It Doesn’t Get More Aussie Than R.M. William’s New ‘The Land We Call Home’ Campaign
R.M. Wiliams is celebrating the spirit of rural Australia with its latest seasonal campaign. Entitled ‘The land we call home’, the new campaign drop showcases the AW23 collection, worn by a diverse group of talented Australians and captured against the rugged beauty of a working cattle station.
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While the setting does make for an interesting backdrop, there’s an additional significance for this new collection. According to the much-loved bootmaker and clothing line, the new range is its most locally sourced yet, with more than half of the products in the AW23 range crafted in Australia. The majority of these products arrive directly from the workshop in Adelaide, South Australia, while the remaining came by way of artisanal manufacturers in both Sydney and Melbourne.
The campaign was shot on location at Waterloo Station, in the New England region of New South Wales. With its sprawling lands, historic homestead and restored farm buildings playing the backdrop to the campaign. A diverse cast of local stockmen and women feature throughout the campaign, captured across a working day on the land, mustering cattle, working in the woolsheds as well as softer moments of relaxation at the family homestead.
New styles from the R.M. Williams AW23 collection are present throughout, as the local stockmen and women rely on the new range of footwear, apparel and accessories and easy-to-wear silhouettes, hallmarked by natural fibres and versatile fits.
The brand’s iconic leather boots anchor the range, with several hardwearing men’s styles returning including the Comfort Turnout, Rigger Commando and the rugged Arnhem Boot, available in a new Caramel shade. For women, the new boot offering is highlighted by colour updates to the popular Maya and Lana boot shapes in addition to the launch of two new high-top boots, the elegant suede Tabbita and the heritage-inspired Minburra, which both feature decorative stitching and contrasting leather details.
Men’s apparel features refreshed classics including the cotton rugby as well as a diversified range of shirts and a line-up of outerwear styles engineered for warmth and comfort. While the women’s apparel includes elegant new knitwear silhouettes, heritage-inspired blouses and new leather accessories. The AW23 collection also features a refreshed range of denim staples crafted for both men and women, including the Sefton Jean Jacket for women and the Ramco Rigid Jean Jacket, which is a rugged update on the brand’s bestselling shape for men. ‘The land we call home’ collection is now available online and in R.M.Williams stores across Australia, New Zealand and the UK.