White Fox leads Australian fashion brands in global popularity

White Fox has emerged as the most sought-after Australian fashion brand in international markets according to a new study by custom apparel brand PrintLocker.

The study reviewed over 50 Australian-owned fashion brands to measure global demand, using both monthly search volumes and social media following as indicators of popularity. The analysis considered searches related to shopping, customer service, product offerings, and sizing, aiming to identify which brands are resonating most strongly with consumers worldwide.

PrintLocker's research reveals that White Fox received an average of 687,220 monthly searches globally. The label has built a significant online presence with a three million-strong following on Instagram and almost one million followers on TikTok, outpacing other Australian brands in social media engagement. White Fox primarily targets a broad female audience, combining casualwear with trend-forward fashion items.

Princess Polly ranked second in the global study with 243,100 monthly searches. The brand has accrued 2.2 million Instagram followers and 930,000 on TikTok, reportedly establishing itself as a favourite for everyday casual wear as well as stylish occasion pieces. Its rise is credited to both its local roots and international expansion.

Ksubi, a label recognised for bold and distinctive designs, placed third. The study recorded 241,710 monthly searches and noted Ksubi's half a million Instagram followers. Ksubi's product mix features graphic items, denim, and statement accessories that have won favour with audiences seeking edgy apparel.

Zimmerman ranked as the fourth most popular Australian fashion brand. The Sydney-originating luxury label recorded 209,710 global monthly searches and has the largest Instagram following among the top ten brands with over four million followers. Zimmerman is particularly known for its combination of bohemian styles with high fashion, including statement colour pieces and feminine draped garments.

Rounding out the top five is Forever New, with 125,530 global searches per month and nearly 500,000 Instagram followers. The brand's appeal lies in its affordable pricing and its offering of polished casualwear as well as structured, feminine work attire.

The study also examined country-specific data to highlight brands with the greatest influence in different regions. "The data also reveals the most popular Aussie fashion labels by country, unveiling Zimmerman as the biggest trendsetter globally, dominating across four countries. This brand widely appeals to European consumers from Germany, France, Spain and Sweden – indicating a growing demand for the 'eclectic meets chic' statement trends in this part of the world," PrintLocker stated.

White Fox was found to be the dominant Australian fashion brand in the United States, United Kingdom, and Canada. PrintLocker attributes this success to strong momentum from social media and trends set by influencers. In Australia, Forever New was the most searched brand in 2025 with 106,110 average monthly searches.

The study also recorded the performance of other brands in specific countries. For example, Lover was most popular in Italy, while Peppermayo led in Denmark – both countries acknowledged for their strong fashion cultures.

PrintLocker commented on the broader significance of the findings: "The findings highlight Australia's fashion labels that resonate the most among consumers today. It also highlights the prominent role of the fashion and textile industry, with home-grown Aussie labels taking charge in shaping today's consumer trends and preferences – cementing their place in both local and global fashion markets."

The methodology for the study involved the use of 7,393 unique keyword combinations created from brand names and relevant terms such as "buy online", "returns", "dress", and "plus size". The search volumes were aggregated across twelve markets, including the United States, United Kingdom, Canada, Germany, France, Spain, Italy, Denmark, Sweden, New Zealand, and Australia. Brands were ultimately ranked by total global search volume, with social media metrics considered for assessing overall popularity and influence.