Every day is beautiful and deserves a little fanfare. Is the ethos behind Alamein, an Australian women’s wear label recognised for romantic, travel-inspired garments that transcend from beach to bar and, depending where the mood takes you, even bed.

The brand is led by Natalie Alamein, a Sydney-based designer who creates clothing and accessories for passionate, authentic, life-loving women. Launched in 2012, Natalie has spent the best part of a decade celebrating bold femininity and helping women around the world feel their best selves thanks to a strong understanding of how apparel can do justice to the female form.

Destinations, music, love stories and art inspire Alamein’s range and Natalie translates the vibrancy of these elements into the movement, texture and hand-made feel of her garments.

Alamein’s signature calling card is the use of rich colours, customised vintage prints and uncompromising craftsmanship. Each piece is conceptualised and brought to life with a team of like-minded tailors, master pattern-makers, seamstresses, dyers, graphic designers and store assistants – all of whom hold the ethics of quality, consistency and beauty at heart. Fine fabrics are staples, as are the small, thoughtful details that you didn’t know you needed.

All of Alamein’s garments are designed to celebrate life in – wear them dancing, dating, confetti-tossing, champagne-sipping, sunbaking, boating, travelling or just brunching with friends. The clothing is designed to bring a layer of luxe into the everyday and is just at home teamed with a pair of sneakers as it is heels.

Inspired by far flung places, stocked in boutiques around the world, Alamein’s home is on Sydney’s Northern Beaches, with a gorgeous store just a stone’s throw from Newport Beach.

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