búl beginnings.

Founded in 2010 by Virginia Martin, búl has become an identifiable Australian label where thoughtful design embraces quality tailored womenswear in a timeless effortlessness. Through Virginia’s extensive design and production knowledge, alongside international experience working for Proenza Schouler, Cynthia Rowley, Heatherette and Trovata, búl has created a unique and innovative signature style within the industry.


Musing's explore unique lands near and far reflecting búl’s core philosophy of a relaxed and modern interpretation of culture, lifestyle and the natural environment. Collections have journeyed deep into Iceland’s glacial valleys, high above turkey’s Anatolian plains, alongside golden Sri Lankan coastlines and far beyond. Distinctive prints combined with innovative design have become hallmarks of the label and continue to reflect the diversity of the búl customer. Through the use of luxurious natural fabrics and a harmonious connection to colour, quality craftsmanship transcends through textural woollen blends, buttery soft leathers and clean silhouettes of silk, linen and cotton.

an honest vision.

Synonymous with Virginia’s vision of a modern yet timeless aesthetic, búl has built an entire brand experience, from namesake stores to extensive product categories. Since inception, the label has extended into accessories, footwear, eyewear and collaborative collections alongside local artisans. With a relaxed sensibility, signature clean style and honest vision, búl places treasured discovery in every wardrobe and continues to redefine contemporary womenswear.