Rewind five years ago and you had to travel abroad to enjoy the wares of high street giants such as Zara and Topshop.
In 2011 both brands opened stores on our shores, with H&M launching in Australia in 2014 (and its more grown up sister brand COS, an acronym for Collection Of Style, followed shortly after).
The result has been a major change to the face of Australian fashion retail as home grown brands have had to reassess their offering to keep shoppers interested in such a competitive market.
Just last month Sussan went through a rebranding of sorts when they launched an in-store magazine, while brands such as Witchery and Country Road frequently have 'spend and save' style discount offers to entice spending.
Now, Iconic Aussie brand Katie's in launching an online-only range of upmarket knitwear and leather. At 60 years old, Katie's is often seen as an affordable, safe 'mumsy' brand that doesn't really push the fashion boundaries -- though this capsule collection is a definite upgrade in terms of fabrics and aesthetics.
Called LUXE, the range comprises of a small selection of wool and cashmere knits and cardigans in various classic cuts around the $70-$80 mark. Hues are muted -- think grey marle, classic black and soft nudes. The crown in the jewel is a 100 percent leather jacket (for $299.95).
"LUXE has been developed as a result to a positive customer response to our recent 100 percent silk collection -- and more specifically, the belief that luxury can be for every day. Every woman should have access to effortlessly timeless styles in premium fabrications without being limited by a price point," said Anna Howarth, Katie's Head of Marketing.
Interestingly, the range is only available online -- not in stores. Perhaps as an attempt to compete within the growing online retail offering in Australia? It launches on the 10th of May.