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Few online fashion brands have captured the attention of Gen Z shoppers quite like Princess Polly. What started as a small boutique on Australia’s Gold Coast has grown into a global fashion name that’s now opening physical stores across the US, backed by a loyal social media following and a fast-moving product drop cycle. Here’s a full breakdown of what Princess Polly offers, how it performs, and whether it’s worth shopping.
What Is Princess Polly?
Princess Polly is an Australian women’s fashion brand that began in 2005 as a brick-and-mortar boutique on Australia’s Gold Coast, launched by founders Wez and Eirin Bryett. In 2010, the pair noticed their online sales were overtaking their physical store sales and made the pivotal decision to go fully digital, building an e-commerce brand around a constantly refreshed product line, influencer marketing, and a strong social media presence. That bet paid off: Princess Polly’s US website went live in April 2019, and the brand has since grown into a global operation with headquarters in both West Hollywood, California and Burleigh Heads, Queensland, employing more than 300 people across both offices.
In 2018, the Bryetts sold a majority interest in Princess Polly to private equity firm Summit Partners to help fuel expansion into the US market, and the brand became the founding asset of what is now a.k.a. Brands Holding Corp., a publicly traded portfolio of digital fashion brands that also includes Petal & Pup, Rebdolls, Culture Kings, and mnml. The brand targets young women roughly between the ages of 15 and 25, built around the idea of trend-driven, social-first fashion that customers can wear this weekend, a theme the company has used as a brand tagline.
What Makes Princess Polly Different?
- Social-first brand strategy — Princess Polly built its identity through Instagram, TikTok, and influencer partnerships rather than traditional advertising, and sees itself as living within Gen Z culture
- Fast product drops — the brand regularly releases new styles, keeping its catalog constantly refreshed with trend-driven pieces
- Growing physical retail presence — after years as a primarily online brand, Princess Polly has been opening stores across the US, including its first at Westfield Century City in Los Angeles and a location in SoHo, New York, with additional stores planned for West Coast and East Coast markets
- Certified B Corporation status — Princess Polly became a Certified B Corporation in 2025, reflecting independently assessed standards for social and environmental performance
- Defined sustainability focus — the company organizes its impact work around four key areas: ethical sourcing, sustainable products, protecting the planet, and equality and community
- Earth Club Edit — the brand launched a dedicated collection made with lower-impact materials, such as organically grown cotton and recycled polyurethane, as one visible example of its sustainability efforts
What Does Princess Polly Sell?
Dresses
The brand’s best-known category, spanning mini dresses, going-out styles, and casual options designed around current trends.
Tops & Bottoms
A broad selection of tops, jeans, skirts, and shorts designed to mix and match across the brand’s trend-driven collections.
Matching Sets
Coordinated sets that have become a major part of Gen Z fashion, offering ready-made outfits in rotating colors and prints.
Swimwear & Activewear
Swim and everyday activewear collections that expand the brand beyond going-out and casual clothing.
Shoes & Accessories
Footwear, jewelry, bags, and other accessories designed to complete a full Princess Polly look.
Princess Polly Curve
An extended-size line offering the brand’s styles in a broader size range, supporting its stated commitment to diversity and inclusion.
Is Princess Polly Good Quality?
Princess Polly sits firmly in the trend-driven, affordable segment of fashion, built to deliver current styles at accessible prices rather than heirloom-quality investment pieces. Customer feedback generally centers on strong style variety, fast shipping, and customer service, while expectations around fabric quality and longevity are best set in line with the price point, similar to other fast-moving, trend-focused brands.
It’s worth noting that because Princess Polly operates a rapid product-drop model, quality can vary somewhat between individual styles and fabrics, so checking size charts, fabric details, and customer reviews for the specific piece you’re considering is a sensible step, especially for fitted dresses or items intended for a specific event.
Princess Polly’s US Expansion
Princess Polly’s growth in the US has been one of its biggest success stories. After launching its dedicated US site in 2019, the brand moved into physical retail, opening a roughly 3,370-square-foot store at Westfield Century City in Los Angeles, followed by additional stores planned in cities like Scottsdale, Santa Clara, San Diego, and Boston, and later a SoHo, New York location. This shift from a purely digital brand to an omnichannel one reflects a broader trend among successful online fashion labels investing in physical spaces to build brand loyalty and give shoppers a chance to see and try on pieces in person.
How Does Princess Polly Compare to Other Gen Z Fashion Brands?
| Feature | Princess Polly | Typical Gen Z Fast-Fashion Brand |
|---|---|---|
| Founded | 2005 (online since 2010), Gold Coast, Australia | Varies |
| HQ | West Hollywood, CA and Burleigh Heads, QLD | Varies |
| Parent company | a.k.a. Brands Holding Corp. | Varies |
| Target audience | Women ~15-25 | Varies |
| Certification | Certified B Corporation (2025) | Rare |
| US physical stores | Yes, expanding (LA, SoHo NYC, and more planned) | Varies, often online-only |
Tips for Shopping Princess Polly
- Check the size guide and fabric details for each style, since fit and materials can vary across fast-moving trend drops
- Sign up for new-arrival alerts if you want first access to drops, since popular styles can sell out
- Explore the Curve collection if you want extended sizing across the brand’s trend styles
- Visit a physical store if one is near you, since the brand has been expanding its US retail presence
- Look at the Earth Club Edit if sustainable materials factor into your purchasing decisions
Final Verdict: Is Princess Polly Worth Shopping?
Princess Polly has earned its place as one of the most recognizable names in Gen Z fashion by building a genuinely social-first brand that moves quickly with trends while continuing to grow its US footprint and sustainability credentials, including its 2025 Certified B Corporation status. It’s best suited to shoppers who want current, affordable pieces for going out and everyday wear rather than long-term investment basics. For trend-focused shoppers, especially those looking for dresses and matching sets, Princess Polly is well worth exploring.
Frequently Asked Questions
Who founded Princess Polly? Princess Polly was founded by Wez and Eirin Bryett, who launched it as a boutique on Australia’s Gold Coast in 2005 before moving fully online in 2010.
Is Princess Polly an Australian or American brand? Princess Polly was founded in Australia, and today operates with headquarters in both West Hollywood, California and Burleigh Heads, Queensland.
Who owns Princess Polly? Princess Polly is part of a.k.a. Brands Holding Corp., a portfolio of digital fashion brands that acquired the company in 2018 with backing from Summit Partners.
Does Princess Polly have physical stores? Yes, Princess Polly has opened physical stores in the US, including at Westfield Century City in Los Angeles and in SoHo, New York, with additional locations planned.
Is Princess Polly a B Corp? Yes, Princess Polly became a Certified B Corporation in 2025, reflecting independently verified social and environmental standards.
Who is Princess Polly’s target audience? Princess Polly primarily targets young women between roughly 15 and 25 years old, focusing on trend-driven, affordable fashion.
