Established in 2019 by Alanna Camilleri, SELFE is a ready-to-wear womenswear label grounded in conscious design and thoughtful simplicity. Born from a desire to create clothing that feels as good as it looks, SELFE centres on elevated essentials that support confidence through ease, comfort, and refinement.

Inspired by the rhythms of modern life and motherhood, each collection is designed to move with the wearer — offering timeless silhouettes, sculpted fits, and a sense of quiet luxury. With a focus on sustainability and versatility, SELFE builds wardrobes that are enduring, considered, and deeply personal.

“As a mum of two and the founder of a small business, my days are full and ever-changing. I found myself drawn to pieces that were effortless yet refined — clothing that made me feel more like myself. That’s the heart of SELFE: garments that offer comfort without compromise, confidence without effort.”
— Alanna Camilleri, Founder

Every SELFE piece is crafted to be worn, loved, and returned to — again and again. Whether you're navigating work, motherhood, or everything in between, SELFE creates clothing that evolves with you, designed to be styled seamlessly across seasons and collections.