#WeWearAustralian

Join us on a journey of exploration of people, place and product. For us, Australia is luxury, from the vast expanses of ocean, clear blue skies and earth that seems to have been set ablaze. The coastlines of our country are a place of extremes. Turquoise seas and bleached-white sand are set against orange cliffs. Months of drought are broken by thunderstorms which drench the soil and bring the earth back to life.

Our industry initiative highlights the incredible talent of Australian design against the breathtaking backdrop of our Australian landscape. The 2021 edition of #WeWearAustralian presents an incredible visualisation of our nation's people and place.

We want to celebrate our nation of talent, human craft and local artistry. Showroom-X represents a collective of Australian labels, from heritage brands like RM Williams to ESSE Studios who are paving the way for a sustainable future in fashion, and the
cross-generational creators from Rukaji designs.

We want to capture the essence of Australia and present it to the rest of the world. We're proud to be able to say this is Australia. The idea that our shoot could reach the eyes of 12 million people around the world is humbling and enlivening. We are excited to share it with you all today.

The We Wear Australian campaign acknowledges the traditional custodians throughout Australia and their continuing connection to the land, waters and culture. We pay our respects to all Aboriginal peoples; Elders past, present and emerging.

Join us as our journey of exploration continues through country as we celebrate people, product and place.