The Winter 25 collection is documented on the streets of our Melbourne neighbourhood, capturing winter with creative Ally May Carey and the simple beauty of days spent in Australian Merino Wool.

SHOP AW25

Known for her refined style and eye for design, content creator Ally May Carey fronts our new campaign wearing modern garments made of exceptional Australian Merino Wool. ⁠We caught up with Ally recently -

  • Tell us about yourself.

    I've always been a creative person at heart - growing up, I was torn between writing and photography. I ended up working for myself early on, learning as I go and jumping between different creative projects.

    My weeks are a mix of parenting, creative work, and carving out pockets of time for myself. Becoming a mother has reshaped the way I work, what I value, and how I want to spend my time. I split my days between looking after my little boy, Archie, working on design projects, shooting content, and keeping everything moving. I'm a full-time juggler.

  • How do you wear wool? What materials do you wear?

    I love wearing wool in easy ways - a grey oversized knit with classic tailored trousers or a beautiful wool coat. Wool is one of those materials that feels like a second skin when you find the right pieces.


    I prioritise natural fibres first: anything that feels good against the skin, breathes well, and has a beautiful texture. I've definitely become more conscious of fabric quality since having a baby - comfort and durability are non-negotiables now.

"I'd describe ⁠my style as relaxed, refined, & considered."

  • Do you have a thought process when adding new pieces to your wardrobe?

    I ask myself: will I wear this at least 30 times? Does it work with what I already own? Do I love it enough to miss it if it was sold out tomorrow? If the answer is yes, it's usually a good sign.

  • What are you reading at the moment?

    I'm reaching 'Small Things Like These' by Claire Keegan. It's short, beautiful, and packed with emotion. I'm also dipping in and out of 'Big Magic' by Elizabeth Gilbert when I need a creative pep talk.

"Simplicity always works when I don't know what to wear - jeans, a great knit, a good pair of shoes. I go back to basics."

  • Where do you do your best creative thinking?

    Usually somewhere quiet, but not too quiet! I need a little bit of background life happening. Cafes, the car while driving, or honestly, in the shower. Some of my best ideas pop up when I'm not trying too hard.

  • What's something you're looking forward to?

    Right now, I'm looking forward to travel - meaningful trips that fill up the creative tank and create new memories with my family.
SHOP AW25

  • TALENT: ALLY MAY CAREY

    PHOTOGRAPHY: BELLA DOWER

    ART DIRECTION: CARLY HUNTER

    DIGITAL OPERATOR & LIGHTING: LUKE CHANG

    STYLIST: LAUREN DE INNOCENTIS

    HMU: MILLY DOWSETT