Some of the State’s most awe-inspiring locations will be showcased to millions of people around the world through a unique partnership between the McGowan Government, through Tourism Western Australia, and Showroom X.
The initiative supports the #WeWearAustralian campaign with Showroom X – a collective of Australian fashion brands.
A campaign photoshoot is underway in Broome and Kununurra with renowned Australian brands to be featured against the backdrop of locations such as Gantheaume Point and Cable Beach in Broome, and the Bungle Bungle Range in Purnululu National Park.
The campaign is led by WA-raised Creative Director Ken Leung who has previously worked with global labels such as Uniqlo and DKNY.
The #WeWearAustralian campaign will go live from October 27 and will include digital and social media activity, as well as media placement in key national and international outlets including The Australian and T: The New York Times Style Magazine.
The 2020 #WeWearAustralian fashion campaign saw hundreds of brands participating in the social media campaign across their channels throughout Australia. It saw a total editorial reach of close to eight million across publications such as The Age, WWD, Russh and Vogue.
The 2021 campaign is expected to well exceed this, with Showroom X estimating the Kimberley feature to reach more than 12 million people around the world.
As stated by Tourism Minister David Templeman:
“This is an exciting opportunity to showcase our State to millions of people in key markets around the world as a must-visit destination when it is safe to travel.
“The fashion industry has been among those hit hard during the COVID-19 pandemic, and with WA talent leading the creative, and being used throughout the campaign, we’re proud to be supporting WA businesses and jobs.
“The Kimberley will provide a stunning backdrop for this campaign, promoting the ‘buy local’ message across Australia, and showcasing our incredible fashion industry and destinations globally.
“The WA Government is continuing to lift the profile of our destinations and it is through innovative partnerships like this that we will start to shape and inspire a new target audience of global travellers eager to experience our stunning State.”
As stated by Kimberley MLA Divina D’Anna:
“This is an exciting collaboration between the tourism and fashion industries and showcases our magnificent region to the world.
“It will help raise the profile of the Kimberley not just within Australia but across the world, which will help attract visitors when it is safe to travel internationally again.”
