The Upside, a new fashion label by Australian designer Jodhi Meares and inspired by New York, is creating buzz.

Meares, a former swimsuit model, launched her own swimwear and accessories label, Tigerlily, which she sold to Billabong for a reported $8 million in 2007.

Meares launched The Upside because she couldn’t find exercise gear she could wear out and about after yoga.

The company’s first campaign, with Victoria’s Secret model Candice Swanepoel, was shot on a New York rooftop.