring the feed remains both engaging and conversion-friendly. This mix of personality-driven and product-led content helps Typo stay memorable while still driving purchase intent.

Decjuba (@decjuba) 

• Followers: 547K 

Decjuba uses its Instagram presence to keep followers informed and inspired, sharing updates on sales, new arrivals, and upcoming collaborations to build anticipation and drive urgency. Their content blends outfit inspiration with movement-focused visuals that showcase how pieces look and feel when worn, helping audiences better imagine the styles in their everyday wardrobe.

The Glue Store (gluestore)

• Followers: 125K 

The Glue Store positions itself as a destination for well-known, in-demand brands, reflecting its multi-brand retail model across its Instagram presence. They make strong use of their profile real estate, directing users to their TikTok account and leveraging link-in-bio tools to drive traffic and sales directly from Instagram.

Their content mix leans heavily into product-forward visuals, complemented by Reels featuring styling tips and high-production video shoots. This approach allows them to showcase a wide range of brands while keeping their feed dynamic and visually engaging.

Tiger Mist (@tigermist)

• Followers: 1.6M 

If you spend time on TikTok watching clothing hauls, chances are you’ve come across Tiger Mist, but the brand is just as impactful on Instagram. Their feed showcases a range of models wearing their trend-driven styles, helping audiences see how pieces look across different aesthetics and settings.

They also strategically leverage user-generated content, repurposing content, and clearly crediting original creators to build community and authenticity. While the faces and settings may vary, the overall look and feel of their grid remains cohesive, giving the brand a strong, recognizable visual identity.

Viktoria & Woods (@viktoriaandwoods)

• Followers: 232K 

Viktoria & Woods curates a neutral, sophisticated, and refined Instagram feed, anchored by high-production, glossy imagery that reflects the brand’s elevated positioning. The clean aesthetic reinforces their premium feel and creates a cohesive, instantly recognizable grid.

Alongside polished campaign visuals, they incorporate user-generated content from customers styling their pieces in everyday settings. This balance of aspirational and real-life content helps demonstrate how their clothing and accessories transition seamlessly into day-to-day wear.

BlackMilk Clothing (@blackmilkclothing)

• Followers: 1.1M 

BlackMilk Clothing’s bold, pattern-heavy designs are inherently made for Instagram. With eye-catching prints and statement pieces, their content naturally stands out in-feed and captures attention quickly.

The brand also leans into seasonal and holiday moments, showcasing themed collections through both posts and Reels. By tying their unique designs to timely cultural moments, BlackMilk keeps its content fresh, relevant, and highly shareable.

Petal & Pup (@petalandpup)

• Followers: 1M 

Petal & Pup’s Instagram feed is a masterclass in representation and range. Featuring models across a variety of sizes, the brand consistently showcases its styles in a way that feels inclusive and relatable.

Their content mix spans polished, high-production photoshoots to lo-fi, organic-feeling videos and imagery, creating a balance between aspirational and everyday. Reels focused on occasions, like what to wear for date night, add practical styling value, making their feed both inspiring and actionable for followers.

Silk Laundry (@silklaundry)

• Followers: 107K

Silk Laundry strategically leverages creator-made UGC to deliver styling inspiration that feels authentic and community-driven. By spotlighting creators wearing and interpreting their pieces, the brand adds dimension to its collections while maintaining a refined aesthetic.

Alongside this, they share striking visuals from creative campaigns, from cinematic road trip content featuring their team to artistic, concept-led Reels. This blend of elevated storytelling and creator collaboration helps expand brand awareness while reinforcing Silk Laundry’s distinctive, fashion-forward identity.

Cettire (@cettire)

• Followers: 137K

Cettire specializes in luxury fashion and accessories, and its Instagram presence reflects that premium positioning. The brand maintains a neutral, high-production feed filled with polished product imagery that highlights designer pieces in a clean, elevated way.

They also strategically incorporate branded hashtags from the luxury labels they carry, increasing discoverability and aligning themselves closely with high-end fashion houses. The result is a streamlined, aspirational profile that reinforces Cettire’s place in the luxury retail space.

