Taking place at the Royal Exhibition Building from 28 to 31 July, Life Instyle brings together a like-minded community of creatives to connect, discover and source from some of the world’s best-curated collections of original, well-designed, and well-intentioned products.
Offering the perfect opportunity to meet the makers and see their collections in person before they hit the shelves, we spoke to three new brands that are showcasing their products at First Instyle.
LOM Australia (Stand F06)
When was LOM Australia launched and what inspired the launch?
Tina Funder (founder): LOM launched in February 2022. In about 2019 I was looking for a new handbag and couldn’t find any vegan bags that I liked. I had also been doing a bit of research on the impacts of fast fashion on the planet, which in turn led me into the world of sustainable, plant-based materials. I was so compelled by the need to develop new alternatives that I decided to start sampling my own.
Why did you decide to exhibit at First Instyle?
Funder: I’m looking forward to meeting many Australian retailers and hoping to share my story and designs with them.
I will be showcasing my original range which includes a clutch, two belt bags and a blogger-style cross body bag. I’m hoping retailers will love my LOM products enough to stock them and spread the word to more people.
A lot of what I do with LOM is an education process, as not many people have heard of cactus ‘leather’ and the benefits of working with it.
Fox and Leo (Stand F14)
When was Fox and Leo launched and what inspired the launch?
Natalie Brake (founder): Fox and Leo launched in September 2020. It all started out of my own personal frustration of never being able to fit my glasses into a small bag because the case they came in was too big.
So what do you do? Design you own case of course. I wanted to design a slimline case that would keep my glasses protected and be able to fit easily into small bags. I also wanted a case that could be used for glasses or sunnies.
What can retailers expect to see at First Instyle?
Brake: They will get the opportunity to get up and personal with the Fox and Leo glasses cases. They’ll be able to see the workmanship that’s gone both into the design and the finish of the product. They’ll also be able to see the variety of colours available.
As a new brand I would love to see the Fox and Leo case in a variety of retailers across Australia. I knew First Instyle was a great platform to showcase the product so people can see for themselves how the cases are made and the extra space it will give. The cases come beautifully packaged and make for a great gift idea.
Louna Loungewear (stand F33)
When was Louna Loungewear launched and what inspired the launch?
Ashely Keyser (co-founder): After three years of product sampling (amid some delays thanks to Covid) Louna Loungewear was launched early in 2022. Louna was created when we saw a gap in the market for quality loungewear (an essential item in everyone’s wardrobe) that could do more with each purchase.
With every piece of Louna you are purchasing a product that has minimal impact on the environment, with sustainability a key focus from the materials sourced through to every element of packaging and the suppliers we partner with, as well as contributing towards the 20 per cent donation of profits that go directly to our charity partners.
We work closely with these groups to provide much needed funds to assist with the incredible work they do, so with every purchase you can look good, feel good as well as do good.
What will you be showcasing at First Instyle?
Keyser: We will be showing our Essentials Collection, which includes a range of wardrobe staples such as a t-shirt, singlet, shorts, lounge pants and a dress. We will also be able to show our concepts for our next injection collection which is about to start production.
We are excited to show our product in person so people can touch and feel the quality of the product as well as the beautiful softness of the bamboo fabrics. We are also excited to meet a large variety of retailers as well as see what other exhibitors are showing, we love seeing new creative products.
Click here to register for Life Instyle.
