CAMPAIGNS

#WeWearAustralian x FELLA

This year, we proudly participated in the #WeWearAustralian campaign.

It brings us immense joy to announce our partnership with Showroom-X, as we embark on a meaningful journey together for the #WeWearAustralian campaign. Launched in 2020, this remarkable initiative was born out of the collective need to unite and empower the Australian fashion industry amidst the turbulent era of COVID-19. With the global disruptions impacting production and the livelihoods of our cherished designers and makers, our commitment to supporting local talent has never been more resolute.

FELLA acknowledges the traditional owners of the land in which we 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.

The campaign was shot by Pierre Toussant at the pristine Green Pools, Denmark, with WA-raised talent Jessica Gomes and Billie Jean.

Captured against the backdrop of their own surroundings, the We Wear Australian campaign showcases the joy and optimism that fashion inspires. We are honored to celebrate the resilience, creativity, and remarkable talent within the Australian fashion landscape through #WeWearAustralian and our partnership with Showroom-X. Join us in supporting the We Wear Australia campaign and celebrating the enduring spirit of Australian fashion. Together, we can make a difference and foster a brighter future for the industry we love.

With ongoing lockdowns impacting global production schedules and local manufacturing, along with the livelihoods of makers, designers and more, it was important for us at FELLA to be involved in a homegrown initiative supporting local Australian industry.

Showroom-X brings forth a revolutionary shift in the We Wear Australian campaign by unveiling a dynamic direct-to-consumer platform. This innovative platform empowers fashion enthusiasts with access to coveted international brands and streamlines global shipping for a seamless experience. By partnering with independent Australian Designers, Showroom-X amplifies their exposure, unlocks international advertising avenues, and enables these brands to extend their influence to a wider customer base.

Visit the Showroom-X showcase online.

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