The investment was described as a support to the “growth of the Australian fashion industry by promoting demand creation and increased recognition of the innovation and design capabilities in Australian fashion”.
Christian Porter, Minister for Industry, Science and Technology said in a statement that the $1m investment would fund the development of an Australian fashion certification trademark. He said the trademark would promote the “high quality of locally designed and produced products to key overseas markets”.
The Australian fashion industry employs more than 200,000 people and has an export market valued at about $2.6b, about $20m shy of Australian wine industry. The Australian Fashion Council, the head organisation for the textile, clothing and footwear sectors, has for a long time supported developing overseas markets for Australian fashion and textile businesses.
Leila Naja Hibri, chief executive of the Australian Fashion Council, told Vogue that a trademark will help position Australian fashion as a brand it its own right.“Our lifestyle is one of the things that really sells us as an Australian brand in terms of fashion. Also our Australian heritage, our ethnic diversity, and our creativity, which is a little out-of-the-box—it’s different to what other countries bring to the table,” Naja said.