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Australian Fashion Labels

Australian Fashion Labels is a nucleus that defines how Australian fashion is perceived globally through their directional and attainable labels.
In 2007, Company Directors Dean and Melanie Flintoft founded Australian Fashion Labels in Adelaide, South Australia with the introduction of Finders Keepers. The label flourished due to its focus on quality, on-trend pieces with trans-seasonal appeal. From there, the company introduced four other labels; Cameo in 2010, Keepsake in 2011 and Jaggar and The Fifth in 2014.
Each label has found global success by strongly focussing on the core aesthetic that it was founded on. Australian Fashion Labels now has over 3,000 stockists worldwide and its own online and bricks and mortar retailer, BNKR.
As the labels grow, the team constantly challenge themselves to deliver exciting and innovative collections that will impact fashion’s future.



Cameo the Label’s vision is to supply experimental designs to dictate future taste.

Since its establishment in 2010, Cameo the Label has endeavoured to build its own unique aesthetic through its inspired use of directional prints, premium fabrics and bold silhouettes.

Each of Cameo’s eleven yearly collections hinges from a central theme, which inspires the fundamental prints, shapes and fabrics. Therefore, each Cameo range can be seen as a capsule collection, where one range can stand independently from the other. Together, they form a formidable collage of wearable innovation. In this respect, Cameo garments can be considered innovative, as the process behind their creation runs deeper than just clean lines and following trends.


“I find it flattering to think of Cameo garments as pieces of ‘wearable innovation’,” says Head Designer Siham Elmawey. “It’s so rewarding to be able to share what I find inspiring in everyday life through design.”


The inventive sensibilities within the designs have seen Cameo the Label grow popular with a range of style influencers and celebrities, including Solange Knowles, Jennifer Lopez, Vanessa Hudgens, Jamie Chung, Kourtney Kardashian, Gigi Hadid, Kylie Jenner and Emma Roberts.


A Cameo girl can find her own interpretation of the garments, which is an empowering motive for the design team to reach new heights and take new risks. “We want our clothes to create an emotional impact with our audience,” Siham explains. “I want the customer to feel as inspired wearing the clothes as I do when I design them.”




Finders Keepers the Label has evolved into one of the world’s most sought after fashion labels for its effortlessly polished style. Since its inception in 2007 by Australian Fashion Labels’ Creative Director Melanie Flintoft, the label has stuck true to its ethos of providing attainable high street designs in quality on-trend shapes and fabrics. Therefore, the Finders Keepers girl is varied in her individual aesthetic, yet all stand united due to their confident and playful take on fashion.


In any of the eleven collections that Finders Keepers produce annually, you will find a carefully curated range of styles for all occasions. Each collection will have a print, shape or texture to cater for casual daywear to sophisticated evening looks. Unsurprisingly, the versatility of Finders Keepers has seen the label stocked in some of the most prestigious retailers worldwide, including Harrods, Harvey Nichols, Top Shop, Nordstrom, ASOS, Shopbop and David Jones.


Similarly, the label has caught the attention of multiple celebrities and style icons, who frequently select Finders Keepers for their press photos, editorials and public appearances. Among them are Jessica Alba, Kylie and Kendall Jenner, Kourtney Kardashian, Jennifer Hawkins, Iggy Azalea, Jessie J, Whitney Port, Demi Lovato and Bambi Northwood-Blyth, as well as an army of some of the most influential bloggers from around the world.



Since its formation in 2011, Keepsake the Label has provided a directional take on traditional forms of eveningwear. This was the intention of Australian Fashion Labels’ Creative Director Melanie Flintoft, who saw the need for high-end, price-pointed formalwear that still offered crisp lines and intricate detailing in luxe fabrics.


Keepsake is now stocked in respected retailers globally, including Bloomingdales, Nordstrom, Revolve Clothing and David Jones, as well as a favourite amongst formalwear boutiques. Keepsake’s high-end appeal has found a following amongst celebrities and style icons, with Reese Witherspoon, Kendal Jenner, Melanie Brown, Carrie Bickmore, Kristin Cavallari, Alexa Vega and Brittany Snow amongst its high profile supporters.


