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Aussie Label Emma Mulholland on Holiday Taps Into Denim’s Playful Side

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Emma Mulholland on Holiday, the five-year-old Australian label best known for its cheerful, vacation-inspired style, is the latest to try its hand at denim. The brand recently debuted Carpe Diem, a capsule collection centered on its first jeans offering two unisex styles.

The relaxed jeans reinterpret the brand’s popular Kokomo and Vacation pants in a light-wash denim. The Kokomo jean—a sleek style void of a waistband and back pockets—features a straight leg and pleating, while the Vacation jean features a girlfriend fit and back pockets with the brand’s smiley face flower logo in yellow.

Jeans are made of 100 percent organic cotton and are available in sizes 24-36, with detailed sizing information listed on each product’s page.

“We always want to create pieces that you love and cherish for years to come,” said Emma Mulholland, founder and designer of Emma Mulholland on Holiday. “Denim is very versatile and long-lasting. We wanted to make a great-fitting piece that you can wear for many seasons and pair back with a range of different styles. It will be a great investment for our customers and a nice offering for those who need a staple.”

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Rounding out the capsule are mesh tank tops and matching pants in bright lime green and bubblegum pink checkerboard prints. The range is punctuated by a mesh long sleeve crop top and matching tank in a brown and pink floral print.

The styles, which range from $107-$208 (150-290 AUD), celebrate the Y2K aesthetic—a colorful blast from the past that arrived just as society began emerging from a years-long isolation. The theme was a top influence for labels like Blumarine and Des Phemmes at Milan Fashion Week earlier this month.

Emma Mulholland on Holiday debuted Carpe Diem, a capsule collection centered on its first denim offering of two unisex jeans.
Emma Mulholland on Holiday Courtesy

According to research firm Research and Markets, the global denim industry is projected to reach $76.1 billion by 2026, up from $57.3 billion in 2020—an optimistic outlook that encouraged a number of ready-to-wear brands to venture into the category.

Best known for its vintage-inspired dresses and Target collaboration, U.K. brand Rixo bowed its first range of sustainable denim dresses and separates in January. The following month, contemporary women’s brand Ulla Johnson announced it would branch into denim after showcasing several jeans and a denim jacket at its F/W 22-23 presentation during New York Fashion Week.