Putting Down Under In Front: Australian Fashion Council Celebrates The Best Of Australian Fashion™

Effortless. Innovative. Optimistic. These are just some of the reasons why we – and fans around the world – love Australian fashion. It’s a spirit that makes our homegrown labels so quintessential; a spirit that the Australian Fashion Council is celebrating through its new Australian Fashion™ campaign, Down Under In Front.

Down Under In Front is a world-first fashion campaign that captures the DNA of Australian design. Launched this week at Melbourne Fashion Week, the campaign creatively captures the essence of Australian fashion through a series of stills and motion, exploring the idea that while we may be located ‘down under’, Australian fashion leads from the front thanks to our unique vision and progressive values. 

“No other country in the world has attempted to brand and market its national fashion identity before. Down Under in Front celebrates the joy of our effortless, raw, boundless and fearless creativity and lifestyle. It shows that we are not afraid to break with convention and lead the world in re-imaging the future of fashion,” says the AFC’s CEO Leila Naja Hibri. 

The campaign also showcases the AFC’s newly-minted Australian Fashion™ in action. Launched at Afterpay Australian Fashion Week in May, the trade mark is a government funded initiative that aims to identify Australian fashion on the world stage, making it easier for customers around the globe to discover, explore and shop Australian labels.

To become certified, designers and brands demonstrate an alignment with Australian Fashion™ values, including: committing to (or already have in place) environmental and social impact strategies; be predominantly owned, based and made in Australia; champion original and authentic designs; and commit to elevated creativity and quality of make. 

Scoring Australian Fashion™ certification is no mean feat, which is why we’re proud to announce that you can already shop some of your favourite Australian Fashion™ labels right here on THE ICONIC. From Bianca Spender, Camilla and Manning Cartell to Romance Was Born, The Upside and Nobody Denim, our ever-evolving edit makes it easier than ever to support and celebrate homegrown fashion.