Elevated Neutrals, Effortlessly Done: Meet Nyud
Origins and Founding
Nyud was founded in 2021 in Australia by fashion entrepreneur Sarah Willcocks, who envisioned a brand focused on clean lines, neutral palettes, and effortlessly wearable separates. Inspired by the idea of elevated basics and body-contouring silhouettes, Nyud quickly positioned itself as a label that merges lounge, athleisure, and going-out essentials with a tonal, curated aesthetic.
Ownership and Leadership
Sarah Willcocks leads the brand as founder and creative director. Nyud remains privately owned, with a tight, focused collection model that emphasizes curated drops and rapid sell-throughs driven by social demand and trend forecasting.
Aesthetic and Design Language
Nyud’s aesthetic is built around tonal dressing—think warm beige, mocha, cream, and olive—rendered in sculpting fabrics and sleek, minimal cuts. The brand’s DNA is rooted in simplicity with intention: pieces are made to flatter, layer, and mix seamlessly into a capsule wardrobe. Cropped tanks, bodycon dresses, and ribbed co-ords define the visual identity, all designed to feel elevated without sacrificing comfort.
Notable Pieces
- The Everyday Strapless Top – A bandeau-style piece in stretch ribbed cotton, ideal for layering or wearing solo.
- Sculpt Mini Dress – Body-hugging with clean edges and double lining, made to be dressed up or down.
- Nyud Ribbed Sets – Two-piece co-ords in earthy shades that combine biker shorts or flared pants with cropped tanks or off-shoulder long sleeves.
- One-Shoulder Crop Tops – A brand signature, offering a modern, asymmetrical silhouette that’s endlessly versatile.
- The Lounge Pant – A wide-leg silhouette with a soft drape, balancing coziness with chic minimalism.
Famous Fans
- Molly-Mae Hague
- Georgia Fowler
- Steph Claire Smith
- Australian fashion influencers and stylists across TikTok and Instagram
The Future
Nyud continues to lean into direct-to-consumer drops with limited quantities and style-driven capsules. With a growing presence in the U.S. and Europe via influencer partnerships and e-commerce, the brand plans to expand into seasonal outerwear and tailored basics, while remaining committed to tonal minimalism and feminine silhouettes.
