Jalayimiya Swim Makes Waves at New York Fashion Week: A Celebration of Culture and Sustainability
New York, NY – September 9, 2024 – In a vibrant display of culture, sustainability, and innovative design, Jalayimiya Swim, a pioneering First Nations fashion label founded by Brodie George, captured hearts at New York Fashion Week’s Flying Solo show. The exclusive event, held on September 9, 2024, at the distinguished 22 Vanderbilt, with the iconic Empire State Building and Grand Central Station providing a stunning backdrop, marked the debut of Jalayimiya Swim’s highly anticipated Ngapa Collection.
The Ngapa Collection, named after the Walmajarri word for “water,” is a tribute to the world’s oldest continuing living culture, showcasing culturally conscious swimwear that blends Aboriginal artistry with contemporary fashion. Each piece in the collection features intricate Aboriginal art created by Brodie George herself, reflecting her commitment to celebrating Walmajarri and Aboriginal heritage while integrating modern design sensibilities.
Brodie George, the visionary founder behind Jalayimiya Swim, shared her excitement post-show: “I was really excited to share Aboriginal culture with people from all different backgrounds behind the scenes. Educating them about the deep meanings behind our art, the symbolism of the woven earrings, and teaching them about who we are was a rewarding experience. I could tell that the appreciation was genuine, especially from the models,” she told National Indigenous Times StyleUp. (Read more: [National Indigenous Times](https://nit.com.au/10-09-2024/13584/first-nations-label-jalayimiya-swim-makes-waves-at-new-york-fashion-week))
Jalayimiya Swim is steadfast in its commitment to sustainability, employing a made-to-order approach and maintaining limited on-site stock to reduce landfill waste. The brand’s eco-friendly collections use recycled materials, such as Repreve®, which converts plastic bottles into high-quality fabrics. The Ngapa Collection spans sizes 6 to 24, offering mix-and-match options designed to celebrate diverse body shapes and sizes, embodying the brand’s dedication to inclusivity and body positivity.
Targeting women aged 25 to 45 who value culturally conscious fashion and sustainable practices, Jalayimiya Swim’s designs cater to those who prioritise ethical fashion and environmental responsibility. The brand’s commitment to these values makes it a perfect match for consumers who seek self-expression through fashion that aligns with their principles.
Looking to the future, Jalayimiya Swim plans to deepen its community engagement by featuring photoshoots in remote areas, authentically representing a diverse range of women and their stories. The brand aims to use social media and its website to share these visuals, fostering a sense of community and empowerment among its audience.
In addition to enhancing community involvement, Jalayimiya Swim is set to participate in Australian fashion shows following New York Fashion Week. The brand envisions expanding its product range to include resort wear and establishing its own warehouse, creating job opportunities for Indigenous people and better managing stock.
Through these initiatives, Jalayimiya Swim aspires to solidify its role as a leader in ethical and inclusive fashion, both locally and globally. By focusing on cultural appreciation, sustainability, and community involvement, the brand is set to continue celebrating the world’s oldest continuing living culture through its innovative and meaningful designs.
Brodie’s journey at NYFW was proudly supported by Marra Worra Worra, Leedal Pty Ltd, Paspaley, National Indigenous Times, and Kimberley Birds.