Quay Australia (@quayaustralia)

• Followers: 1.6M 

Quay’s Instagram presence is cool and trend-driven, a direct reflection of its statement-making eyewear. Their feed features cohesive colour stories and high-production imagery, creating a polished, fashion-forward aesthetic.

From studio shots of models to celebrities spotted wearing their shades, Quay blends aspirational and culturally relevant content. This mix reinforces their brand as both accessible and celebrity-approved, helping maintain their status as a go-to accessory label.

5 Tips For Fashion Brands On Instagram

How can Australian fashion brands cut through the noise on Instagram, reach new audiences, and ultimately drive more online sales? Here are five practical tips to strengthen your Instagram marketing strategy.

1. Make the Most of Your Link in Bio

If your brand has a strong social presence, chances are you’re also investing in e-commerce. Your link in bio should work just as hard as your content.

Use it to direct followers to current campaigns, new arrivals, and seasonal edits. For example, link to curated collections like summer eventwear, festival outfits, trending colours (think butter yellow or cherry red), or a spotlight on a popular label you stock. Creating campaign-specific landing pages or shoppable galleries helps bridge the gap between inspiration and conversion.

2. Prioritise Reels

Static posts are great for showcasing the visual appeal of your products, but Reels bring them to life. Video allows your audience to see how fabrics move, how garments fit, and how outfits come together in real time.

To optimise performance, keep captions concise and incorporate on-screen text to reinforce key messages. Video continues to drive stronger reach and engagement compared to static posts, particularly as Instagram prioritises Reels in the Explore feed.

3. Shift Focus Beyond Follower Count

As the Instagram algorithm and others continues to favour discovery-based content, engagement patterns have shifted across the fashion industry. Content is increasingly shown to users who don’t already follow your account.

Instead of focusing solely on follower growth, prioritise metrics that factor in reach and content performance such as Entertainment Score or overall effectiveness metrics. These provide a more accurate picture of how your content is resonating beyond your existing audience.

4. Optimise for Instagram SEO

Instagram is now a search engine in its own right. To improve discoverability, fashion brands should optimise both their profiles and individual posts.

Some practical ways to do this:

• Use relevant, trending keywords in captions and bio descriptions. Tools like SEMrush, Google Trends, and social listening platforms can help identify what Australian consumers are searching for.
• Incorporate strategic hashtags that align with your brand, location, and product category to signal relevance to the algorithm.
• Use correct image dimensions to ensure your content appears polished in-feed. Avoid outdated formatting tricks. Instead, design natively for Instagram’s preferred aspect ratios.

5. Enable Instagram Shopping

According to Instagram, nearly half of users shop on the platform weekly. For Australian brands, enabling Instagram Shopping is a straightforward way to reduce friction between discovery and purchase.

Ensure you’re set up with an Instagram Business Account, connect your catalogue via Meta Commerce Manager or a supported eCommerce platform like Shopify or BigCommerce, and start tagging products directly in posts and Reels. This turns high-performing content into a direct path to purchase. Without requiring users to leave the app.

For Australian fashion brands like Supré and Cotton On, Dash Social’s Predictive AI pinpoints the visuals most likely to perform, while Social Analytics delivers both at-a-glance insights and deep-dive reporting. Creator Management helps measure your influencer partnerships, and the Creator Discovery feature for Instagram enables you to source influencers by industry, following, and more. So you can find the right creators for your brand and ensure your visuals resonate with your audience.

What clothing brands are Australian-made?

There are a lot of Australian-made clothing brands, but a few clothing brands that are made in Australia include Victoria and Woods, Zimmermann, Tony Bianco and Ksubi.  

Where can I buy Australian-made clothes?

Australians can often look at a brand’s social media profile or Google Business Profile to see if it offers a brick-and-mortar store nearby. Conversely, customers seeking Australian-made clothes should visit brand websites like Zimmermann and Tony Bianco to order clothing. If shopping overseas, be sure to visit their shipping pages to ensure they deliver to your region.