Gracie Hayden, the model daughter of cricket great Matt Hayden, fronts White Label Noba’s new collection

Gracie Hayden, the 19-year-old model daughter of Queensland cricket great Matt Hayden, has fronted the new campaign from a leading Brisbane fashion label.

Leading Brisbane fashion label White Label Noba has unveiled a hopeful new collection fronted by the model daughter of cricket great Matt Hayden.

Gracie Hayden, 19, who is represented by Chic Brisbane, modelled the key looks from the label’s Una Bella Vita campaign, celebrating a beautiful life, which designer Tracey Watkins created in ode to a new appreciation for not taking life for granted in the post-Covid world.

Gracie Hayden modelling a look from White Label Noba’s Una Bella Vita campaign. Picture: Supplied

“It was the whole concept of we are so lucky to be living this life,” she said.

“Pre and post Covid is a very different world, especially as a small boutique owner.”

White Label Noba was among the many small businesses that was forced to change directions during the pandemic, with sourcing product as well as mass production no longer financially viable.

Watkins reworked the colours in a vintage print for the new collection and focused on the brand’s retail space.

“I like to design fashion around what I like to wear and what is comfortable,” she said.

Gracie Hayden modelling a look from White Label Noba’s Una Bella Vita campaign. Picture: Supplied

“White Label Noba is a luxe lifestyle brand and it doesn’t discriminate. The pieces can be worn by someone in their 20s and grannies – that’s the joy of my business.”

She has been buoyed by the loyal local customer base, many of whom attended the Wednesday launch, including Kendall Gilding, Naomi Price, and Amy and Emma Sheppard, as well as royal Zara Tindall, who sent her approval of the collection from the UK.

“I got a message from Zara’s aid this morning saying she loved the collection,” Watkins said.

“We’ve had so much support, it’s amazing, being embraced by those people has really grown our brand.”