The Australian Fashion Council (AFC) has launched its world-first Australian Fashion campaign, 'Down Under In Front'.
To celebrate the launch, the first lineup of certified Australian Fashion brands were announced including Cue, Aje, Bassike, Bianca Spender, Nobody Denim and Romance Was Born.
AFC CEO Leila Naja Hibri said the aspirational campaign, which features a series of stills and motions, promotes Australia as in front of the world.
“Australia is one of the first to wake up and celebrate the New Year ahead of the rest of the world. We host the first tennis Grand Slam and the first Grand Prix of each year. Our seasons are one of the first to start, not the other way around.”
The campaign showcases the Australian Fashion Trade Mark, a government funded initiative revealed in May this year at Afterpay Australian Fashion Week.
“No other country in the world has attempted to brand and market its national fashion identity before," Naja Hibri said. "Down Under in Front celebrates the joy of our effortless, raw, boundless and fearless creativity and lifestyle. It shows that we are not afraid to break with convention and lead the world in re-imaging the future of fashion."
The founders of the first label to be accredited, Deborah Sams and Mary Lou Ryan from bassike, said they are proud to have their label join a trademark promoting creativity, sustainability and circularity.
"Consumers around the world are seeking more of our key values in the brands they choose to wear – integrity, sustainability and responsible business. This trade mark and campaign puts us front and centre, with authentic design and progressive values that prioritise people and planet together with prosperity.”
The full list of the first certified designers and brands include:
- Aje
- Alix Higgins (pictured - centre left)
- Bassike
- Bianca Spender
- Bondi Born
- Camilla
- Carl Kapp
- Commas
- Cue
- Dinosaur Designs
- Esse Studio
- Ginger & Smart
- Helen Kaminski
- Holly Ryan
- Ihraa Swim
- Iordanes Spyridon Gogos
- Jac + Jack
- KitX
- Kloke
- Liandra Swim
- Maara Collective
- Macgraw
- Manning Cartell
- Matteau
- Michael Lo Sordo
- Mndatory
- Ngali
- Nobody Denim
- Romance Was Born
- State of Escape
- The Upside
- Viktoria & Woods