Much like every other industry, those in the business of fashion have felt the severe impacts of the current climate surrounding COVID-19.
Back in March, and seemingly overnight, bricks and mortar retail stores were forced to close, leaving designers with empty stores and warehouses overrun with stock.
Now, in an effort to raise awareness for those who have been deeply affected by the global event, a handful of Australian design houses have banded together to launch the #WeWearAustralian initiative to help rebuild the community and give back at the same time.
Richard Poulson, co-founder of Morrison and CEO of new e-commerce environment, Showroom-X, is leading the initiative he hopes will help boost the fashion economy.
“The Australian fashion industry has never experienced tougher times, but we are a creative and resilient industry. By uniting and putting a spotlight on the industry impact and response we are able to support each other and contribute to the rebuild of Australia,” he says.
The #WeWearAustralian initiative is planned to run for three weeks. Over that time, a collection of notable Australian designers will be announcing special offers on their new-season stock, enticing those of us at home to purchase post-isolation clothes and boost the economy in turn.
Participating brands include A-j-e, Aplha 60, Bassike, Bianca Spender, Camilla, Carla Zampatti, Ellery, Esse Studios, Ginger & Smart, Kit-X, Lee Mathews, Manning Cartell, Matin Studio, Matteau, MJ Bale, Morrison, Nique, Nobody Denim, R.M.Williams, Sir The Label, The Daily Edited, The Upside, Rebecca Vallance, Viktoria & Woods, We Are Kindred and more.
“By buying Australian brands you are supporting our fashion industry right now when it needs you, and in turn, ensuring we still have a thriving industry once we get to the other side.”
Every brand participating will also be making either a monetary or clothing donation to one of two Australian charities: Dress for Success who help women wanting to return to the workforce, or Thread Together which takes new excess stock from designers and manufacturers and redistributes to those in vulnerable positions, ensuring the garments stay out of landfill.
Leila Naja Hibri, CEO of The Australian Fashion Council says, “Despite the havoc of these unprecedented times, it is so wonderful to see the Australian Fashion community step up and come together.
“For those who can, please support your favourite Australian designer by buying Australian and wearing Australian. Help Australian fashion unite, help Australian fashion survive.”
To view more participating brands and to find out more about the initiative, head to the Showroom-X website.