We’ve been on a journey behind the scenes, and today we’re beyond excited to officially reintroduce Showpo. This rebrand isn’t just a new logo or a fresh coat of blush pink. It’s a love letter to the community of people we’ve built, the values we continue to stand by, and fashion moments we want to relive and continue to create with you.

In 2010, our founder Jane Lu quit her corporate accounting job to chase her dreams of building her own fashion company. With zero funding and a huge vision, she started Showpo from her parents’ garage in Sydney. 15 years later, Showpo is now shipping all over the globe, run by a team of 100+ people, with millions of customers around the world. Today, Showpo is still the same Australian brand, but she has grown. She is older, wiser and fiercer, and she is stepping up her game.

The inspiration behind the rebrand comes from recognising how much both our customer and our brand have evolved. We wanted an identity that reflects the new era of the Showpo woman - confident, fashion-aware, expressive and looking for brands that feel modern and relevant - while never losing sight of who we are at our core.

The new Showpo is chic, confident and polished, with a clearer, more distinctive point of view that feels globally resonant and true to our fun, feminine DNA. We made the decision to rebrand so our visual identity could finally match the direction of our product, our customer and our ambitions for the future: to reignite excitement, strengthen brand clarity and create a more cohesive presence across every touchpoint.

This moment is also a milestone, our 15th anniversary, and the perfect time for a meaningful reset as we evolve into the next chapter of our journey. This evolution isn’t about becoming someone new - it’s about becoming a more confident, modern expression of who we’ve always been. The creative process focused on modernising our look while preserving the warmth, inclusivity and spirit our community loves, resulting in a visual identity that balances timelessness with personality through refined typography, a fresh colour palette and design elements that bring this evolution to life.

Showpo just turned 15, and the occasion deserved nothing less than a beautifully Gala celebration. Hosted at Franca in Potts Point, the night brought together the people who make the magic happen, the team who show up every day, from desk to drinks, brainstorms to big wins, to celebrate our evolution, our rebrand and biggest year yet but most importantly everything we have built together.

The theme was modern and refined, basically, Showpo all dressed up for a big night out. Burgundy gowns, sleek blacks, creamy whites, and flattering silhouettes filled the room, a playful but very intentional nod to the new direction Showpo is heading in. The team absolutely understood the assignment, arriving stylish and ready to celebrate. In an instant, Franca felt transformed into a world of Showpo: warm, polished, grown-up, but still fun and unmistakably us.

Showpo’s recent elevation wouldn’t exist without the people behind it. One of the sweetest moments of the night was introducing the very first Showpo Awards, our way of celebrating the stars who make the magic happen every day. From the big, shiny wins to the quiet behind-the-scenes hustle, from creative light-bulb moments to teammates stepping in right when we needed them… every award was a little love letter to the heart of Showpo.

To continue the celebrations, we brought our industry friends together for a special evening at The Press, the people who have been part of Showpo’s past, present, and the exciting future we’re stepping into. It was a chance to reconnect with the community that has championed us, collaborated with us, written about us, worn our pieces, and helped shape the brand into what it is today. The night was all about sharing this milestone with the faces who have been alongside Showpo at every stage, from its early beginnings to its newest evolution.

The night felt like a full-circle moment, celebrating 15 years of Showpo while letting everyone in the room experience where the brand is headed next. It was a tribute to everything that’s made Showpo the fun, confident label people adore, but also a reveal of its newer, more elevated version. The Showpo girl’s life got bigger, bolder, and more grown, and the brand rose to meet her. Showpo didn’t just evolve with her, it evolved because of her. It was also the very first event held at The Press, Merivale’s newest venue, which made the evening feel even more special. Jane set the tone beautifully; her speech was captivating, playful yet sophisticated, delivered beside a towering fifteen-tier cake, with each tier representing a year of the journey. The room was buzzing with familiar faces and industry names, from journalists at Australia’s top publications to high-profile guests like Tammy Hembrow, Indy Clinton, Evelyn Ellis and Duncan James, all there to witness Showpo step confidently into its next chapter.

Above all, this rebrand is shaped by our community - the women who inspire us every day, the ones who have grown with us, championed us and continue to write the Showpo story alongside us.

This rebrand also celebrates our origins: Jane’s garage-to-global beginnings, our playful essence and our long-standing commitment to dressing women for all the moments that matter - the everyday, the in-between, and the ones where she wants to steal the show.

And it sets the stage for what comes next: new categories, more innovation, bigger creative ambition and deeper storytelling. We’re just getting started. This new identity gives us the clarity and confidence to dream bigger, show up bolder, and build a brand that doesn’t just follow culture, but helps shape it. The future feels exciting and unmistakably Showpo - here’s to the next 15 years, and to creating every moment together!

Explore our About Us page, browse New Arrivals, revisit our Sustainability commitments, and discover some of the styles that define this new era, from our chic corset dresses, elevated long-sleeve dresses, and our glamorous Old Hollywood gowns, all the way to our signature red & black showstoppers.