Keepsake Head Designer Carmen Dugan has grown with the label since its beginning, seeing it blossom into a strong representation of modern femininity by finding “the right balance between detail and simplicity in each garment”. Through Carmen’s dedication, exclusive prints, premium fabrics and an updated understanding of classic silhouettes has become the signature within any of Keepsake’s eleven annual collections. Moreover, the recent introduction of a range of intimates for each collection further compliments the label’s stance as one of luxury, indulgence and fragility.


Carmen and her team are constantly challenging themselves to allow their customer to interact with their garments in a way that marries the aesthetic of the brand with the wearer’s personal style.


“The Keepsake girl can interpret high fashion trends in her own way,” explains Carmen. “That’s my favourite thing about fashion – it’s not about what you wear but how you wear it and how it makes you feel. I want everybody to look and feel special every day.”





At its core, The Fifth Label emanates versatility. Through its use of original prints and an accessible colour palette, The Fifth support a laid back sensibility to clothing with a focus on quality and wearability. From its monthly range of paired back essentials to statement pieces, styles from The Fifth can be used as the bass notes to any wardrobe.


The concept for The Fifth Label came when Australian Fashion Labels Creative Director Melanie Flintoft discovered a growing demand for price-pointed everyday essentials that still maintained design integrity and reliable quality. She enlisted Amy Hicks as Head Designer, trusting in the fashion graduate’s knowledge of fabrication, craftsmanship and trends to create a label that is effortless, adaptable, youthful and – in a word – cool.


Since it’s launch in June 2014 with the debut collection Undercurrent, The Fifth Label has garnered a cult following for its uncomplicated yet spirited approach. With every collection, Amy and her team are constantly redefining the expectations for how everyday style can be delivered, using placement prints and denim in easy-wearing fits.


“Updating basic styles in a way that excites customers is an incredible challenge, but one that is overwhelmingly rewarding,” says Amy. “It’s nice to be able to give a new twist to casual dressing by offering things like placement prints on tees, relaxed-fit dresses or easy-wearing denim. The Fifth girl is confident and a bit of a tomboy, but still girly at heart. I find a lot of my own personal style has definitely seeped into the designs. I like to dress comfortably, but still look polished.”


The Fifth’s rapid growth has meant Amy now has more the ability to stretch out and further her ambitions.


“I’m so surprised by how quickly The Fifth has evolved and how positively it has been received. It’s exceeded my expectations, which means I have more room to expand and evolve the label… And that’s the most exciting thing of all.”





BNKR Flagship Store 


160 Rundle Mall

 SA 5000

 08 7009 6066


BNKR is a leading destination for Australian fashion.
BNKR is the only retailer to carry the full ranges from Cameo, Finders Keepers, Keepsake, Jaggar and The Fifth Label.
By curating a fresh selection of apparel, accessories and footwear that considers all styles, trends and occasions, BNKR encourages everyone to create looks that are effortless, confident and undeniably theirs.
While offering our garments worldwide through global shipping since 2011, in 2014, BNKR opened its flagship Adelaide bricks and mortar store, establishing a truly exceptional and sophisticated shopping destination. This demonstrates BNKR’s dedication to fulfilling unique experiences for our customers by allowing even more ways than ever for them to build relationships with our products.



Contact Form

For enquires please use the contact for below.

  • Australian Fashion Labels - Global Head Office

    106 Currie Street, Adelaide, Australia 5000

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    =61 08 7009 6000

  • Australian Fashion Labels - USA Office

    860 S. Los Angeles Street, Suite # 315, Los Angeles, CA 90014

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    = 213 973 0002 Ext. 3025

  • Australian Fashion Labels - Shanghai Office

    Building 4, 363 Chang Ping Road, Jingan District, Shanghai

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    = + 86 186 0040 7353 

  • Australian Fashion Labels - Melbourne Showroom

    6 Robert Street, Collingwood, Melbourne, 3000

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    =+61 3 9419 0440