Australian fashion movement WeWearAustralian will launch its 2024 campaign in partnership with Australia Post and New York Fashion Week.
The movement was co-founded by Kelly Atkinson and Richard Poulson, the duo who also launched local fashion platform Showroom X in mid-2023.
This year’s campaign will offer Australian brands the opportunity to showcase their collection in an exclusive shopping activation at NYFW in February 2025. The activation will take place in a converted retail space in New York City, where the floor will be covered in red earth, with tea tree elements adorning the walls and roof.
The ten fortunate brands selected to participate as part of the NYFW 2025 calendar, will be announced in November.
Alongside the activation is a marketing campaign designed under the creative direction of Atkinson. The campaign talent included photographer Pierre Toussaint, motion director Ryan Murphy, stylist Jess Pecoraro, hair director Koh and makeup director Francesca Poggi.
The imagery and motion content for the campaign were captured on location in Sydney.
Alongside championing local brands, WeWearAustralian also offers a platform for emerging models. This year’s lineup includes Caleb Durant from the remote town of Red Bluff in far northern Western Australia, and Byron Bay’s Latahlia Hickling.
Joining them are Sydneysiders Josephine Akuei and Sophia Gerakas.
Australia Post executive GM of parcel, post and e-commerce services Gary Starr said the company is proud to partner with the local fashion movement.
“We have a wealth of talent here in Australia and it’s fantastic to be able to recognise and celebrate them on the global stage,” Starr said.
Consumers will also benefit in the new campaign, with prizes on offer as part of a consumer sales drive for all participating WWA brands, including an experience at New York Fashion Week in February 2025.
Between September 12 and 26, 2024, every purchase made from a participating #WeWearAustralia brand, when registered, will enter consumers into a draw to win a select range of prizes.
The grand first prize package includes economy return flights for two from any Australian capital city to New York City, accommodation for five nights, tickets to the exclusive WeWearAustralian and Australia Post launch event, $2,000 in spending money, and a $5,000 Australian Designer wardrobe to shop through ShowroomX.
The second prize offers a $5,000 Australian Designer wardrobe to shop through Showroom-X, while the third prize offers a $2,000 (AUD) Australian Designer wardrobe to shop through Showroom-X.
“We are thrilled to be reigniting the WeWearAustralian campaign in collaboration with Australia Post,” Atkinson said. “In today’s super challenging economic climate, it’s more important than ever to support our homegrown brands and help them expand into international markets. It’s the only way to future proof these businesses.
“Our partnership with Australia Post allows us to provide the necessary tools and infrastructure for Australian designers to thrive globally. We have always believed in the power of collaboration, and this campaign continues to exemplify that spirit.”