Petal & Pup Celebrates Australian Roots and Global Growth with New Brand Identity

New brand campaign marks the evolution of the women-led brand and its connection to women everywhere.

Mar. 13, 2026 at 6:00pm by Ben Kaplan

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a.k.a. Brands Holding Corp. (NYSE: AKA), a portfolio of next generation fashion brands, today announces the launch of Petal & Pup's global evergreen brand campaign and the official debut of the brand's evolved identity. The campaign invites women everywhere to see themselves reflected in Petal & Pup's carefree Australian spirit and shared joy for dressing up, connection, and the beauty found in life's moments.

Why it matters

The campaign marks a defining chapter in Petal & Pup's evolution, reinforcing its confidence, longevity, and growing global presence. It signals the brand's long-term vision, commitment to being imagined by women for women, and belief in building a brand that feels warm, emotive, and deeply connected to its community.

The details

The campaign introduces Petal & Pup's refreshed brand identity, blending its Australian beginnings with its position as an international fashion destination. Shot entirely in Australia, the campaign celebrates the brand's Aussie heritage through joyful, optimistic storytelling and nature inspired visuals, including Australian florals such as the brand's signature Protea. The launch also introduces the brand's new tagline, "Aussie Born. Loved Everywhere", and a refined logo, refreshed color palette, and evolved visual language.

  • The global campaign launched February 9 in Australia and March 9 in the United States.

The players

Petal & Pup

A global fashion brand known for its effortlessly feminine, trend-forward designs made for life's moments. Founded in Queensland, Australia in 2014, the brand creates attainable, feel-good pieces that celebrates femininity and makes getting dressed feel easy and joyful.

a.k.a. Brands Holding Corp.

A portfolio of next generation fashion brands, including Petal & Pup, Princess Polly, Culture Kings, and mnml.

Victoria Estella Perry

The President of Petal & Pup.

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What they’re saying

“As we continue to grow globally, this campaign signals our long-term vision, confidence, and belief in building a brand that feels warm, emotive, and deeply connected to its community.”

— Victoria Estella Perry, President of Petal & Pup (PR Newswire)

The takeaway

Petal & Pup's new brand campaign celebrates the brand's Australian roots while showcasing its growing global presence, reinforcing its commitment to being a brand imagined by women for women and building a deep connection with its community.