First Nations fashion designer Brodie George caught up with Style Up ahead of the release of her new swimwear collection.
"It's been a slower start to 2025 as I've been fully focused on finalising the Core Collection. I've really taken my time with this one, making sure every detail is right for launch. I've approached things with a softer pace, allowing the process to unfold naturally rather than forcing it—putting a lot of thought into timing and alignment," she said.
George says the new collection pays homage to cultural connection and also the importance of confidence and comfort.
"The Core Collection is a return to the essentials designed by listening to our community and understanding what our customers truly want and need in swimwear. It's a collection built on connection, comfort and confidence designed to support real bodies and real stories," she said.
"The inspiration for this range comes from the women around me my family, my friends and the women who've supported this journey from the very beginning. The artwork titled Yimpiyimpi is the Walmajarri word for 'clouds wafting and floating across the sky'. The artwork is intricate and ethereal, using fluid patterns and serene shades of blue to reflect the soft beauty of nature and our deep connection to it."
Always striving to create swimwear that is ideal for all bodies, George engaged with consumers to find out what they were looking for in terms of style, size and fit.
"This time around, I've been really intentional. Every style in the Core Collection from the underwire one-pieces to the staple bikinis was shaped by our community through Instagram polls, feedback and what's consistently been most loved," she said.
"I wanted every piece to feel like it was made for someone—not just a trend. It's swimwear that fits, supports and celebrates every body, while still holding space for storytelling through art.
"This shoot was really different for Jalayimiya Swim it was our first sunrise shoot with Sarah (Kemp) from Align Your Divine Photography. I wanted something clean and simple, using the sky and morning light as the main backdrop. Those soft rays coming through really captured the calm, grounded feeling behind the collection.
"We always aim to have at least 50 per cent of our models be Aboriginal or Torres Strait Islander and for this campaign, I'm proud to say organically all of the models were Aboriginal women."
The First Nations models in the photoshoot were Jasl Little, Yamatji, Ellah Haines, Wardarndi, Reggina Blurton, Gundijmara/Ballardong, Brianna Ozies, Nyikina/Karajardi/Kija and Kiahara Hampton-Jacobs, Whadjuk/Ballardong/Wonaarua/Geawegal.
"It's really important to me to represent a range of body shapes and sizes too. Our models are real people friends, family and supporters of the brand. We don't edit or retouch their bodies. The goal is to celebrate natural beauty and create swimwear that actually fits and feels good on all kinds of bodies," said George.
"The last 12 months have been huge for building the brand's profile. I was part of KAFTA, showed at New York Fashion Week, featured in a few major publications, and even had a viral TikTok moment thanks to Brittany Saunders. It was definitely a year focused on getting Jalayimiya Swim seen and known.
"This year, the focus has shifted more towards business growth refining the back end, being more strategic and choosing carefully which runway shows or events to be part of. I'm not just saying yes to everything anymore. It's about making sure the opportunities I take align with where I want the brand to go and how I want it to be seen."
On the topic of new ventures and opportunities, the designer shared she would love to collaborate with First Nations model Billie-Jean Hamlet in the near future.
"One person I'd really love to collaborate with is my sister, Billie-Jean Hamlet. It would be such a full-circle moment to have her wear my swimwear and be the face of a Jalayimiya Swim campaign. I really admire her for everything she's achieved and the hard work she's put in to get where she is today. I hope one day the stars align and we can make it happen," she said.
"In terms of other projects, I'm open to working with other creatives who share similar values around culture, sustainability and representation. 2025 is about doing things with purpose and keeping everything aligned with the heart of the brand."
When discussing prospects for First Nations designers, George says while international opportunities are rising, breaking into the Australian fashion scene has proven rather difficult.
"I wouldn't say there's been a big shift—if anything, it still feels like not much has changed. We're seeing some First Nations designers make moves internationally, which is amazing, but breaking into the Australian fashion scene still feels really tough. There seems to be a gap when it comes to real opportunities and recognition here at home," George told Style Up.
"I'm hopeful that's something I can change for myself and others. One of my goals is to be part of a major national runway—something that gives Jalayimiya Swim the credibility and profile it deserves here in Australia. It's about being seen and respected not just overseas, but on our own soil too."
While the brand's soon-to-be released new collection is George's main priority right now, she confirmed that Jalayimiya Swim has a variety of other opportunities coming up.
"There are a few exciting things coming up this year that I'm really looking forward to. I'll be involved in a special fashion event in August that supports a great cause, which I'm really proud to be part of. I can't say too much yet, but it's a great opportunity to showcase the brand in a new way," she said.
"I'm also preparing for a pop-up in July with a major retail chain which is a big step for Jalayimiya Swim. It hasn't been announced yet, but I'm excited to see the brand reaching new audiences and spaces. This year is all about creating opportunities that feel aligned and sustainable for the future of the business."
With a new collection soon to launch and a range of opportunities coming her way, in 2025 Brodie George is showing no signs of slowing down.
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