In a landmark collaboration, Vicinity Centres has partnered with the Australian Fashion Council (AFC) to launch the Australian Fashion™ trademark, a pioneering initiative designed to elevate and distinguish Australian fashion on both domestic and global stages.

Strategic insight

The Australian Fashion™ emblem isn't just a seal of approval—it's a launching pad to elevate Australian fashion to new heights. It's a unique label that puts the nation's fashion talent front and center, highlighting the unique vision and forward-thinking values on a global stage.

Execution

Top-tier Australian fashion labels rallied to adopt the trademark. Brands like Aje, Bassike, Bianca Spender, Bondi Born, Camilla, Cue, Ginger & Smart, Manning Cartell, Matteau, Nobody Denim, Romance Was Born, and Viktoria & Woods are all waving the Australian Fashion™ flag, showing a collective commitment to true-blue Australian design and ethical practice.

As the presenting partner, Vicinity Centres, weaved the Australian Fashion™ trademark into the fabric of retail. Showcasing certified brands across their varied portfolio—from local shopping centres to high-end destinations like Chadstone in Melbourne and The Strand Arcade in Sydney—Vicinity Centres connected consumers with Australian fashion, fuelling the growth of local businesses and budding designers.

Outcomes

The Australian Fashion™ trademark has the potential to spur significant economic, social, and environmental benefits over the next decade. The AFC forecasts that this initiative will help mould a $38 billion industry and generate an extra 86,000 jobs by 2032.

Leila Naja Hibri, CEO of the Australian Fashion Council, underlined the broader impact of this initiative: "This is more than a trademark—it's a chance to spotlight Australia's best fashion talent."

This strategic move not only backs local designers but also pivots Australian fashion towards sustained growth and international acclaim.