Style State is an Australian women’s fashion label and wholesale clothing brand operated under Amber Glow Pty Ltd. The brand is recognised for feminine, trend-led womenswear designed specifically for boutiques and fashion retailers, with a focus on wearable silhouettes, fit, quality, and accessible wholesale pricing.[1]

Although the Style State label was launched in early 2017, the business behind it traces its history to a Melbourne market stall established in 1989.[1]

1989–1990s: The beginnings

The company’s origins date back to 1989, when founder and CEO Lisa started a family-run market stall in Melbourne selling casual sportswear. She subsequently developed the menswear label Surfalong, responding to demand for surf and streetwear by creating custom garments through screen-printing.[1]

As Australian consumer preferences evolved, the business shifted its focus towards women’s fashion. In 1996, Lisa moved from market trading to a retail store on Melbourne’s Chapel Street and established Ajoy, a name derived from “Absolute Joy”. Ajoy eventually became the company’s heritage womenswear label.[1]

2000: Moving into wholesale

Around 2000, the company transitioned into women’s fashion wholesale. Its philosophy centred on responding quickly to fashion trends while maintaining high quality standards. The company participated in trade shows and hosted runway events, gradually developing a broader network of retail stockists.[1]

In 2011, the company relocated to Melbourne’s Collingwood fashion-wholesale district, where its Melbourne operations remain based today.[1]

2017: Launch of Style State

A significant milestone occurred in early 2017 when Style State was launched as the company’s signature label. The new brand was positioned around a more feminine and fashion-forward aesthetic while retaining the company’s established emphasis on quality, fit, and responsiveness to market trends. Following a positive reception, the business expanded its operations and opened a second showroom in Sydney later that year.[1]

2020 onward: Expansion of the brand family

In 2020, the company introduced Winnie & Co., initially positioned as a youthful, free-spirited sister label inspired by emerging trends. It also launched Style State Rewards, a loyalty programme for wholesale customers.[1]

By 2025, Winnie & Co. had been repositioned as a dedicated bag and accessories label, focusing on vegan-leather bags designed to complement Style State apparel and support retailer merchandising.[1]

Style State occupies a distinct position within the company’s brand portfolio. Described as the signature brand, it centres on feminine day-to-night pieces. Designs emphasise dressier silhouettes, decorative details, and refined fabrications, appealing particularly to customers seeking romantic or polished fashion.[1]

The brand identity encompasses the following characteristics:

• Feminine
• Romantic
• Fashion-conscious
• Wearable
• Dressy without necessarily being formal
• Trend-aware
• Accessible
• Boutique-oriented

Rather than operating as a traditional luxury fashion house, Style State functions as a contemporary fashion wholesaler, translating current trends into commercially viable pieces for independent and online retailers.

Style State collections are developed in-house. The design team draws inspiration from various sources, including:

• Street style
• Runway fashion
• Current fashion trends
• Customer feedback
• Fabrications and material development
• Colour palettes
• Prints
• Silhouette development

The company describes its approach as customer-led, meaning feedback from retailers and their end consumers is a critical input in the design process.[1] This is particularly significant for a wholesale brand; rather than designing exclusively around artistic expression or seasonal runway concepts, Style State considers whether a garment will be commercially viable for a retailer’s clientele. This results in a hybrid philosophy combining trend responsiveness, commercial wearability, and attention to fit.

Fit is a central component of Style State’s positioning. According to the company, every style undergoes fitting with fit models. Measurements and construction are assessed, adjustments are communicated to pattern makers, and garments may be resampled before receiving manufacturing approval.[1]

The production process follows a structured path:

Design → fabric sourcing → fitting → pattern development → production → quality control

This workflow represents an effort to reconcile fast-fashion speed with rigorous quality control. The company explicitly aims to provide quality within the fast-fashion segment, arguing that these concepts can coexist through disciplined production and design processes.[1]

Style State’s wholesale assortment covers a broad women’s wardrobe. The online catalogue includes:

• Dresses
• Tops
• Bottoms
• Sets
• Denim
• Elevated basics
• Occasionwear
• Knitwear

Collections are organised around seasonal and thematic drops.[1]

Dresses

Dresses are fundamental to the brand’s identity, aligning with its specialisation in feminine day-to-night dressing and dressier silhouettes. The assortment ranges from casual day dresses to elaborate occasion-oriented pieces.[1]

Tops and separates

Tops, bottoms, and coordinated sets extend the brand’s offering beyond dresses, allowing retailers to construct complete outfits using Style State pieces.

Occasionwear

Occasionwear serves as a natural extension of the brand’s feminine aesthetic, catering to customers seeking statement silhouettes, refined fabrics, and dressed-up looks.

Knitwear and elevated basics

The inclusion of knitwear and elevated everyday pieces ensures the brand remains relevant outside purely occasion-focused dressing.[1]

Style State serves two distinct customer groups.

