Showroom-X has taken its We Wear Australian campaign global, with the support of renowned creative director Ken Leung and Tourism WA.
The extension of the campaign aims to further promote Australian fashion and Western Australia's Kimberley region to the rest of the world.
The We Wear Australian campaign debuted in 2020 as a rallying call to all consumers to invest in Australian designers and brands during the pandemic.
In 2020, the campaign helped drive over $3 million in retail sales amongst participating brands, and the 2021 iteration of the campaign aims to do the same and more.
Showroom-X creative director and co-founder Kelly Atkinsion welcomed the global extension of the campaign.
"Richard and I met Ken after he arrived in Perth with his family for a holiday last year.
"Lucky for us, Ken decided to extend his stay in WA. Taking the We Wear Australian campaign to the rest of the world seemed like the obvious next step.
"There is no hiding the fact that the Australian fashion industry is hurting with many brands and retailers finding themselves with excess stock.
"Through this extension of the We Wear Australian campaign, we are creating a platform for Australian brands to ship directly to the rest of the world and promote our incredible industry globally through a series of breathtakingly powerful images shot in some of the most otherworldly and wild locations on the planet.
"We have been blown away by the generosity of everyone coming together donating their time and energy to bring this campaign to life. It is a true industry collaboration," she said.
The campaign was shot by James Giles, Claire Hart and Justin Griffiths and features local talent including: Naomi Stevens, India Anderson-Prentice, William Kalimba, Angus Minear and from the NT Cindy Rostron.
Locations included Gantheaume Point, Reddell Beach, Cable Beach and Crab Creek on Yawuru Country, Lake Argyle on Miriwoong Country, and Mirima National Park on Miriwoong Country.
Leung added that he was honoured to work on the campaign.
"Returning to Perth after 20 years of living abroad and working for global fashion brands, I’m excited to use my creativity and experience to support Australian labels through my new agency Studio PARÁDISÔ.
"I’m grateful for the opportunity to concept the #WeWearAustralian campaign which captures the freedom and youthful energy of a group of friends as they explore breathtaking West Australian landscapes.
"I’ve curated a collective of exciting WA photographers and filmmakers to capture these joyful, uplifting moments in their own way and share the raw beauty of our state with the world.
"The striking contrast of red pindan cliffs, white sand beaches and vivid turquoise waters around Broome, plus abundance of freshwater and ancient geological textures near Kununurra created the perfect backdrops for this campaign," he said.
Showroom-X states on its website that the global campaign could reach the eyes of 12 million people across the world.
The We Wear Australian campaign also works with clothing charity Thread Together, with participating brands asked to make a tax-deductible financial donation or pledge of product (or both) to Thread Together.
100 brands are taking part in the campaign this year including Ginger & Smart, Cue, Ngali, David Jones, Elk, Camilla, Sportscraft, Outland Denim, Oroton, Aje, Lee Matthews and Bassike.