Building on the success of the second annual #WeWearAustralian campaign, Showroom-X has collaborated with renowned international creative director Ken Leung on a fashion campaign aimed at promoting Australian fashion and iconic Western Australia's Kimberley region to the rest of the world with thanks to the WA Government, through Tourism WA.
Created to unite and bolster the Australian Fashion industry during COVID-19 and, in turn, support vulnerable local communities, #WeWearAustralian was launched in 2020 as a rallying call to all consumers to invest in Australian designers and brands at a time they needed it most. In 2020, the #WeWearAustralian campaign helped drive over $3 million in retail sales amongst participating brands.
Showroom-X Creative Director and Co-Founder Kelly Atkinsion said:
“Richard and I met Ken after he arrived in Perth with his family for a holiday last year. Lucky for us, Ken decided to extend his stay in WA. Taking the We Wear Australian campaign to the rest of the world seemed like the obvious next step.
“There is no hiding the fact that the Australian fashion industry is hurting with many brands and retailers finding themselves with excess stock. Through this extension of the We Wear Australian campaign, we are creating a platform for Australian brands to ship directly to the rest of the world and promote our incredible industry globally through a series of breathtakingly powerful images shot in some of the most otherworldly and wild locations on the planet.
“We have been blown away by the generosity of everyone coming together donating their time & energy to bring this campaign to life. It is a true industry collaboration. Particular thanks to the team at Tourism WA.”
Ken Leung adds:
“Returning to Perth after 20 years of living abroad and working for global fashion brands, I’m excited to use my creativity and experience to support Australian labels through my new agency Studio PARÁDISÔ.
“I’m grateful for the opportunity to concept the #WeWearAustralian campaign which captures the freedom and youthful energy of a group of friends as they explore breathtaking West Australian landscapes.
“I’ve curated a collective of exciting WA photographers and filmmakers to capture these joyful, uplifting moments in their own way and share the raw beauty of our state with the world.”
“The striking contrast of red pindan cliffs, white sand beaches and vivid turquoise waters around Broome, plus abundance of freshwater and ancient geological textures near Kununurra created the perfect backdrops for this campaign”
The #WeWearAustralian campaign was captured by James Giles, Claire Hart and Justin Griffiths and features local talent including: Naomi Stevens, India Anderson-Prentice, William Kalimba, Angus Minear and from the NT Cindy Rostron.
Locations included: Gantheaume Point, Reddell Beach, Cable Beach and Crab Creek on Yawuru Country, Lake Argyle on Miriwoong Country, and Mirima National Park on Miriwoong Country.
#WeWearAustralian works with purpose-driven organisation Thread Together who works to restore dignity and hope for every Australian and drive meaningful social, environmental and community change by rescuing clothes destined for landfill and redirecting them to those in need.
To participate in #WeWearAustralian and help wardrobe over 10,000 people in need, participating brands were asked to make a tax-deductible financial donation or pledge of product (or both) to Thread Together, so the movement becomes fully circular in its approach.
For more information and media enquiries please contact Gabriella Somervaille at firstname.lastname@example.org.