“No other country in the world has attempted to brand and market its national fashion identity."
The Australian Fashion Council (AFC) is championing Australian fashion brands in a new campaign from Fabric.
The 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, and 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.
The campaign features designs from Romance Was Born, Dinosaur Designs, Carl Kapp, Alix Higgins, bassike, Jordan Dalah, MNDATORY, Bianca Spender and Nobody Denim, with the focus on stamping Australian fashion’s rightful place on the global stage.
'Down Under In Front' showcases the Australian Fashion Trade Mark, a government funded initiative revealed in May this year at Afterpay Australian Fashion Week. The Australian Fashion Trade Mark represents a unique vision and progressive values to customers at home and around the world, helping them discover, explore and buy Australian fashion.
Fabric creative partner, Keenan Motto, said: “We are honoured to be partnering with the Australian Fashion Council on this initiative to support our homegrown brands in staking a greater share of the international fashion and textile industry.”
CEO of AFC, Leila Naja 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.”
Credits:
Client: Australian Fashion Council
Creative Campaign and Trademark Design: Fabric
Strategic Partner: The Growth Activists
Production: Austin Studios
Photographer: Charles Dennington
Director: Jason Evans
Stylist: Bridie Gilbert
Music track: Cut Copy – Living Upside Down
