Intro
The initiative supports the #WeWearAustralian campaign with Showroom X — a collective of Australian fashion brands.
A campaign photoshoot is underway in Broome and Kununurra with renowned Australian brands to be featured against the backdrop of locations such as Gantheaume Point and Cable Beach in Broome, and the Bungle Bungle Range in Purnululu National Park.
The campaign is led by WA-raised Creative Director Ken Leung who has previously worked with global labels such as Uniqlo and DKNY.
The #WeWearAustralian campaign will go live from October 27 and will include digital and social media activity, as well as media placement in key national and international outlets including The Australian and T: The New York Times Style Magazine.
The 2020 #WeWearAustralian fashion campaign saw hundreds of brands participating in the social media campaign across their channels throughout Australia. It saw a total editorial reach of close to eight million across publications such as The Age, WWD, Russh and Vogue.
The 2021 campaign is expected to well exceed this, with Showroom X estimating the Kimberley feature to reach more than 12 million people around the world.