#We Wear Australian Reflection Campaign 2023
“This campaign was based on reflection.
How [the pandemic] has made consumers reflect on who they invest in, and why.
And, similarly, brands: reflection on how they want to operate in the new post-Covid industry.
Covid showed us how to slow down – forced our hand, yes… in this shoot, I tried to recapture that stillness.”
The #WeWearAustralian Reflection Campaign was shot in the iconic Western Australian landscapes like Greens Pool (Koorabup on Menang Noongar country) in Denmark and the phenomenal Natural Bridge (Albany Kinjarling, Menang Noongar Country) in Albany, capturing the vastness of the land and Australian landscape as our fashion backdrop.
Acknowledgement of Country
Together with #WeWearAustralian, we acknowledge the traditional owners of the land showcased throughout this campaign, the Menang people of Kurrah Mia, and their surrounding communities.
The Menang people's continuing custodianship of our land (Boodja), the water (kep) and the fire (kaarl)' is something we will now carry with us on our journey of learning.
We pay our respects to their elders past, present and young, with particular thanks to Vernice Gilles who welcomed us to the land and shared the voice of her community.