Australia – a.k.a. Brands Holding Corp., a portfolio company of fashion brands, has announced the launch of a new global campaign and updated brand identity for Petal & Pup.
The campaign reflects the brand’s Australian origins while positioning it as an international fashion label. It aims to highlight themes of connection, self-expression, and everyday moments through styling and storytelling.
According to the company, the campaign also marks a new phase in Petal & Pup’s development as it expands its presence globally. The initiative includes a refreshed visual identity, featuring an updated logo, color palette, and overall design language, alongside the introduction of a new tagline, “Aussie Born. Loved Everywhere.”
The campaign was created by an all-female team, including models, creatives, and production staff, aligning with the brand’s focus on women-led storytelling.
“As we continue to grow globally, this campaign signals our long-term vision, confidence, and belief in building a brand that feels warm, emotive, and deeply connected to its community,” said Victoria Estella Perry, president of Petal & Pup.
She added, “Petal & Pup was born in Australia, and while the campaign is rooted in where we began, its message is universal. It celebrates togetherness, femininity, and the shared joy of dressing for life’s moments with women everywhere.”
The campaign was shot in Australia and incorporates visuals inspired by the country’s natural environment, including native florals such as the protea.
Petal & Pup’s expansion has been supported by wholesale and retail partnerships with Nordstrom and David Jones.
The campaign was launched on February 9 in Australia and March 9 in the United States.
