#AMELIEGIRLS: How Influencers Make Clothing a Club You can't Resist.

Photos Courtesy of @amelieteje

Based in Australia, Nicholson and Teje have built what can only be described as an empire of effortlessly cool, elevated essentials under the label Amelie Teje. It all started with a moment of stealth product placement with Hailey Bieber wearing one of their designs for her own brand, Rhode.

This put Amelie Teje on the map in a way that no traditional marketing campaign could replicate. That one appearance sent chatter through social media, drawing in interest from fashion lovers around the world and catapulting the brand into the spotlight. Since then, the duo has seen rapid success, transforming what began as a side hustle into a seven-figure business in just two years.

Influencer support has continued Amelie Teje’s momentum long after its breakout moment with Hailey Bieber. The brand has become a favorite among content creators who resonate with its refined simplicity and elegance. To celebrate and amplify this growing community, the founders launched the hashtag #ameliegirls to create a digital space where customers and influencers alike can share how they style their pieces. The hashtag has become a visual extension of the brand’s popularity, identity, and an ongoing source of inspiration. This organic user-generated content not only reinforces Amelie Teje’s aesthetic but it also plays a powerful role in sustaining its global appeal through virtual storytelling.

Inspired by the founder’s environment, Amelie Teje draws inspiration from the natural beauty of Australia’s Gold Coast. The landscape, the pace of life, and the women around them all inform the relaxed yet refined aesthetic of their collections. This connection to nature is not only visual but driven by values because the brand prioritizes ethical production and mindful design, aiming to create pieces that are both timeless and kind to the planet. As noted in a Forbes profile, the label merges boho sensibility with minimalist tailoring, reflecting a modern woman who is grounded, stylish, and socially conscious. Whether it's a breezy linen set or a perfectly structured blazer, Amelie Teje has come to embody the new wave of "cool girl" dressing with Aussie soul and a global appeal.

What makes Nicholson and Teje’s journey even more remarkable is how organically it all came together. With no formal fashion training, the two founders relied on intuition, their own sense of style, and an understanding of what their audience craved,  flattering pieces that women could wear from work to the beach to dinner. Operating initially as a side hustle while juggling full-time jobs, they poured evenings and weekends into building the brand, reinvesting every dollar back into the business.

As they told Entrepreneur, their hands-on approach while designing and sourcing to managing their social media allows them to stay agile and authentic. Their authenticity has paid off mainly because the brand’s growth has been almost entirely organic, driven by word of mouth, strong community engagement, and a devoted customer base that resonates with their story. Amelie Teje isn’t just a fashion label, it’s a reflection of two women who bet on their vision, stayed on their feet, and built something meaningful in the process.

Become an #AmelieGirl today by browsing their website and social media for all the summer inspiration you are craving.