An Australian “It” Label Opens Its Doors in New York

For any brand, conquering New York is a massive milestone—and it’s one that the Australian design studio St. Agni gets to celebrate this summer. The city “has always held a kind of mythic energy for me,” cofounder Lara Fells tells ELLE. She first visited at 23, right before she launched her label. “Coming from Tasmania, it felt like stepping into another universe—one defined by possibility, pace, and a certain creative electricity. That feeling has stayed with me ever since.”

From now until July 6, St. Agni will take over a storefront on Greene Street in Soho, marking the brand’s first expansion into the U.S. market. Finding the space felt like a moment of serendipity—Fells was able to secure it mere weeks before last night’s opening. The moment she laid eyes on it, she was entranced by its quintessentially downtown New York appeal.

Beverly Nguyen and Ella Emhoff at the opening cocktail.

Inside the St. Agni boutique.

The storefront was crafted by French interior designer Louis Rambert with a minimal, chic aesthetic in mind. “The steps, the grand entrance, the exposed brick—it has that raw, authentic charm. We worked with [Rambert] to keep the interior aligned with that energy, almost like a refined NYC apartment. It felt important to honor the city, not override it,” says Fells. The space will also play host to NYC-based painters Anna and Maria Ritsch and feature jewelry designs from Agmes and Belén Kröl.

To kick things off, St. Agni celebrated with a cocktail attended by many of New York City’s downtown It girls, including Ella Emhoff, Laura Reilly, Marjon Carlos, Beverly Nguyen and more. From the relaxed DJ setup on the couch to the minimalist shelves filled with heeled strappy sandals and sleek bags, the scene felt straight out of an early episode of Sex and the City. Adds Fells, “Everyone is asking if we will be here for good, so let’s see!”