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After the pandemic devasted creative industries across the country, Kelly Atkinson and Richard Poulson of Showroom-X established the #WeWearAustralian campaign to spotlight homegrown labels that needed our support in the aftermath of global shutdowns. Now, for its third year, the campaign returns to the sprawling coasts and bewildering flora of Western Australia.
Created in 2020 as a response to the economic impact covid-19 wreaked on the fashion industry, #WeWearAustralian aimed to drive support for Australian fashion and retail businesses. And in 2020 and 2021, it worked, seeing over 20 million impressions and raising over $ 1.7 million in retail sales for participating brands.
For the third instalment, the initiative focuses on pushing Australia’s incredible depth of fashion talent out to the global market.
This time, #WeWearAustralian has launched its own direct-to-consumer platform to aid in driving sales for participating brands, utilising the existing infrastructure from Showroom-X.com. This will enable local brands to reach international audiences through the Showroom-X database, giving them an opportunity to ship directly to the rest of the world through one all-encompassing online page.
“We really wanted to re-ignite the #WeWeAustralian campaign based off the back of last year’s success; however, looking at the new challenges brands are facing is key to keeping the initiative relevant and purposeful,” says co-founder Kelly Atkinson. “With the word ‘recession’ being thrown around, we feel the best way to future-proof our brands is to help them into international markets, so the joint campaign imagery and a push for b2b and b2c international are where we have headed with the new concept.”
Using the Great Southern Region as a striking backdrop, photographer Pierre Toussaint teams up with fellow WA natives Jess Gomes and Billie Jean for this year’s campaign imagery, capturing the raw beauty and design talent we have to offer here on our shores.
With 90 Australian brands taking part, including; Jac + Jack, ESSE studios, Camilla & Marc, Jordan Gogos, Kourh, Madre Natura, Nobody denim, Templa, Aaizel, A.BCH and more, #WeWearAustralian ushers in its biggest push yet to bolster the Australian fashion industry.
Launching today, you can support the initiative by shopping directly from the Showroom-X site and spreading the good word on the Australian brands you love.
