The fashion designer Emma Mulholland at her store in Paddington, Sydney. Photograph courtesy of Emma Mulholland on Holiday. Arrive at any beach along Sydney’s East Coast on a summer’s day and you’re likely to spot a cap stamped with a happy hibiscus flower or a towel covered in a bright check pattern. These iconic designs mark the early creations of the Sydney-born label Emma Mulholland on Holiday, now synonymous with leisure and style. Launched in 2017 by the eponymous local fashion designer Emma Mulholland, the brand has garnered national and international acclaim for its colourful and comfortable loungewear.
In recent years, Mulholland has ventured into more sophisticated and refined styles. In 2023, the brand unveiled “Rendezvous Wear”, which focused on party attire. The latest collection, “I’d Rather Be On Holiday,” continued in this direction, as well as introducing tailored pieces – yet still retaining the quintessential playful essence of the brand.
This Tuesday, the brand makes its debut at Australian Fashion Week (AFW), offering reimagined resort wear alongside innovative new pieces, weaving together a narrative of its evolution over the years. Entitled “Pure Shores,” the collection draws inspiration from one of Mulholland’s favourite films, “Splash”.
“It is full of everything I’m inspired by: a nostalgic, vacation-inspired setting, with fun and fantastical costuming – which has been referenced throughout the collection in a very ‘Emma Mulholland on Holiday’ way.”
Ahead of the debut show, the Sydney designer has shared a uniquely Australian Fashion Week-themed T List, offering insights into the preparations for the event and her plans post-show, including her holiday destinations of choice.
Start the Day Here: The Bakery on Glenayr
“I always walk my dog, Norby, to the park and grab a coffee from The Bakery on Glenayr – I’m assuming it will be an early start to get this done in time. If I have time, I’ll also pick up my favourite pastry while I’m there, either the ham and cheese croissant or cinnamon scroll. Norby will probably enjoy this more than me!”
Listen to This: Emma Mulholland’s Playlist When Designing the “Pure Shores” Collection
“When designing the ‘Pure Shores’ collection, the songs I listened to were – obviously – ‘All Saint Pure Shores,’ ‘Forever Dolphin Love’ by Conan Mockasin, ‘Welcome to My Island’ by Caroline Polachek and lots of Enya.”
See This: The Mood Board for Emma Mulholland on Holiday’s AFW ’24 Collection
“To start, the mood board had a lot of David Hockney pool artworks. Photography work by Martin Parr is always part of our direction and inspiration.”
Enjoy a Celebratory Drink Here: The Ace Hotel
“I’m almost five months pregnant so sadly I’ll have to stick to a mocktail this year. But I’d love to catch up with friends and family after the show at The Ace Hotel and then grab something delicious from Alberto’s Lounge if we have the energy.”
Holiday Here: The Blue Mountains
“When the show is over, I’d love to go to the Blue Mountains and switch off with my husband for a couple of days. I’m really keen to try the Japanese Bath House there.”
