R.M. Williams ‘The Land We Call Home’

R.M. Williams has launched a new seasonal campaign that showcases the beauty of life in rural Australia.

Mar 24, 2023

Entitled ‘The land we call home’, R.M> Williams’ new campaign is a love letter to the brand’s heartland origins, with the AW23 collection captured on a working cattle station. Worn by a diverse group of talent and real Australians, the new range of footwear, apparel and accessories is hallmarked by natural fibres, versatile fits and an ever-strong appreciation for quality.

In a further development for the brand’s long serving commitment to Australian craftsmanship, this collection is R.M. Williams’ most locally-sourced yet, with a majority of styles produced on Australian shores. This launch is the natural next step for the new R.M. Williams brand strategy, ‘Crafted for life’ which launched in November 2022. Values of quality and endurance are ever-present, as R.M. Williams works to create products with integrity and purpose whilst ensuring a more prosperous future for people, planet and community.

61% of products in the AW23 range have been crafted in Australia, in a major step forward for the brand’s commitments to local craftsmanship. Over half of these products have been made by teams of highly skilled craftspeople in the R.M. Williams workshop in Adelaide,
South Australia, with the remaining products were made in partnership with artisanal manufacturers in Sydney and Melbourne. An increasing number of shirts, denim pieces and other apparel styles are largely to thank for this growth, joining a signature range of leather
boots and accessories that have been crafted on Australian shores since 1932. The brand hopes to maintain this momentum over the coming years through further developments to its iconic Adelaide workshop location.

New styles from the AW23 collection are present throughout, as our cast rely on easy-to-wear silhouettes and durable fabrications to support them throughout their day. The tone of the images is natural and authentic, aligned to R.M.Williams’ enduring product
offering, crafted with integrity and purpose.

The new collection is hallmarked by an appreciation for endurance, both in terms of product longevity and timeless style. The brand’s iconic leather boots anchor the range, with several hardwearing men’s styles returning for the Autumn/Winter 2023 season, including the Comfort Turnout, Rigger Commando and the rugged Arnhem Boot, available in new shade Caramel. The women’s boot offering is highlighted by colour updates to the popular Maya and Lana shapes in addition to the launch of two new high top boots, the elegant suede Tabbita and the heritage-inspired Minburra, with decorative stitching and contrasting leather details.

Amongst the apparel assortment for men are refreshed classics including the cotton rugby, a diversified range of shirts and a line-up of outerwear styles engineered for warmth and comfort through the colder months of the year. Highlights for women include elegant new knitwear silhouettes, heritage-inspired blouses and new leather accessories, designed to complement a growing collection of leather boots.

A refreshed range of denim staples for both men and women provides the foundation for AW23 dressing and leads the brand’s growing assortment of locally-produced apparel, with all new season denim styles crafted on Australian shores. New silhouettes include the
Ramco Rigid Jean, a hardier update on the brand’s bestselling shape for men, and the Sefton Jean, a modern take on the barrel leg shape, set to diversify the womenswear offering.

Crafted to be worn and truly lived in, the range has been photographed on a host of real Australians, who showcase the versatility and universal power of a quality pair of jeans.

As part of R.M.Williams’ Crafting a Better Future strategy, the brand has also approached fabric and fibre sourcing for the range with a refined focus on quality and longevity. From premium Merino wool yarns to consciously sourced recycled polyesters, the range is a
celebration of endurance, comfort and ease of wear.