Published: 13 October 2021
Tourism WA is excited to announce a new partnership which will showcase some of Western Australia’s most iconic locations to fashion aficionados around the world.
Locations such as Gantheaume Point and Cable Beach in Broome are providing the perfect backdrop for the 2021 edition of the Showroom X campaign #WeWearAustralian.
Showroom X is a collective of Australian fashion brands. Tourism WA Senior Manager Domestic and New Zealand Markets Mel Forbes said the partnership signals a new way of promoting our State on a global stage.
“This is a unique way to promote the spectacular Kimberley region to a different audience,” she said.
“We’re thrilled to also be working with local talent for this campaign, being led by WA-raised world-renowned creative director Ken Leung,” Mel said.
More than 170 brands have registered to be a part of the second #WeWearAustralian campaign, and Showroom-X CEO and founder Richard Poulson said it reinforces the need for us to come together to support the respective industries in the ongoing recovery from the COVID-19 pandemic.
“Out of adversity often comes great strength and the Australian fashion industry is creative and resilient, and we are grateful for the collaborative spirit driving this year’s initiative. This is our dedication to industry," Richard said.
“Thanks to Tourism WA we are going to be able to take this campaign to the rest of the world and I can’t wait to show Australian’s best creative talent against some of Australia’s most iconic landscapes right here in beautiful WA," he said.
The #WeWearAustralian campaign will go live from October 27 and provide a platform for Australian brands to ship directly to the rest of the world.
In 2020, the campaign had an editorial reach of close to eight million people through publications including The Age and Vogue.
This year, Showroom-X is estimating the campaign will reach more than 12 million people around the world, and through their partnership with Thread Together, dress more than 15,000 people from communities in crisis.