Showroom-X has today launched in Australia. It’s described as a “refined digital platform” dedicated to showcasing the best of the Australian spirit through luxury fashion, wellness products, contemporary art objects and considered home décor.
Fashion-wise, expect to discover wardrobe essentials and elevated statement pieces from Australia’s best designers including Christopher Esber, Sir The Label, Ellery, Aje, Kit-X, Esse Studios, Ten Pieces and Romance Was Born.
Carefully curated to help shoppers achieve an effortless capsule wardrobe, while simultaneously showcasing future heirlooms, the diverse portfolio of womenswear labels “advocate a pure and artisanal approach to modern Australian dressing”.
Founded in 2019 by CEO Richard Poulson and creative director Kelly Atkinson, the platform was conceived to support the growth of local Australian and New Zealand labels on a more global scale.
“We are so excited to bring this multifaceted digital platform to our audiences,” Poulson and Atkinson said in a press release.
“Australia has so much incredible, diverse talent that deserves international exposure, and Showroom-X is dedicated to showcasing both established and emerging local brands. Aesthetically led, with Australian luxury in mind, we’ll also be telling the stories of the artists, designers and muses from behind the brands.”
In addition to the wardrobe offering, the Showroom-X portal will also bring together a diverse range of fragrances, beauty products and homewares.
Sourced from various Australian designers, the curated collections will draw inspiration from the natural rhythms of the Australian landscape, “and the liberated, active lifestyle it nurtures”. Expect to see brands like Vahy, Rohr, The Travelista, The Beauty Department and The Secret Skincare.
With a purpose to shed light on Australia’s emerging art scene, the platform will also house a dedicated Art Annex, whereby shoppers can browse and purchase pieces from regularly held digital shows. The first of which will be presented by Saint Cloche gallery.
Named the Terra Australis Incognito (The Great Unknown Land), the launch show will bring together Australiana-inspired pieces from some of Australia’s most talented artists, including Bec Smith, Nat Rosin, Justin Scivetti and Evi O.
Showroom-X will also boast a curated editorial hub called ‘Momento’. Designed to complement the fashion, art, home and beauty offering, Momento will allow readers a deeper look inside the creative spaces of the designers and artists featured on the platform.
“From behind-the-scenes access and digital styling sessions to unique travel destination diaries and seasonal trend forecasting, Showroom-X is a meeting place for discovery, exclusive creations and insightful encounters.”
While the platform will launch with women in mind, the founders have made all decisions around ensuring versatility in future growth. Showroom-X is expected to grow into the men’s market and diversify its offering as time goes on.
Head over to Showroom-X and register now for exclusive access to the platform.
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