Quay Australia is a Melbourne fashion sunglasses brand that used Kylie Jenner collaborations to pioneer Australian DTC cross-border expansion into the US market.
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See all ads on AdLibrary →Quay Australia was founded in Melbourne in 2004 and built a strong domestic fashion eyewear following before pivoting to aggressive US expansion. The brand's partnership with Kylie Jenner in 2016–2018 generated significant awareness and retail placement in the US. Quay sells DTC at quayaustralia.com and through major US retailers and department stores. It is one of Australia's most successful cross-border DTC fashion eyewear stories. Also searched as Quay.
Quay's advertising leverages celebrity and influencer collaborations as hero content, supported by a constant stream of UGC from its large Instagram community. The Kylie Jenner collaboration model—limited edition co-designed styles, amplified by her then-130M+ following—demonstrated that Australian fashion brands could compete globally with the right talent partnerships. See current ad creatives at AdLibrary.
Instagram is the primary channel, with influencer lifestyle content, collaboration announcements, and UGC carousel ads driving both discovery and conversion. Facebook carries heavier direct-response spend with product-catalogue ads and seasonal promotions. The brand's US scale means Meta campaigns run across both AU and US audiences with localised creative variations.
Copy is fashion-forward and trend-aware, with seasonal style angle ('Summer's calling'), collaboration-urgency ('Limited collab—shop before it's gone'), and affordable-luxury positioning ('Fashion sunglasses from $45'). The Australian origin story is used as a freshness differentiator in the US market. Free shipping and returns reduce purchase friction for cross-border buyers.
Quay's US expansion is a playbook for Australian fashion brands seeking cross-border growth: identify one mega-influencer or celebrity whose audience exactly matches your target demographic, co-design a product that feels authentic to both parties, and use the collaboration to earn retail placement that becomes self-sustaining. The Kylie Jenner partnership was executed at exactly the right moment in influencer marketing's maturity curve.
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