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Discover the Australian Fashion™ Campaign

October 12, 2022

Today as part of Melbourne Fashion Week, we launched the world-first Australian Fashion™ campaign, Down Under In Front at Federation Square. Head to the australianfashion.org website to see the live campaign and explore the Australian Fashion ™ brand directory.

The aspirational campaign, Down Under In Front articulates what people love about Australian fashion; its 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.

“Australia wakes up first and celebrates 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 start before the rest of the world, not the other way around. 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,”

- Leila Naja Hibri, CEO, Australian Fashion Council

The campaign showcases the Australian Fashion Trade Mark, a government funded initiative revealed in May this year at Afterpay Australian Fashion Week. Instantly recognisable, the Australian FashionTM represents a unique vision and progressive values to customers at home and around the world, helping them discover, explore and buy Australian fashion.

The Australian Fashion™ is proudly presented by Vicinity Centres.

“Vicinity Centres connects consumers with Australian fashion and are proud to support and help grow Australian businesses and emerging designers. This platform developed by the AFC, will cement Australian fashion’s positioning of elevated creativity, quality, and social and environmental transparency, a pivotal milestone which we are excited to be a part of.”

- Peter Huddle, Vicinity Centres COO

Explore and discover Australian Fashion™ on the brand directory

Launch Brands:
Aje, Alix Higgins, bassike, Bianca Spender, Bondi Born, Camilla, Carl Kapp, Commas, Cue, Dinosaur Designs, Esse Studio, Ginger & Smart, Helen Kaminski, Holly Ryan, Ihraa Swim, Iordanes Spyridon Gogos, Jac + Jack, KitX, Kloke, Liandra Swim, Maara Collective, Macgraw, Manning Cartell, Matteau, Michael Lo Sordo, Mndatory, Ngali, Nobody Denim, Romance Was Born, State of Escape, The Upside, Viktoria & Woods

Campaign Credits:

DIRECTOR: Jason Evans
PHOTOGRAPHER: Charlie Dennington
STYLIST: Bridie Gilbert
MAKEUP ARTIST: Kellie Stratton
TALENT: Angelina | The Scouted
TALENT: Tatyana | Kult
TALENT: Finn | Kult

Down Under in Front

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The Australian Fashion Trademark is administered by the Australian Fashion Council (AFC) and approved by the Australian Competition and Consumer Commission (ACCC).

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