How a bold social media playbook and influencer-driven strategy turned an Australian startup into a global Gen Z fashion powerhouse.

Australian fast-fashion label White Fox has rapidly ascended from a modest eBay store to a global phenomenon, capturing the attention of Gen Z consumers across Australia, the UK, and the US. Founded in 2013 by Daniel and Georgia Contos, the brand has leveraged a potent mix of influencer marketing, aspirational imagery, and savvy social media strategies to establish a formidable presence in the competitive fashion industry.

White Fox’s marketing approach is heavily centered on influencer collaborations and user-generated content. In 2023 alone, the brand posted nearly 25,000 times on social media platforms, a fivefold increase from 2018. This extensive online activity is bolstered by programs like ‘White Fox University,’ which engages student influencers by providing them with apparel and discount codes to share with their followers. Such initiatives have fostered a sense of community and exclusivity, resonating with young consumers seeking connection and trend-forward fashion.

The brand’s distinctive aesthetic—characterized by bold designs and a party-ready vibe—has been amplified through high-profile endorsements. Celebrities like Emily Ratajkowski and Hailey Bieber have been spotted wearing White Fox apparel, further cementing its status as a go-to label for the fashion-conscious youth. Outdoor advertising campaigns in cities like Sydney, London, and Los Angeles, featuring provocative imagery, have also contributed to the brand’s visibility and allure.

Despite facing criticisms over sustainability practices and customer service issues, White Fox’s financial trajectory remains impressive. In 2024, the brand reported sales nearing US$73.8 million. Their pricing strategy positions them slightly above ultra-fast fashion competitors but remains comparable to retailers like Zara and H&M, appealing to consumers seeking affordable yet stylish options.

White Fox’s innovative marketing tactics, combined with a keen understanding of Gen Z’s preferences, have propelled the brand to international prominence. By fostering a sense of exclusivity and community through influencer partnerships and strategic branding, White Fox continues to thrive in the dynamic landscape of fast fashion.