Hands up all who felt utter and absolute embarassment at the newly launched Tourism Australia ad? There’s so much to love about this country, but these ads seem to continually want to present our nation as something akin to cheap and cheerful. In an attempt to offer a “unique” and “iconic” perspective, Tourism Australia instead capitalised on tacky stereotypes and the colloquialisms that don’t really represent the real Australian sentiment.
So how is it that a piece of clothing can so easily personify our culture while a 60 second ad, made by sharp minds with millions of dollars, fails miserably to hit the mark? Maybe TA should be taking a post-modern approach to marketing, like Nathan Smith does with the design of his clothes. Like the campaign There’s Nothing Like Australia, Smith’s summer is an ode to our country, inspired by the outback and the richness of our environment. But do you see any brash, bold prints or Dundee style references?
The ideas aren’t too literal but it’s easy to sense a feeling of national pride. The colour palette of earthy tones and use of natural fibres lends an an ease of spirit and refinement, and Smith’s style is grown around the relaxed, casual demeanour of the country he designs for. Based around wardrobe staples, or essential aesthetics, summer is about comfortability and versatility. A subtle but dignified chic and sexiness. With a little bit of athletic charm. That’s the Aussie spirit!
Choose from slouchy tees, relaxed-fit maxi dresses, and striped sweatshirts featuring exaggerated necklines and low-cut armholes. For guys, shorts, blazers and classic shirts. Smith doesn’t discriminate against age or gender with his collections; it’s practical fashion for all, that won’t go out of style. It’s a really simple concept, executed to perfection. So if we can export this idea of Australian culture and lifestyle through dress, why can’t our media agencies mirror this attitude?
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