Calli partners with Wear It Purple to launch an exclusive 3-part range and #voCALLIse social media campaign, with a percentage of all proceeds donated to the charity

Kicking off their social media content campaign the day after Valentine’s Day, Calli, one of Australia’s leading womenswear fashion brands have partnered with renowned charity, Wear it Purple, to launch three exclusive rainbow designs as we approach the most colourful and love-fuelled event of the year - Mardi Gras. 

Adorning the three brand new designs for a combined social media audience of over 300,000, are thirteen of Australia’s leading digital fashion and social media influencers from the LGBTQIA+ community. The talent pool, carefully curated by Calli’s internal creative team will come together to share words of individuality, creativity and inclusivity while adorning the new unisex Calli designs, which include the Calli Rainbow Oversized T-shirt, the Calli Rainbow Embroidered T-shirt and the Calli Rainbow Pullover Jumper. 

Newly appointed head of creative at ABA Labels and Calli, Sara Wilson, says: "Beyond a devotion to premium design, we at Calli and ABA Labels are committed to socially responsible business initiatives for the future of fashion. Our fundamental ethos is to unite the concept of accessible  fashion with social responsibility in the Australian and global fashion market, and we are delighted to support Wear It Purple with our Rainbow collection, to help create safe spaces for the LGBTQIA+ community."

Lara Husselbee, secretary and board of director at Wear It Purple, says “We are super excited for the partnership with Calli and their beautiful genuine influencers, Tomi, Tania & Grace (to name just a few) in the #voCALLIse campaign. 11 Years on from our launch, Wear It Purple exists to draw attention and awareness to LGBTQIA+ youth issues. With support like Calli donating $5 from every purchase of their Embroidered Rainbow T or Classic Rainbow Jumper to Wear It Purple, we are helping youth to realise that they have support, and that they are being heard. Together, we are helping our mission to foster safe, supportive and empowering environments whenever and wherever rainbow young people need them the most.”

 

Joining the Calli brand on their mission of individuality, creativity and inclusiveness are thirteen leading Australian fashion and lifestyle influencers, which include Tomi Grainger, Grace Hyland, Tania Safi and Rocky, all supporting the partnership via the hashtag #voCALLIse, which will run across Instagram, TikTok and Facebook. 

Tania Safi and wife Rocky will form part of Calli X Wear It Purple’s social media campaign

Sara Wilson continues, “Occasionally, daily life allows us to feel pressure from society, but our Calli 2021 Rainbow campaign is all about enjoying every moment, because every moment is a chance to celebrate. Working with a selection of strong and aspirational individuals to create their own rendition of bold, inspirational content allows them to share their own stories of love, community and individuality” 

 

The new Calli Rainbow range is available now from: https://callithelabel.com.au/ while stocks last. 

About Calli

Calli is a brand that makes its mark with its understated approach to life. Designed in Australia, for Australians, Calli is made for those with a laidback lifestyle. Emphasising casual style, Calli showcases everyday denim, on-trend sweats, throw-on fashion tees and jeans for every body. In this collection expect luxe fabrics and flattering silhouettes, ranging from effortless pieces to fashionable style for your next event. Beyond a devotion to premium design, we are committed to socially responsible business initiatives for the future of fashion. You can find out more about what we are doing here.

About Sara Wilson

Sara Wilson is a Creative originating from the UK. Her previous brands include New Look, Jigsaw & Sheridan. Starting her career as a fashion stylist in London, this opened the door to art direction which opened the door to creative content production. As an all-rounder, Sara has developed the creative direction for brands and implemented them through savvy production & clever marketing, delivering high impact brand aesthetics which have directly impacted sales, brand NPS scores and social engagement.