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The Australian Fashion Council (AFC) has announced the launch of the Australian Fashion trademark to identify goods originating from the country.
The AFC was awarded a federal grant to establish the trademark and campaign to promote Australian brands locally and across the world.
For brands to receive the Australian Fashion trademark, they must fulfil at least two of the following: demonstrate a contribution to jobs and the local economy, Australian made, Australian owned, majority Australian employees and Australian tax domiciled.
Certified brands must also make a commitment to authentic Australian design to uphold the creative integrity of the industry nation brand, as well as to social and environmental impact commitments that drive the industry forward in transparent, responsible and inclusive practice, the AFC said.
AFC CEO Leila Naja Hibri commented: “More than a trademark, this is an opportunity to showcase the best of Australia’s fashion talent. For example, when Italian fashion is mentioned, we immediately visualise a distinct brand identity of quality and elegance.
“In a similar way, we have now identified four key pillars that distinguish Australia’s fashion DNA: effortless style, raw nature, boundless optimism and fearless innovation. This, together with the trademark, will help us clearly articulate the unique creativity and the progressive social and environmental values of Australian fashion on the world’s fashion stage.”
Brands can apply for the trademark at www.australianfashion.org, a campaign and consumer website which will launch in August in Australia, followed by the UK in September to align with the UK-Australia Free Trade Agreement.