The wholesale customer

The direct commercial customer is the fashion retailer. Style State supplies physical boutiques, online fashion stores, independent retailers, and international fashion businesses. The company states it supplies thousands of stockists in Australia and internationally.[2]

The end consumer

The indirect customer is the woman who ultimately purchases and wears the clothing. Style State targets a relatively broad age range rather than focusing exclusively on teenagers or very young consumers. Retailer feedback indicates the designs are suitable for a wide demographic. Consequently, the ideal customer is defined more by fashion attitude and lifestyle than by a narrow age bracket: someone seeking current, feminine clothing appropriate for everyday wear, social occasions, and polished settings.[1]

Style State is fundamentally a wholesale fashion business. Its stated purpose is to support retailers by supplying commercially viable clothing at accessible price points.[1]

No traditional minimum order

The company states it has no minimum order restriction, although products must be purchased according to applicable pack requirements.[1]

Pack purchasing

Styles are generally supplied in predetermined packs rather than as individual units. The standard pack contains seven pieces, while selected styles use different configurations. Knitwear uses a six-piece pack, and Winnie & Co. bags use a two-piece pack.[1]

Frequent new arrivals

Style State promotes weekly new arrivals, typically released on Mondays. The website also advertises same-day dispatch for orders meeting specific conditions. This rapid product cadence aligns with its position within contemporary and fast fashion.[1]

Although Style State is an Australian-designed brand, its business extends globally through its wholesale platform and physical showrooms.[1][3]

Principal Australian showroom locations include:

• Melbourne: Collingwood
• Sydney: Surry Hills

The Sydney showroom opened in 2017 following the launch of Style State.[1]

Additionally, the company operates an Asia-focused online presence through Style State Asia, extending its wholesale offering into the Asian market.[3]

Style State forms part of the larger Amber Glow group, which operates three principal labels:[1]

1. Style State — the signature feminine fashion label.
2. Ajoy — the heritage label focused on sophisticated wardrobe essentials and corporate/everyday dressing.
3. Winnie & Co. — originally a youthful womenswear sister label, relaunched in 2025 as a bag/accessories brand.

This structure allows the company to address different customer segments without forcing every product into a single aesthetic.

Style State sits between commercial trend fashion and feminine boutique dressing, while Ajoy provides a timeless wardrobe proposition and Winnie & Co. adds accessories.[1]

The brand’s history is closely tied to its founding family. Founder and CEO Lisa Liang began the original business in 1989. Her daughter Winnie later joined the leadership team and, according to company history, took over business operations in 2017 with Lisa’s support.[1] This evolution makes Style State an example of a fashion business that grew from a small family-operated market stall into an international wholesale operation.

Style State utilises multiple channels, including:

• Australian wholesale showrooms
• International wholesale distribution
• Online wholesale ordering
• E-commerce infrastructure
• Social-media marketing
• Seasonal campaigns and collections

Digital strategy is particularly important as the wholesale customer base includes online boutiques alongside traditional physical stores.[2] The website features categories such as New, Shop, Collections, Campaigns, Sale, and Blog, functioning as an active wholesale commerce platform rather than solely a corporate site.[1]

On a simplified fashion spectrum, Style State sits closer to the contemporary and fast-fashion side but differentiates itself through:

• Australian design
• In-house design
• Fit testing
• Quality control
• Refined silhouettes
• Boutique-oriented product development
• Frequent newness
• Wholesale customer service

Its competitive proposition is not based on being the cheapest option, but rather on providing current fashion that retailers can purchase quickly, sell commercially, and present as quality boutique clothing. This positioning aligns with the company’s emphasis on combining trend responsiveness with quality and fit.[1]

A central theme in the corporate narrative is supporting the retailer rather than simply manufacturing garments. The company views the success and growth of its stockists as a key measure of its own performance.[1]

This results in a B2B philosophy summarised as:

Understand the retailer → understand their customer → identify trends → develop commercially viable products → maintain fit and quality → deliver quickly.

This cycle forms the core of the Style State business model.

Customer feedback highlighted on the company website emphasises:

• Clothing quality
• On-trend designs
• Fit
• Fast shipping
• Customer service
• Ease of working with the wholesale team

These factors are critical for wholesale suppliers, as retailer decisions depend on delivery reliability, communication, and sell-through potential as much as the garment itself.[1]

LinkedIn describes the business as having more than 30 years of wholesale experience and serving thousands of stockists in Australia and internationally.[2]

A U.S. trademark filing for STYLE STATE associated with Amber Glow Pty Ltd was recorded in December 2023. Third-party databases indicate this application was abandoned in February 2025 due to failure to respond. This is a procedural trademark detail and does not indicate that the Style State brand ceased operations; the official website remains active.

1. Style State About Us | Style State
2. Style State / Winnie & Co Fashion Wholesale | LinkedIn
3. Clothing Suppliers Asia | Fashion Asia | Style State Asia