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Country Road has announced a partnership 12 months in the making, pivoting from sports to cultural diversity and community. 

The Darwin Aboriginal Art Fair Foundation (DAAFF) has revealed the shortlist of nominees for this year's inaugural National Indigenous Fashion Awards (NIFA).

Country Road will participate as the presenting partner for the Fashion Design Award Category – a collaboration between the brand and The Darwin Aboriginal Art Fair (DAAF) twelve months in the making.

The event is scheduled to broadcast live digitally via NITV on Wednesday, 5 August.

The NIFA aims to recognise and celebrate the innovation, diversity and ethical practices of Aboriginal and Torres Strait Islander artists and fashion designers.

Country Road MD Elle Roseby said the partnership with DAAFF reflects the iconic Australian brand’s desire to create platforms for diverse voices within the fashion industry.

“It is our great privilege to support the NIFA Fashion Design Award as a presenting partner.

"As a brand, we feel a deep connection to the land, a pride in our heritage, and a strong desire to create products authentically and responsibly.

"We feel these values are exemplified by this partnership with DAAFF and we strive to support a future that includes more representation from Indigenous Australian talent.

“Our previous partnerships have been connected to the sporting industry, but upon reflection, we felt it was a better use of the brand’s reach to better connect with and support our local community and culture instead.

"We feel honoured to participate in a platform that creates global visibility for Aboriginal and Torres Strait Islander creatives in the fashion sector.”

While acknowledging there is more work to be done within the space of diversification, Country Road has consciously featured a range of talent in recent campaigns, including Billie-Jean Hamlet.

In addition, Country Road women's and children's head of design Maria Rinaldi-Cant has been invited to participate as a member of the NIFA judging panel.

She joins representatives from the Indigenous arts sector, and the textiles and fashion industry including Yatu Widders Hunt; Ursula Raymond; and Leila Naja Hibri.

Rinaldi-Cant said she relishes this opportunity to help nurture emerging local talent.

“I was overwhelmed by the calibre of entries – to see the diversity in design and creations with a personal connection to heritage and country was a true inspiration.

"To be included as a judge and provide industry mentoring to the category winner with a focus on sustainable growth is an honour and professional highlight.”

The NIFA provides an opportunity for both Indigenous and non-Indigenous people to celebrate our First Nations Peoples through fashion and textiles on a global platform.

The winner of The Fashion Award Category will receive a one-year mentorship with Country Road, providing a holistic understanding of the industry.

They will develop a collection by working alongside the brand’s product design, quality control, legal, marketing to retail operations teams.

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