White Fox: The Aussie Brand That Cracked the UK

You have to have been living under a rock not to have seen White Fox, the Australian fashion brand that’s taken the UK by storm – not because of revolutionary designs, but thanks to a smart, strategic approach. They’ve nailed the influencer game, partnering with personalities like Kylie Jenner and UK-based influencer Molly-Mae Hague to get their clothes in front of millions. But this isn’t about great style; it’s about knowing how to reach the right audience at the right time.

The brand began on eBay, in 2013 when the founders spotted a golden opportunity in cool, affordable fashion. A pivotal moment came when one founder noticed Kim Kardashian wearing a dress similar to one they were selling. By highlighting this connection in their advertising and showcasing the dress alongside Kardashian’s photo, they saw sales for that dress double almost immediately. This savvy marketing move set the tone for their future strategy.

Unlike Boohoo, which has really struggled to make fast fashion feel aspirational, White Fox has successfully positioned itself as a desirable brand. They achieve this by combining accessible pricing with influencer partnerships and trend-driven designs, making their offerings feel exclusive and sought after. Another part of this formula is showing the product in luxurious settings.Their ability to create a sense of aspiration around their products has set them apart in what remains a crowded market.

They create hype with limited-edition drops, and while their hoodies serve as a visible hook, White Fox has a much larger range that includes everything from activewear to dresses. It’s the hoodies that grab attention, but once customers are in, they explore the whole of line.

What’s key here is that White Fox truly knows their audience; female teens to mid twenties. Their photography is always on-trend, exuding a fresh, youthful vibe that keeps them relevant. As a designer, I have to admit – looking at their typography on their hoodies makes my eyes bleed! They’re not going for design awards; they’re focused on impact and connection with the audience.

At the end of the day in this context, strategy wins. You can never predict trends, but if you get influencers behind your product, hit the right channels, and create the right kind of buzz, you’ll go far. It’s worth saying that influencers don’t come cheap these days, and their growth as a brand was not acheived overnight. Sometimes it takes a long time to become an overnight success!

The rise proves that a well-thought-out strategy can take you further than design alone-but throw great design into the mix, and you can take things even further.