There’s an innate sense of style (and penchant for fabulous shoes) that is deeply rooted in the Australian experience. You’ll see it everywhere. A whimsical Zimmerman number at your local cafe, a coastal-chic cashmere cardi perusing Bondi’s coastline or the next Brie Leon IT-bag making its debut on Flinders Lane.
Much like Australian culture itself, we’ve fostered a fashion industry that celebrates diversity, individuality and brims with creativity. And it’s quickly caught the eyes on international onlookers.
Designers like Alex Perry, Zimmerman, Michael Lo Sordo, Rebecca Vallance and Dion Lee have promptly cemented themselves as household names globally. Their coveted collections line that of the Oscars Red Carpet, Cannes film festival and wardrobes of countless A-list celebs. In the mainstream, the TikTok the hashtag #AustralianFashion has been used on 28.3 million videos. The fashion-first movement has gained traction and firmly positioned Australia’s effortless style as the next frontier.
Which leads us to an initiative close to home, Showroom-X’s WeWearAustralian. The initiative was founded during the depths of 2020’s initial lockdown with the intent to garner support for the local fashion industry during the pandemic. In the coming years they have continued to champion Australian fashion brands both at home, and on the global stage.
This year’s 2024 campaign promises to elevate Australian brands to unprecedented heights, with an opportunity to showcase their collections in an exclusive WeWearAustralian x Australia Post experience-driven shopping activation at NYFW. A dream!
This is the first year WeWearAustralian partners with Australian Post, a fitting collaboration given the postal brands responsibility to quite literally delivery the latest trends and wardrobe-staples to consumers doorstep.
Australia Post Executive General Manager, Gary Starr says “We have a wealth of talent here in Australia. We are dedicated to supporting local Aussie businesses by providing strategic logistics advice to help drive their growth both domestically and internationally.”
The campaign, under the creative direction of Kelly Atkinson, features the work of some of Australia’s most talented creatives, including photographer Pierre Toussaint, motion director Ryan Murphy, stylist Jess Pecoraro, hair director Koh and makeup director Francesca Poggi. And uses Sydney’s iconic seaside as a backdrop. The powerful imagery encapsulates the diversity and vibrancy of Australian fashion and showcases the innovation, and incredible emerging and established designers Australia homes.
The ten fortunate brands selected to participate as part of the NYFW 2025 calendar, will be announced in November.
For the fashionistas at home, there are a number of ways you can get involved with the campaign. Engage on social media using the hashtag #WEWEARAUSTRALIAN and support the Aussie brands involved in store and online. If you were needing that extra-incentive to get shopping, there’s a generous competition and prizes on offer. The grand prize being a not-so-casual trip to New York City during 2025 Fashion Week. Return flights, accommodation, tickets to the popup activation, an Aussie-designer update are all included. Time to get shopping and support Aussie talent!
Learn more about the incredible initiative, view the breathtaking campaign images and find details on how to enter the competition at showroom-x.com.
This article originally appeared on Marie Claire Australia and is republished here with permission.
