Now in its third year, the #WeWearAustralian campaign returns with a spectacular campaign shot by Pierre Toussaint on the pristine sands of Western Australia, featuring a caravanserai of local talent on the lineup – including, of course, the faces in front of the camera, models Jess Gomes and Billie Jean Hamlet. Photographer Shannan Stewart takes RUSSH to the white sand beaches of Western Australia's Great Southern region, a leisurely five hour drive south of its capital, capturing all the behind-the-scenes moments from the four-day shoot. Pristine waters backing onto lush, untouched landscapes are a vision through Stewart's lense –a bucolic idyll we'll be certain to dream of for some time yet.
Take a peek behind the scenes, and hear from Gomes, Hamlet and brand founder, Kelly Atkinson, below.
“Although I was born in the Kimberley region of Western Australia, it always feels like coming home when I’m on location here. Greens Pool in Denmark/Koorabup and the Gap in Albany/Kinjarling the Gap in the Great Southern Region are both stunningly beautiful locations – places where I can immerse myself in nature, be still and feel serene. It always feels different to ground myself at home. I am so proud to be paving the way for other indigenous models to help promote diversity in beauty and fashion, while helping to promote Australian fashion as part of this project.” – Billie Jean Hamlet, model.
“We really wanted to re-ignite the #WeWeAustralian campaign based off the back of last year’s success, however looking at the new challenges brands are facing is key to keeping the initiative relevant and purposeful. With the word ‘recession’ being thrown around we feel the best way to future proof our brands is to help them into international markets, so the joint campaign imagery and a push for b2b and b2c international is where we have headed with the new concept. We have always been ‘Better Together.’ Collaboration and celebration of Australian design is rooted deep in my veins, this initiative is so powerful in so many ways.” – Kelly Atkinson, founder #WWA
"As a proud Western Australian, my connection to this land runs deep, fuelling my passion and inspiring my journey. Western Australia breathes life into my spirit, shaping my identity as a model and as a person. From my roots growing up in Perth and studying modelling in Midland, to our great family road trips down south, there is no place I would rather be than home in WA. I’m privileged to be able to call Western Australia my home and celebrate this beautiful place through the #WeWearAustralian campaign with other incredible talents who have also had the opportunity to flourish here.” – Jessica Gomes, model.
For their third instalment of the campaign, #WWA has evolved, launching its own direct-to-consumer platform via founder, Kelly Atkinson's Showroom-X.com. This year's partner brands will be given the opportunity to ship directly to the rest of the world through one, universal e-commerce platform.
Ninety brands are taking part in this year's #WWA campaign, including Jac & Jack, ESSE studios, Camilla & Marc, Jordan Gogos, Kourh, Madre Natura, Nobody denim, Templa, Aaizel and A.BCH. And in a continuation of their ongoing partnership, We Wear Australian and supporting brands will be donating $1 for every sale made to clothing charity Thread Together.
