Nagnata is an Australian luxury activewear brand blending organic cotton knitwear with technical sportswear, emphasizing sustainability, movement, and directional studio-to-street style.
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See all ads on AdLibrary →Nagnata is a Byron Bay sustainable activewear brand founded in 2017 by sisters Laura May Gibbs and Hannah Gibbs. Using superfine Australian merino and recycled fibres with a zero-waste fully-fashioned knitting technique, Nagnata is positioned at the intersection of fashion and functional movement, with a Woolmark partnership and a Sydney flagship store in Paddington.
Nagnata's advertising strategy is prestige-first: editorial press placement, Woolmark certification, and movement-art photography position the brand as a luxury activewear alternative to synthetic fast-fashion competitors. Paid social targets yoga and pilates communities who value natural fibres and ethical production. See their creative at Ad Library.
Instagram is the primary brand channel, with campaign imagery that blurs the line between fashion editorial and activewear — dance, movement, studio photography in natural light. This aesthetic elevates Nagnata above typical sportswear ads. Paid social targets health-conscious women aged 28–45 interested in yoga, pilates, and sustainable fashion.
Copy themes centre on materiality ('superfine merino'), sustainability ('zero yarn waste', 'responsible wool sourcing'), and movement ('designed for yoga, dance, cardio and studio-to-street'). The studio-to-street positioning is central — Nagnata is sold as activewear you can wear as fashion, increasing perceived value and justifying premium pricing.
Nagnata demonstrates how material provenance and production ethics can anchor a premium pricing strategy in activewear. By partnering with Woolmark and pursuing editorial press, they build credibility in a segment where health and environmental credentials are genuine purchase drivers. The studio-to-street positioning also expands the use occasion beyond the gym, increasing wear frequency and perceived value per item.
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