Draft:White Fox

White Fox Boutique is a fashion brand based in Sydney, Australia. Founded by married couple Georgia Moore and Daniel Contos, White Fox started out as an eBay clothing vendor in 2013. Their products, especially their oversized hoodies, became popular with teenage girls in the 2020s, with the brand hiring numerous influencers to promote them. Social media promotion is central to White Fox.

History
White Fox Boutique was established by married couple Georgia Moore and Daniel Contos in 2013. They started out selling clothes on eBay. When she could not sell a dress, Moore shared a photo of Kim Kardashian wearing the same item and soon found a buyer. This led Moore to realize the value of celebrity endorsements, especially on social media. Running White Fox out of Moore's family home in Sydney, they got two influencers, Shani Grimmond and Sarah Stevenson's Sarah's Day, to promote their products on Instagram.

Social media is central to White Fox's brand presence. Celebrities such as the Kardashians and Cardi B and models such as Sofia Richie and Hailey Bieber have worn their products in photos, giving them a U.S. fanbase as big as their Australian one. In late 2019, White Fox launched an American website. In addition to their showroom in Sydney, they opened one in Los Angeles.

In 2023 and 2024, White Fox partnered with teenageoriented influencers such as Alix Earle and the Walker twins to promote the brand, particularly their hoodies, to tween and teenage girls. This has involved sending free "influencer boxes" for reviews and payments of $1,0005,000. It has a high focus on TikTok. Dash Hudson, a social media management company, said that it posted 36 TikToks a week; fashion brands post four times a week on average. The Wall Street Journal wrote in 2024, "From Sephora aisles to middle-school hallways, packs of tweens wearing White Fox sweatsuits have become a common sight."