Auralee is the brainchild of designer and Bunka Fashion College graduate, Ryota Iwai, and has quickly become one of the industry's most coveted Japanese brands. Auralee means “The Lands That Lights Up”, and it's a name that Ryota thought to be not too dramatic or meaningful, just in harmony with the brand’s balance of sophistication and modernity.
While seasonal trends come and go, with micro trends now thrown into the mix, Auralee womenswear continues to set the standard of elevated basics. Conveying a relaxed simplicity, the soft knitted cardigans, timeless shirts, and everyday basics form the basis of the perfect capsule wardrobe. By utilising the best high-quality raw materials and yarns while partnering with the most innovative and respected factories in the world, the brand delivers uncompromised quality.
The brand’s love and understanding of textile design is always present, with neutral palettes, product versatility, and consumption awareness being top priorities. If quite luxury and tailored womenswear staples are on your wish list, we’re confident you’ll find what you’re looking for with Auralee womenswear here at END.