AFC launches its Australian fashion certified trademark

In May 2021, the AFC was awarded a federal grant to create an Australian fashion certification trademark and campaign to drive demand for Australian brands locally and internationally. Instantly recognisable, the Australian fashion trademark will drive industry growth, more jobs and a greater contribution to the local economy that will future-proof the Australian fashion and textile industry.

Leila Naja Hibri, CEO of Australian Fashion Council, said, “More than a trademark, this is an opportunity to showcase the best of Australia’s fashion talent. For example, when Italian fashion is mentioned, we immediately visualise a distinct brand identity of quality and elegance. In a similar way, we have now identified four key pillars that distinguish Australia’s Fashion DNA: effortless style, raw nature, boundless optimism and fearless innovation. This, together with the trademark, will help us clearly articulate the unique creativity and the progressive social and environmental values of Australian fashion on the world’s fashion stage.”

“With women’s economic security now front and centre of Australia’s policy agenda, and with women representing more than 77 per cent of our industry’s workforce, the fashion and textiles sector can play a pivotal role in advancing gender equality in our country. This is a cause very close to my heart,” she further said.

In addition to the trademark, AFC also launched ‘Fashion Evolution: From Farm to Industry’ an EY report that models the extraordinary economic potential of the fashion and textile industry, with support from Afterpay.

The report is based on four key policies: to promote the Australian Fashion campaign, build future manufacturing capability, boost women’s economic security and build a workable and sustainable circular economy.

CEO of Afterpay, Anthony Eisen, said, “The Australian fashion industry is a key creative and economic contributor to our nation. It’s an industry that employs hundreds of thousands - many of whom are women - it builds our cultural identity, showcases our capacity for innovation, and contributes to wider economic growth.”

Brands can apply for the Australian Fashion trademark on australianfashion.org. The multi-channel campaign and consumer website will launch in August 2022 in Australia, followed by the UK in September 2022 with the objective to align with the UK-Australia Free Trade Agreement.

Fibre2Fashion News Desk (HO)