Pip Edwards steps back from Ksubi after Bondi Beach attack to focus on wellbeing

Australian fashion designer Pip Edwards has reportedly stepped back from her role as creative director at cult streetwear label Ksubi in the aftermath of the Bondi Beach terror attack, according to The Sunday Telegraph. The move, described by sources close to Edwards as a pause to prioritise wellbeing, comes after she endured a harrowing experience while at Bondi during a Chanukah by the Sea celebration last weekend. Edwards, who has spent years shaping labels in the Australian fashion scene, had only recently returned to Ksubi in September 2024, a move she described at the time as a full-circle moment.

The deadly attack unfolded on Sunday afternoon when two heavily armed men opened fire on crowds gathered for Hanukkah celebrations near Bondi Beach. The violence, described by witnesses as chaotic and brutal, left at least 15 people dead and dozens more injured. The gunmen, identified in reports as Naveed Akram and his father Sajid Akram, stood on a pedestrian footbridge and fired into the throngs of locals, tourists and families enjoying a summer afternoon. The assault spanned roughly 15 minutes and ended when authorities intervened and the gunmen were neutralized.

Edwards has publicly described the moment she and her girlfriend, Jess, realized danger was imminent. In a lengthy Instagram post on Monday, she recalled walking away from the beach when the shooting began, with the gunfire erupting just metres behind them as they headed toward the Bondi grass area where the event had been taking place. She said they ducked behind two parked vans as the shots continued, with one gunman circling nearby. Her account described the scene as terrifying, noting that the ordeal lasted about 15 minutes and that they were forced to remain hidden, unable to breathe freely as the danger persisted.

The designer’s firsthand account painted the attack as a surreal and terrifying day, one she described as “crazy, wild, and unnecessarily brutal” and said it unfolded “among innocent people enjoying a glorious Bondi summer’s day.” Friends and colleagues have since characterized Edwards as deeply shaken by the events, emphasizing that she is prioritising her recovery and wellbeing in the aftermath.

The incident has reverberated across the Australian fashion and entertainment communities, where Edwards has been a prominent figure for years. Edwards previously built her fashion profile through P.E. Nation and later returned to Ksubi, a label with which she has long-standing ties. She shares her teenage son Justice with Ksubi co-founder Dan Single, a factor that sources say has also influenced how she is processing the trauma and reassessing her professional commitments.

While the full implications for her day-to-day involvement with Ksubi remain to be seen, people close to Edwards indicate that stepping back from duties at the label is a temporary measure aimed at her healing. The Sunday Telegraph reported that the decision reflects a broader reassessment of priorities in the wake of the attack, with Edwards focusing on personal wellbeing and recovery in the coming weeks.

Beyond her immediate future at Ksubi, the Bondi Beach attack has prompted a renewed conversation about safety at public events and the ongoing impact of traumatic incidents on creative professionals. Edwards’ decision to pause work underscores a broader pattern among public figures who navigate mental health and wellness in the wake of life-altering events, balancing public visibility with private recuperation.

As investigators continue to piece together the timeline of the attack and its motives, Edwards’ experience serves as a human reminder of the indiscriminate nature of mass violence and its ripple effects across communities. For now, the fashion designer’s focus remains on personal recovery, with industry observers noting that her long-term contributions to Ksubi and P.E. Nation will continue to influence Australian streetwear in the years ahead.