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.”
