Brisbane’s fashion scene is stepping into the global spotlight, with local brands gaining international recognition for their creativity and unique style. From humble beginnings to worldwide fame, labels like VRG GRL and SABO are redefining what it means to merge individuality with modern fashion. These brands, rooted in Brisbane’s vibrant culture, are now inspiring audiences far beyond Australia, proving that big ideas can come from any corner of the world.
How VRG GRL Began
Teen sisters Daniella Dionyssiou and Natalia Suesskow had a common problem—nothing in their closets felt exciting to wear. Instead of settling, they decided to create their own dream clothing store.
This bold move led to the birth of VRG GRL, a brand now loved by millions. With over 1.2 million followers on Instagram and TikTok, and celebrities like Ariana Grande and Taylor Swift wearing their designs, VRG GRL has become a global sensation.
Growing Through Challenges
VRG GRL started small, with the sisters borrowing $30,000 from their parents to open a shop. After six years, they closed their physical stores and focused on selling online. In 2022, they stopped selling other brands and started designing their own clothes. This change helped them stand out with unique styles and better control over quality.
“This shift let us focus on creating designs that are thoughtful and easy to wear,” said Daniella. “Our goal has always been to help young women express themselves through fashion.”
Inspired by Brisbane
For Daniella and Natalia, their home city of Brisbane plays a big role in their work. “Brisbane inspires so much of what we create. The city has a laid-back but stylish vibe that fits our designs perfectly,” Daniella explained.
SABO’s Journey to Success
Another Brisbane success story is SABO, started in 2011 by best friends and sisters-in-law Thessy Batsinilas and Yiota Kouzoukas. Their designs are inspired by Brisbane’s warm weather and relaxed lifestyle.
“Our style is simple yet elegant, which matches Brisbane’s easygoing fashion,” said Yiota. SABO began by selling other brands but quickly switched to creating their own clothes. Their unique prints and chic designs have taken them to international runways, including New York Fashion Week.
Big Achievements
SABO’s biggest milestone was building their own headquarters last year. The space reflects their brand’s style and has become a symbol of their success. “Having control over every part of our designs has been challenging but worth it,” Yiota shared.
Brisbane Fashion Goes Global
Both VRG GRL and SABO are expanding into physical stores again, with plans to open new locations in 2025. Most of their customers come from overseas, showing how Brisbane’s fashion scene is making a global impact.
Daniel Clements, from the Whitehouse Institute of Design, says their success is inspiring other Brisbane designers. “They’re showing how originality and unique designs can reach audiences everywhere,” he said.
Brisbane’s fashion brands are proving that creativity and bold ideas can shine on the world stage.
