We’ve joined forces once again with the Australian Designer community to unite as an industry to support and amplify the #WeWearAustralian 2023 initiative.
As the home of Australian fashion, David Jones has always been an advocate and supporter of our own homegrown talent. That’s why we are so proud to be aligned with #WeWearAustralian, returning this year to support emerging, established, and sustainable Australian brands that are proactively pushing their collections into the international sphere.
How #WeWearAustralian is Altering the Fashion Landscape
Co-founded by Kelly Atkinson and Richard Poulson (Showroom X) in 2020, #WeWearAustralian was created to unite and bolster the Australian fashion industry during COVID-19 and to help create a sense of continuing commitment to our local fashion community. David Jones is helping to support the initiative in 2023 through the amplification of #WWA messaging across a variety of our digital and instore channels.
In 2020 and 2021, the #WWA campaign saw over 20 million impressions and raised over $1.7M in retail sales for participating Australian brands. This outcome has been celebrated as a huge success, as both a local initiative and a step forward in uniting the Australian Fashion Industry.
“Collaboration and celebration of Australian design is rooted deep in my veins, this initiative is so powerful in so many ways ”
Co-founder of Showroom X, Kelly Atkinson
Continuing their partnership with clothing charity, Thread Together, #WWA and the supporting brands will donate $1 per sale to Thread Together. An organisation that works to restore dignity and hope for every Australian, Thread Together exists to drive meaningful social, environmental and community change by rescuing clothes destined for landfills and redirecting them to those in need.
Other notable names are also joining the cause to help champion change within the industry. Supported by WA Tourism, the 2023 #WWA campaign is lensed by famed photographer and director Pierre Toussaint on location in the Great South-West of regional Western Australia. All of the talent featured in the campaign hail from WA, including models Jess Gomes, Billie Jean and Savannah Kruger.
The #WWA initiative was also supported byAfterpay at Australian Fashion Week, with an immersive #WeWearAustralian x Afterpay runway show that showcased iconic and emerging Australian designers.
Dive into the AAFW 2023 runways, street-style trends and more, with our Fashion Week Wrap-Up.
Homegrown Talent: Supporting & Celebrating Australian Brands
With a grand total of 90 Australian brands taking part in the 2023 #WWA campaign; Ksubi, MJ Bale, Nobody denim, and beyond, there’s never been a better time to support local. Looking for the perfect pick-me-up? Alémais has got you covered with bold prints and effortless silhouettes. A master of undone elegance, let Bianca Spender elevate your every day with her take on wardrobe favourites to love beyond the season. Camilla And Marc offer up smile-inducing hues, while Esse proves you don’t need a special occasion for that dress that just lights you up.
From established names like Bec & Bridge, Jac & Jack and Morrison, to the next generation of homegrown labels (think Joslin, Ngali, Ginger & Smart, and more), #WeWearAustralian has never felt more in sync with the positive energy we’re craving.
https://www.instagram.com/westernaustralia/
#WAtheDreamState #WeWearAustralian