Australian Fashion Council: Taking Australian labels to the world's catwalks

The Australian Fashion Council has created a new Certification Trademark and campaign to drive global demand for Australian brands.

Industry led and government enabled, the Australian Fashion Trademark and campaign is a result of extensive research and collaboration between the Australian Fashion Advisory Panel and the industry at large, as well as all levels of government.

Leila Naja Hibri, CEO of the Australian Fashion Council, explains this exciting initiative. "Instantly recognisable, Australian FashionTM will help more customers discover, explore and buy Australian fashion. The result will drive industry growth, more jobs and a greater contribution to the local economy that will future-proof the Australian fashion and textile industry."

The Australian Fashion campaign draws on the values and behaviours encompassed in Australia's Nation Brand. This world-first campaign will define Australian fashion, selling our nation's unique vision and progressive values to the world.

"We have now identified four key pillars that distinguish Australia's Fashion DNA: effortless style, raw nature, boundless optimism and fearless innovation. This, together with the trademark, will help us clearly articulate the unique creativity and the progressive social and environmental values of Australian fashion on the world's fashion stage."

"The Australian Fashion trademark will be a driving force in building the industry's growth trajectory to deliver substantial economic, social and environmental gains over the next ten years. We can show the world how prioritising people and the planet together with profit can lead to a legacy of thriving prosperity."

Learn more and apply for the Australian Fashion trademark at www.australianfashion.org