Australia’s first campaign to promote fashion – Down Under In Front – has been unveiled by the Australian Fashion Council.
AFC describes Down Under In Front as an “aspirational campaign”, highlighting why people admire Australian design, including its “unpretentious elegance, pure rawness, unrestrained optimism, and bold innovation”.
It plays on the idea that despite “Down Under” frequently being projected as being on the “other side” of the world, upside down, or even a season behind, Australia is actually in front and perpetuates the spirit of Australian fashion in a series of stills and motion.
The campaign also features the Australian Fashion Trade Mark, a government-funded project unveiled in May at the Afterpay Australian Fashion Week.
Aje, Bassike, Bianca Spender, Nobody Denim, Romance Was Born, and other heritage and lifestyle labels were among the first select cohort of certified Australian Fashion brands announced.
“No other country in the world has attempted to brand and market its national fashion identity before,” said CEO Leila Naja Hibri.
“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.”
Deborah Sams and Mary Lou Ryan from Bassike said the trade mark and campaign prioritise businesses and have a design and principles that put social responsibility and environmental sustainability ahead of economic success. This is also an opportunity for their label to become a part of a larger global movement that supports sustainability, circularity, and creative expression.
Customers can explore and discover Australian Fashion brands at www.australianfashion.org