A new wave of innovative, independent dancewear brands is taking the stage in Australia, founded by dancers and designers who understand studio style and today’s dancers. These brands prioritise inclusivity, sustainability, style and comfort without compromising on quality.
From custom-made leotards to studio-to-street activewear, Australian-born brands – Flex Leotards, AlcieMay, Physique The Label and Juliette. The Label – each offer a fresh take on dancewear.
Flex Leotards: Custom comfort and confidence
Born from a deeply personal experience, Flex Leotards is the brainchild of calisthenics dancer Ellie Wynhoven, who returned to the sport in her mid-20s, only to find that the dancewear industry had few flattering, fun options for dancers outside traditional sizing.
“Flex Leotards is a made-to-measure custom leotard and dancewear brand with a focus on inclusivity and comfort that hopes to empower all dancers to feel confident at class!” Wynhoven explains.
Unable to find leotards that fit her own body comfortably, she launched Flex to fill a gap in the market. Each piece is custom-made to order, with options to tailor the leotard to torso length and bra size, as well as choose between regular or high-cut hips. Dancers can also opt for an in-built elastic shelf bra.
“I didn’t want anybody else to feel this way when shopping for leotards,” Wynhoven says. “That’s why I make everything custom and use super soft but ultra-supportive fabrics — so you’re locked in but also super comfy at class.”
We love any brand that makes a dancer feel welcome. You can shop both custom and ready-to-wear pieces at flexleotards.com, and catch behind-the-scenes content on Instagram and TikTok.
AlcieMay Dance: Style, stretch and studio support
Another brand creating studio style in both individual and dance school design is Queensland-based AlcieMay.
“AlcieMay is proudly Australian-made dancewear, with a focus on beautiful leotard fit, comfort, style and a wide range of colours, made for both individual dancers and dance studios,” says Founder Alice Litzow.
Litzow’s background in stretch wear and fashion led her to ballet, where she fell in love with the discipline and its aesthetic. As dance schools began approaching her for custom uniform designs, her passion evolved into a full-fledged brand. “That’s when I decided to launch AlcieMay Dance, so I could create pieces that support dancers,” she says.
Everything at AlcieMay is designed and made in-house at the company’s Kelvin Grove studio in Brisbane. The colour palette extends well beyond the basics, and the brand is known for quick turnarounds and personalised service – whether it’s a single leotard or an entire studio uniform.
“Whether it’s one dancer or a whole studio, we’re here to help bring your vision to life,” Litzow affirms.
Dancers can explore the AlcieMay range online, visit the showroom in Brisbane, or connect at dance events around the country.
Physique The Label: Where activewear meets dancewear
Co-founded by professional dancer and fitness trainer Jessica Sturgeon, Physique The Label (PTL) is bridging the gap between dancewear’s flexibility and gym wear’s functionality, without compromising on sustainability or style.
“Physique The Label is an Australian-born activewear brand merging style, sustainability and performance to empower movement and confidence across every aspect of an active lifestyle,” Sturgeon explains.
PTL’s products are crafted from high-quality recycled, organic and eco-friendly fabrics in ethically responsible factories. Designed to take you from barre to brunch and beyond, PTL pieces support, sculpt and flatter while withstanding the intensity of both dance and gym training.
“We want everyone who wears our activewear to feel strong, supported and confident,” says Sturgeon.
The latest drop, The Aspire Collection, features versatile bodysuits, crops, leggings and tanks in bold yet refined hues like royal blue, vanilla and muted blueberry. This versatile collection delivers for performance but with the aesthetics of the modern dancer inside and outside the studio.
“We designed the Aspire Collection for those who move with ambition — blending function with style in a way that feels effortless,” Sturgeon says.
Browse the collection and shop worldwide at ptl-store.com.
Juliette. The Label: Minimalist but striking design
Founder Juliette Beninati brings everyday comfort and affordable style with Juliette. The Label (JTL) — a brand built for real dancers in real life.
“Juliette. The Label (JTL) is a minimalistic, inclusive dance and streetwear brand designed to help dancers move with confidence, both in and out of training,” says Beninati. She created JTL while studying business at university, after noticing a gap in the dancewear market.
“Growing up a dancer myself, I always noticed a strong divide in dancewear. Everything was either super feminine, elegant and pretty for ballerinas, or loud, bold and full of colourful patterns for commercial styles,” she says. “I couldn’t find anything minimal and comfortable that I could wear in and beyond the studio – until JTL was created.”
In just over a year, JTL has launched a collection of versatile pieces that not only look good, they feel good. The brand’s products are designed to move with you, with super soft fabrics and include supportive built-in bras and oversized cuts to cater for all shapes and sizes.
Proudly unisex and proudly different, JTL aims to break traditional moulds of dancewear. The Adage range layers perfectly over ballet uniforms, while the Signature and Tempo lines have become staples in the commercial dance world.
“It’s not just about how our clothes look; it’s how they feel,” Beninati says. “More importantly, though, it’s how you feel when you are wearing them. Confident, strong and completely yourself.”
You can explore the full range at www.juliettethelabel.com.au or shop in person at dance events and competitions across Australia. JTL also offers custom uniforms and wholesale options for studios — get in touch at jb@juliettethelabel.com.au.
As more dancers seek individuality from their dancewear that better suits their personal style and a tailor-made look that flatters their body, brands like Flex Leotards and AlcieMay and PTL and JTL are finding their niche. With their commitment to quality, comfort and creativity, they’re helping dancers of all kinds feel empowered – one outfit at a time.
Keep your eye on these on-the-move labels, staking their place in the market, and discover more fresh finds for your studio style.
It’s been exciting to see these brands showcased at the Victorian Dance Festival (VDF) over the last few years. Tickets are now on sale for VDF26, where you can not only enjoy amazing masterclasses but shop ’til you drop in Australia’s largest dance market and expo. For tickets and more information, visit www.victoriandancefestival.com.
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