The Australian Fashion Council (AFC), peak body for the Australian fashion and textile industry, has launched Australian Fashion™, an industry certification world-first trademark.
Aimed at accelerating domestic and global demand for Australian fashion, the trademark's goal is to create a $38 billion industry and an additional 86,000 jobs by 2032.
The initiative was announced on the first day of Afterpay Australian Fashion Week (AAFW).
For brands to become Australian Fashion™ certified, they must meet at least two of the following criteria: demonstrate a contribution to jobs and the local economy, be Australian made, Australian owned, have majority Australian employees, and be Australian tax domiciled.
AFC CEO Leila Naja Hibri (pictured) said the industry-led campaign will promote Australia's unique creativity and progressive values to the world.
“More than a trademark, this is an opportunity to showcase the best of Australia’s fashion talent. For example, when Italian fashion is mentioned, we immediately visualise a distinct brand identity of quality and elegance,” she said.
“In a similar way, we have now identified four key pillars that distinguish Australia’s fashion DNA: effortless style, raw nature, boundless optimism and fearless innovation. This, together with the trademark, will help us clearly articulate the unique creativity and the progressive social and environmental values of Australian fashion on the world’s fashion stage.”
Certified brands must also pledge to a commitment to authentic Australian design to uphold the creative integrity of the industry nation brand, as well as to social and environmental impact commitments that drive the industry forward in transparent, responsible and inclusive practice.
Naja Hibri added: “The Australian Fashion trademark will be a driving force in building the industry’s growth trajectory to deliver substantial economic, social and environmental gains over the next 10 years.
“We can show the world how prioritising people and the planet together with profit can lead to a legacy of thriving prosperity.
“With women’s economic security now front and centre of Australia’s policy agenda, and with women representing more than 77% of our industry’s workforce, the fashion and textiles sector can play a pivotal role in advancing gender equality in our country. This is a cause very close to my heart.”
Brands can apply for the Australian Fashion™ trademark on www.australianfashion.org.
The multi-channel campaign and consumer website will launch here in August, followed by the UK in September 2022 with the objective to align with the UK-Australia Free Trade Agreement.