New Womenswear Brand Revealed to the World at AAFW

Australian designer Nikita Sernack debuted the first collection from her new brand, RUMER, at this year’s Afterpay Australian Fashion Week (AAFW).

Sernack also founded the cult evening brand, Nookie in 2005 that has seen incredible ongoing success in Australia and internationally with stockists including Bloomingdales and Revolve. She brings the experience of building an enduring global label to the development of RUMER. The new brand reflects her vision of earthy and wholesome femininity.

With a commitment to considered production practices, RUMER offers elevated day wear, all of which is designed and produced in Australia with a focus on creating timeless, stylish and treasured pieces.

Reflecting on her new venture, Sernack explained that RUMER was conceived from a desire to compliment the feminine allure and make women feel empowered and captivating.

I want to create pieces that women can keep forever and feel effortlessly beautiful every time they wear them.

“Supporting our local creatives has always been my ethos. Nookie has been Australian made since the very beginning and I’m dedicated to continuing this philosophy with RUMER as we are supported by a strong community of cutters, makers and specialists across Greater Sydney,” she said.

RUMER’s first collection, Romanticist, expresses the intense love and adoration we hold for our muses, translated through shapes and movements of silhouettes, unique linen fabrication and earthy tones accentuated with enchanting floral prints.