As part of Melbourne Fashion Week, the Australian Fashion Council (AFC) launched its world-first Australian Fashion campaign,
The aspirational campaign, “Down Under In Front,” articulates what people love about Australian fashion.
It is effortless style, raw nature, boundless optimism and fearless innovation. It creatively perpetuates the essence of Australian fashion in a series of stills and motion but 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.
Alongside the campaign, the first select cohort of certified Australian Fashion brands was announced, including renowned national fashion houses Aje, bassike, Bianca Spender, Nobody Denim, and Romance Was Born, alongside other heritage and lifestyle labels.
CEO, Leila Naja Hibri said, “Australia is one of the first to wake up and celebrate the New Year ahead of the rest of the world.
“We host the first tennis Grand Slam and the first Grand Prix of each year. Our seasons are one of the first to start, not the other way around.”
The campaign showcases the Australian Fashion Trade Mark; a government-funded initiative revealed in May this year at Afterpay Australian Fashion Week.
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,”
The founders of the first label to be accredited, Deborah Sams and Mary Lou Ryan from bassike, said: “Consumers worldwide are seeking more of our key values in the brands they choose to wear integrity, sustainability and responsible business.
“This trade mark and campaign puts us front and centre, with authentic design and progressive values that prioritise people and planet together with prosperity.”
Please login with linkedin to commentaustralian fashion council
Nick Kyrgios is set to join a free-to-access OnlyFans page as a way to interact with the public. Kyrgios said that his OnlyFans page will feature tennis tips and gaming as the injured player wants to show “all different sides” of himself. OnlyFans, of course, is best known as the site used for adult stars […]
Sam Cousins, The Media Store’s chief strategy officer, has led a varied life, to say the least. From being a swimming teacher and a lifeguard to working at dentsu X and iProspect before joining The Media Store earlier this year, Cousins has had one helluva journey. “Before I fell into media, I worked various jobs; […]
Spotify’s chief financial officer, Paul Vogel, has announced that he will be parting ways with the streaming giant on 31 March next year. Ben Kung, VP of financial planning and analysis, will “take on expanded responsibilities” to support the company’s realignment of its financial leadership team, Spotify said. Vogel’s departure follows Spotify’s announcement four days […]
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
News Corp Australia has released a special one-off Taylor Swift magazine in time for Christmas and her Australian tour kicking off in February 2024. The 100-page gloss publication, produced by the in-house content marketing agency Suddenly, is a celebration of Taylor Swift’s songs, career and life. It has everything people need to know about The […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
wildbean cafe has launched a major new brand platform across Australia and New Zealand via Ogilvy, in a bid to re-engage Kiwis and introduce Aussies to its great selection of barista-made coffee and food. Spearheaded by a major trans-Tasman campaign using the tagline ‘Drives you Cravey’, it is the first-ever through-the-line brand activity for wildbean […]
UnLtd, the social impact organisation of the media, marketing and advertising sector has announced key personnel changes as the organisation plans for its next chapter of growth and innovation in support of at-risk young people. Chris Freel (lead image), CEO of UnLtd, will be leaving the organisation in February 2024, having led UnLtd since 2017. […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first time, Adidas, AXA Asia, Burger King, FWD Insurance, PepsiCo, Suntory and […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]