An official runway event with a difference drew crowds at the 2019 Virgin Australia Melbourne Fashion Festival this weekend. Curated by The Fashion Advocate, an online shop and community, IDENTITY showcased 15 exciting ethical and sustainable designers.
The show saw the independent Australian brands, including Anthea Crawford, Smitten Merino and Zoe O, come together from all corners of the country to help bring about positive social change through fashion.
Heads were turned by vegan, eco-friendly and recycled fabrics, brands which are social enterprises or Fairtrade and B-Corp certified as well as clothing which is made using completely transparent and fair supply chains.
Looks were informed by Australian culture, demonstrating the country's vibrant identity through unique, innovative and Indigenous designs.
Founder of The Fashion Advocate Claire Goldsworthy says, "I'm honoured to have been able to bring these wonderful Australian designers together at the IDENTITY show. Although all the brands were unique, we had one shared goal - to shine a spotlight on how great "good fashion" can look. Hopefully, we have inspired people to buy fashion ethically – we can all make a positive impact on the world and people around us through the clothes we wear."
IDENTITY took place on Saturday 2 March 2019 at the National Trust's Como House. The show raised funds for the National Trust of Australia's Indigenous Heritage community conservation programs.
IDENDITY's official sponsor was the online, Australian brand Moments Condoms which offer vegan condoms. Moments aim to empower women to buy condoms from the comfort of their own home and most importantly, to protect their sexual health.