Showroom X has launched the second #WeWearAustralian campaign, encouraging Aussies to purchase from local brands.
The campaign comes after the success of the debut campaign in 2020, which helped drive over $3 million in retail sales for the participating brands.
It also comes as many Australian businesses and millions of consumers remain in lockdowns across the country.
"In light of recent COVID-19 lockdowns, extended retail closures and the ever-growing financial strain on our incredible local industry, there has never been a more crucial moment to support our Australian makers, manufacturers, visionaries and craftspeople," Showroom-X CEO and Co-Founder Richard Poulson said.
"Following a recent industry round table there was resounding support to bring back the #WeWearAustralian campaign.
"Out of adversity often comes great strength and the Australian fashion industry is creative and resilient, and we are grateful for the collaborative spirit driving this year’s initiative.
"This is our dedication to industry," he said.
In similar fashion to last year, #WeWearAustralian has again partnered with Thread Together to help wardrobe 10,000 people in need.
Participating brands are asked to make a tax-deductible financial donation or pledge of product (or both) to Thread Together, so the movement becomes circular.
That way, Australians who invest in the local participating brands are helping to invest in the community.
"Thread Together is reliant on a robust Australian fashion industry and we are excited to be participating with the 2021 #WeWearAustralian initiative to support Australian designers and encourage consumers to buy from these brands," Thread Together CEO Anthony Chesler said.
"Supporting each other and the community at times like this will ensure that we all get to the other side as a stronger community," he said.
Throughout the month-long campaign, Australian consumers will be encouraged - if they have the ability to purchase right now - to look to the local industry for inspiration, and invest in Australian brands who will be offering special offers throughout the month.
100 brands are taking part in the initiative this year including Ginger & Smart, Cue, Ngali, David Jones, Elk, Camilla, Sportscraft, Outland Denim, Oroton, Aje, Lee Matthews and Bassike.
Australian Fashion Council acting CEO Kellie Hush said the campaign comes at a time when many local brands are finding the current environment challenging.
"The #WeWearAustralian campaign couldn’t come at a more poignant time, a time for the industry to unite in the face of a pandemic and reignite consumer demand to support local.
"It will serve as a reminder of what buying Australian-made represents; supporting sustainable products, ethical practice, revitalising local businesses and securing an economic future for women who represent 77% of the fashion industry workforce," she said.