Australian Fashion Council Launches Campaign “Down Under In Front” From Creative Agency Fabric

Australian Fashion Council Launches Campaign “Down Under In Front” From Creative Agency Fabric

The Australian Fashion Council (AFC) is championing Australian fashion brands in a new campaign from Fabric.

The campaign, “Down Under In Front”, articulates what people love about Australian fashion; its effortless style, raw nature, boundless optimism and fearless innovation.

https://vimeo.com/757382514

It creatively perpetuates the essence of Australian fashion in a series of stills and motion, and plays on the concept that while “Down Under” is often projected as being on the “other side” of the world, upside down or even a season behind, Australia is in fact in front.

The campaign features designs from Romance Was Born, Dinosaur Designs, Carl Kapp, Alix Higgins, bassike, Jordan Dalah, MNDATORY, Bianca Spender and Nobody Denim, the focus is on stamping Australian Fashion’s rightful place on the global stage.

Fabric creative partner, Keenan Motto, said: “We are honoured to be partnering with the Australian Fashion Council on this initiative to support our homegrown brands in staking a greater share of the international fashion and textile industry.”

The campaign showcases the Australian Fashion Trade Mark, a government funded initiative revealed in May this year at Afterpay Australian Fashion Week.

The Australian Fashion represents a unique vision and progressive values to customers at home and around the world, helping them discover, explore and buy Australian fashion.

The campaign will have a digital first approach supported by presenting partner Vicinity Centres through retail OOH, social, digital display and partnerships.

CEO of AFC, Leila Naja Hibri, said: “No other country in the world has attempted to brand and market its national fashion identity before. 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.”




Please login with linkedin to comment

australian fashion council

Latest News

Image lead story Samsung Ads’ “Behind The Screens” Event: Showcasing Market Leadership In Connected TV
  • Partner Content

Samsung Ads’ “Behind The Screens” Event: Showcasing Market Leadership In Connected TV

On a crisp afternoon at Hinchcliff House in Sydney, Samsung Ads hosted its “Behind The Screens” industry event, inviting key decision-makers from the media and advertising sectors to discuss how TV plays a role in their screens approach. The event focused on how the rise of streaming and technology is influencing viewing behaviours. Throughout the […]

Partner Content

by B&T Magazine

B&T Magazine
UM Hires Former Carat Client Partnerships Head To Lead Optus Account
  • Advertising

UM Hires Former Carat Client Partnerships Head To Lead Optus Account

Matt Evans has joined the IPG Mediabrands agency UM as managing partner of its Optus account. Based in Sydney, he is responsible for evolving UM’s strategic media approach for Optus, working closely with its account team to “deliver and create market leading value, innovation and opportunity geared for sustainable growth”. Evans begins his new role […]

Roy Morgan: Written News Reaches 97% Of Aussies
  • Media

Roy Morgan: Written News Reaches 97% Of Aussies

Written news reaches 21.5 million Australians over 14 years of age every month, equivalent to 97 per cent of the population according to Total News Publishing data from ThinkNewsBrands and Roy Morgan. The data also shows readers across all demographics are actively leaning into news, with 67 million interactions per week. Australian news readers are […]

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]