Our Story

Elena Hartley, Founder and CEO of Aurelia Sun, knows firsthand how deeply sun exposure can affect everyday life in Australia. Through her family’s experiences and her work with skin cancer awareness charities, including local prevention initiatives, she has seen how important education, protection and early action can be. It inspired her to create something with purpose.

Aurelia Sun was born in Melbourne in response to Australia’s intense UV conditions and one of the highest skin cancer rates in the world. Two in three Australians will be diagnosed with skin cancer by age 70. The reality is serious, yet many cases are preventable with the right daily protection.

Many people do not realise that not all fabrics offer equal sun protection. A regular white cotton T-shirt or everyday summer hat may provide very little protection, leaving skin exposed when the sun is strongest. Unable to find high-quality, breathable and elegant UPF 50+ clothing that felt truly feminine, Elena founded Aurelia Sun out of personal need.

Since launching, Elena’s vision has helped thousands of women feel more confident under the sun, with Aurelia Sun pieces designed for life outdoors, from beach days and travel to daily walks and warm-weather living. Aurelia Sun is more than clothing and sun hats, it is a mission to protect skin, empower women and make sun-safe dressing feel effortless. Every Aurelia Sun piece is a step toward a safer, brighter future under the sun.

Certified UPF 50+

Fabrics used in products sold as part of our UPF 50+ range are selected and tested for sun-protective performance in line with the standards stated for those products.

For healthy skin

All of our products are designed with skin health in mind and are tested to block at least 98% of UVA and UVB rays.

Everyday comfort

Our range of UPF 50+ clothing, hats, swimwear and accessories is designed for style and comfort, as well as maximum UPF protection.

The Story Behind Our Name

Aurelia Sun is inspired by ‘Aurelia’, meaning golden, radiant and full of light, paired with ‘Sun’ to reflect life outdoors. Together, our name captures our mission to help women feel protected, confident and effortlessly elegant under the Australian sun.

Our logo is refined, timeless and feminine. The classic lettering reflects elegance and sophistication, while ‘Melbourne’ represents our connection to modern Australian living. Clean, minimal and confident, it symbolises sun-safe style designed for everyday life.

Not all fabrics are created equal

Rigorously tested under the harsh Australian sun, our UPF 50+ accredited fabrics meet the highest standards for sun protection and comply with USA, Australian, and international fabric rating standards: AS/NZS 4399:2020, ASTM D6544-2012, ASTM D6603-2012, AATCC 183-2014.

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Trusted and endorsed by medical experts

Dermatologists and skin-health organisations recommend sun-protective clothing as an important part of a broader sun-safety routine, alongside sunscreen on exposed skin, shade and other protective measures.

Our UPF 50+ collection is designed to make sun-protective clothing comfortable and easy to wear in everyday life.

Pictured: Aurelia Sun Expert Medical Panelist – Dr. Alice Rudd, Dermatologist

 Meet Our Expert Medical Penal

Purpose-led with a positive impact

From day one, Aurelia Sun has aimed to help people make sun-smart choices while building the business with greater transparency and responsibility. We focus on thoughtful product selection, responsible supplier relationships, meaningful partnerships and supporting the people behind the brand.

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