A Fashion Campaign Supporting Vulnerable Australian Communities

Luxury fashion portal Showroom X is once again driving the #WeWearAustralian campaign to rejuvenate the Australian fashion industry and give back to those in need.

Article by Lucy E Cousins

Esse Studios are part of the #WeWearAustralian campaign, launching this week. Photography: Supplied.

While many industries around the world suffered throughout the events of last year, a recent State of Fashion report from McKinsey/BOF indicated that the fashion industry recorded a shocking 90% fall in economic profit in 2020 alone. And even though parts of the world have started to open up once again, here in Australia the country is still suffering through endless lockdowns, a decline in consumer spending and the knock on effects of both on the local fashion and retail industry.

To encourage Australians around the country to support the local fashion industry, premier luxury fashion portal Showroom X is leading a campaign to shop Australian. Showroom-X CEO and Co-Founder Richard Poulson hopes to replicate the success of last year’s campaign, which helped drive $3 million in sales for the participating brands.

“In light of recent COVID-19 lockdowns, extended retail closures and the ever-growing financial strain on our incredible local industry, there has never been a more crucial moment to support our Australian makers, manufacturers, visionaries and craftspeople,” he says. “Following a recent industry round table there was resounding support to bring back the #WeWearAustralian campaign. 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.”

Bondi Born is among the many brands taking part in the #WeWearAustralian campaign. Photography: Supplied.

For this campaign Showroom X is once again partnering with Thread Together, an organisation that sources new and excess clothing and redistributes them to those in our communities who need it most. So far, they have diverted 1.2 million pieces of clothing from landfill.

Participating #WeWearAustralian brands, which include Bassike, Ginger & Smart, We Are Kindred and David Jones, are encouraged to donate money or clothes to Threat Together to create a cyclical movement. The aim is to clothe over 10,000 people in need throughout the campaign, which runs until mid October.


The #WeWearAustralian initiative runs until 16 October. For more information, and to see the full list of participating brands, visit wewearaustralian.com