Australian fashion brand Bettina Liano has opened its first international boutique in the Big Apple.

The New York feature boutique, which is located in the trendy Soho, is part of the company’s global strategy to become an international brand with trends and styles.

“With the retail world getting smaller due to online shopping being in more demand, the strategy comes with replacing some Australian boutiques, with new boutiques in North America with at least one more to open by the end of this year,” the company said in a statement.

“A new website will be launched soon to create a stronger online presence to push the global market.”

To coincide with the launch, designer has partnered with Los Angeles based celebrity photographer, Robert Erdmann and Australian ‘It Girl’, Sophie ‘Hirschy’ Hirschfelder, who is the current the face of the Autumn/Winter 12 Balenciaga campaign, to create a fashion film clip.