Sweatpants or PJs became universal lockdown staples for celebrities and mortals alike. The queen of casual, Gigi Hadid, copped her cosy threads from Aussie brand, Holiday the Label, and praised its sellout checked olive-green set on her Instagram story. The glowing mother-to-be gushed, “It’s all I want to wear,” adding, “because I can wear the drawstring pants below my belly.”
Emma Mulholland founded the Sydney-based brand – which specialises in colourful, summer-ready separates – three years ago after running a namesake label for seven years. Think: girl-next-door meets Baz Luhrmann’s Romeo + Juliet.
She tells British Vogue: “I discovered those special pieces you find abroad can be hard to tie back into your wardrobe, so I wanted to elevate the fabrications and fits while still keeping the fun parts like the prints and colours.” Just one glance at the label’s Instagram feed is enough to give anyone wanderlust – the grid is awash with a riot of joyous patterns, scenic landscapes and sunny shots of influencers in their Holiday the Label sets.
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Unsurprisingly, the brand has seen a spike in sales since the pandemic took hold. Customers have realised the versatile potential of the vacation-worthy shirts, shorts, trousers and dresses, which lend themselves just as well to life at home as they do a holiday.
“Holiday at home” was a social media initiative that was conceived during the quarantine period, and followers were quick to show how they styled their favourite items within their own four walls. “I hope the pieces brighten up people’s days and make them feel a little bit of happiness in what is a very difficult time,” Emma says. “I’m always excited when I see the different ways people interpret the pieces.”
Small drops, a tight-knit team and a clear design aesthetic are at the heart of Holiday. “We are building a core collection so that customers understand the fit and fabrication of each piece, so if they love it they can choose to buy it again in a different colour or print,” Emma explains. Natural fabrics, too, are central to the collections, and hand screen-printing techniques and tie-dye processes ensure garments last.
Going forward, Emma intends to expand the brand’s range of sizes by the end of the year. “We want to make our brand as inclusive as possible,” she says. Fans can expect to see a range of bucket hats in the coming weeks, too, and Holiday the Label sunnies are dropping at the end of the year. If you’re seeking a summer alternative to your sweatpants, Holiday is a great place to start.
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August 13, 2020 at 03:53PM
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