This Aussie Brand Skyrocketed to Best-Seller Status Last Month

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(Image credit: @juliesfi)

They say you never get a second chance to make a good first impression, but that's not something Australian brand Posse needs to worry about. As soon as the up-and-coming label landed an exclusive at Moda Operandi, it started selling like hotcakes. "We saw an incredible response to Posse when we launched it exclusively in the first week of July," the retailer's fashion director, Lisa Aiken, told Who What Wear. "In that month alone, the Ducky Shorts became an instant sellout success and our top-selling shorts. In fact, the Ducky Shorts sold more than the next five top-selling shorts combined. The even better news is that we re-ordered the style immediately and it’s now on pre-order again—it truly is the short you’ll wear everywhere and the short of summer!"

As any brand knows, it's a major coup to earn the stamp of approval from industry veteran Aiken, who has a knack for finding hidden gems. "I discovered Posse two years ago when they were a direct-to-consumer brand," Aiken told us. "I was really inspired by the Australian label’s commitment to the slow fashion movement. The shopper is no longer looking for one and done pieces that they can wear once on a getaway. Instead, she wants easy, transitional pieces that have an extensive lifespan in her closet." Posse already counts Angelina Jolie, Romee Strijd, and Dakota Fanning among its celebrity fans. Intrigued? Scroll down to shop the brand Aiken calls "effortless but incredibly chic."

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(Image credit: @romeestrijd)

On Romee Strijd: Posse Ducky High-Rise Linen Shorts ($190)

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(Image credit: @monikh)

On Monikh: Posse Alice Top and Emile Skirt

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(Image credit: @juliesfi)

On Julie: Posse Florence Blouse

Next, 5 shoe trends you won't regret in 5 years—promise.

Erin Fitzpatrick
Senior News Editor

Erin got her start as a Who What Wear intern over 12 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of senior news editor (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.