In partnership with WeWearAustralian

This September, WeWearAustralian is set to redefine the Australian fashion landscape. Established in 2020 by Kelly Atkinson and Richard Poulson of Showroom X to support the local fashion industry, the initiative has since grown into a platform with global reach. This year, in collaboration with Australia Post, the campaign blends immersive experiences, exclusive competition prizes, and a key presence at New York Fashion Week 2025.

From the coastline to the catwalk, this campaign is about more than just fashion — it tells the story of Australia’s diverse landscapes and creative spirit, transporting these narratives to NYC through a sensory-driven retail activation. For fashion enthusiasts, this campaign presents a unique opportunity to engage with Australian fashion on a global scale.

WeWearAustralian: A global movement

WeWearAustralian has become emblematic of Australia’s dynamic and multifaceted fashion landscape. Under the creative direction of Kelly Atkinson, with contributions from photographer Pierre Toussaint, stylist Jess Pecoraro, and emerging models such as Caleb Durant and Latahlia Hickling, this year’s campaign infuses raw, authentic energy into its visuals.

In an era of global transformation and economic challenges, the campaign underscores a critical message that supporting Australian fashion is paramount. With support from Australia Post, this partnership equips local designers with the tools to project their vision onto the global stage. "We have always championed the power of collaboration, and this campaign is a testament to that belief," notes Atkinson.

An immersive experience in New York

With the support of Australia Post, 10 Australian designers will be selected to showcase their collections at an exclusive WeWearAustralian retail activation during NYFW 2025. This sensory-driven space will immerse shoppers in the raw beauty of Australia, with red earth underfoot and tea tree accents, creating a captivating experience that brings the spirit of Australian fashion to a global stage.

The competition

For those ready to shop their way into something unmissable, WeWearAustralian is offering prizes as part of a consumer competition, running from September 12 to September 26. Every purchase from a participating #WeWearAustralian brand, such as Esse Studios, Jac +Jack, R.M Williams and Viktoria&Woods, could win you a front-row seat at New York Fashion Week next year.

• First Prize: Return flights for two to NYC, five nights’ luxe accommodation, tickets to the exclusive WeWearAustralian x Australia Post event at NYFW, $2,000 spending money, and a $5,000 wardrobe from the Australian designers at Showroom-X.
• Second Prize: A $5,000 Showroom-X wardrobe to curate your own Aussie designer dream closet.
• Third Prize: A $2,000 wardrobe from Showroom-X to step up your style game.

How do you enter?

To learn more about the campaign and how to enter the competition, you can find all the details live now on the WeWearAustralian website.