In May last year, a federal grant was awarded to the Australian Fashion Council to create the Australian fashion certification trademark and campaign to drive demand for Australian brands internationally and locally. The Growth Activists served as the lead advisors to this initiative, bringing to life a platform to celebrate Australia’s creative talent.
More than just a trademark or logo, the new platform serves the strategic purpose of creating fiscal headroom for Australian fashion & textile brands, generating demand both within Australia and internationally.
The platform aims to establish Australia as a leader within the fashion industry globally, supporting the best of national fashion talent and promoting an industry nation brand that occupies a unique and desirable territory on the global stage.
Australian Fashion will identify Australian Fashion brands on the global stage, selling its distinctive vision, original design and progressive values to the world. “Instantly recognisable, the platform will drive demand by helping customers discover, explore and buy Australian fashion,” says Leila Naja Hibri, the CEO of Australian Fashion Council.
Managing Partner and Advisor at The Growth Activists, Rosanna Iacono, says, “We are incredibly proud to have collaborated with the Australian Fashion Council and other key partners in the development of this world-first certification trademark for the Australian fashion industry. It is the first time anywhere on the globe that a national brand has been developed specifically for the fashion industry.”
As part of the initiative, The Growth Activists developed a set of standards that brands must follow in order to obtain the certified trademark. Australian Fashion certification is awarded to brands that meet two or more of the following criteria: 50% Australian Made Products, 75% Australian Owned Business, and 75% Australian Tax Domiciled.
Keeping the creative integrity of the Australian brand, certified brands must also pledge a commitment to authentic Australian design. A commitment to transparency is also required on social and environmental strategies to make the industry more inclusive, responsible, and sustainable.
Hibri says: “With this trademark and campaign, we will show the world how prioritising people and the planet together with profit can lead to a legacy of thriving prosperity. Over the next ten years, Australian Fashion’s trademark will be a driving force in establishing the industry’s growth trajectory for substantial economic, social, and environmental gains.”
Commenting on the collaboration with The Growth Activists, she says, “From the inception of the idea behind the Australian Fashion 18 months ago to its launch last week, they have been instrumental to the building and execution of this world-first initiative.”
The Growth Activists has previously worked with the likes of Rebel, PE Nation, Environmental Protection Agency and University of Sydney across a range of business strategy, communications and ESG and sustainability services.