What is

Australian Fashion?

Effortless Style

There is an honesty in the way we live and dress. We strip away pretense to find the humility of what’s important. Our pragmatic creativity creates a uniquely relaxed and unpretentious quality.

Fearless Innovation

We write our own rules. Because we are a long way from anywhere, resourcefulness is in our national character. We do more with less. We find new and sustainable solutions.

Raw Nature

Our land is ancient, and honed by the elements to its unique beauty. It is unapologetic. It is rugged. It is ingrained in our spirit. It makes us who we are. And we acknowledge our duty to protect it.

Boundless Optimism

We are free from the old-world structures that constrain others. We believe anything is possible, and we work as a community to make dreams become reality.

Our

Vision

The Australian Fashion™ will identify Australian Fashion brands on the global stage, selling our unique vision, original design and progressive values to the world. Instantly recognisable, it will drive demand by helping customers discover, explore and buy Australian fashion.

United, we can show the world how prioritising people and planet together with profit can lead to a legacy of thriving prosperity.

Our Logo

& Values

The Australian Fashion™ reflects the disruption Australian Fashion is having on the global scene. Visually exploring the sun and Australia’s diverse landscape, we have developed a mark that represents the unique talent of the Australian Fashion Industry. It is an expression of circularity, progression and movement that feels optimistic, fearless and inspired.

Our brand is built on the pillars of: Effortless Style; Raw Nature; Boundless Optimism; and Fearless Innovation. We value: Collaborative Community; Generosity; Commitment to People and Planet; Honest Quality; and Diversity and Cultural Integrity.

The Australian Fashion™ was created in consultation with Fabric. Fabric is a strategic creative agency specialising in the fashion, retail and lifestyle space.

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About

Us

The Australian Fashion logo is administered by the Australian Fashion Council (AFC), the peak body of the fashion and textile industry in Australia. The AFC is a not-for-profit organisation that aims to guide the recovery of a resilient industry that is world-leading in purposeful innovation, mindful creativity and human-centricity.

Learn about the afc

Advisory

Panel

To form the Australian Fashion Advisory Panel we looked beyond the usual suspects, branching outside the confines of the fashion industry to formulate a well-rounded, out-of-the-box thinking group who will guide and inform the logo and campaign.

Rosanna Iacono

Co-Chair & Managing Partner

The Growth Activists

Keenan Motto

Co-Chair, Partner & Creative Director

FABRIC

Robyn Catinella

Director

Catinella

Justin Cudmore

Partner

Marque Lawyers

Kellie Hush

Fashion Industry Consultant

Fiona De Jong

CMO & Head of Australia's Nation Brand

AusTrade

Denni Francisco

Founder

Ngali

BRIAN HUYNH

Founder & Creative Director

MNDATORY

NATALIE JOHNSON

Founder

Neuno

RACHEL MUSCAT

President & Co-Founder

Humanrace

MARY-LOU RYAN

Co-founder & Head of Sustainability

bassike

JESSICA Steuart-HOYLER

Global Brand Consultant

Jonathan Lobban

Head of Brand

M.J. Bale

Natalie Xenita

Vice President-Managing Director

IMG

Kelly Atkinson

Creative Director

Showroom-X

The Australian Fashion Certification Trade Mark was developed with funding from:

With special thanks to the teams at Austrade, IP Australia, and ACCC