Phoebe Tonkin is the newest R.M. Williams ambassador. Image supplied.
Australian heritage brand R.M.Williams has announced actress Phoebe Tonkin as their newest ambassador. She is the first female to be given the official title in the brand’s 88-year history. Phoebe joins Hugh Jackman as an international face and spokesperson for R.M.Williams’ Undeniable Character campaign which is out now.
Undeniable Character was launched in 2019 and brings to life the enduring quality of R.M.Williams through the stories of its people, processes and products. The brand honours the tenets of grit, tenacity and a pioneering spirit with Undeniable Character which champions the qualities within that mirror the characteristics of Reginald Murray Williams himself.
The addition of Phoebe to the Undeniable Character family was the brand’s way of celebrating the strong women who have been part of R.M.Williams since the beginning. Phoebe represents a new generation of Australian spirit and the very traits that define the brand’s DNA – strength, tenacity, exploration and humility.
She grew up fascinated by storytelling and dreaming of journalism before pursuing acting which saw her move to Los Angeles at 22 to pursue her dream. Phoebe has had key roles in acclaimed movie and TV series, both in Australia and abroad, including STAN series Bloom and the international Emmy nominated series Safe Harbour. She has also had lead roles on US television shows including CW series The Originals and The Vampire Diaries, as well as guest lead roles in The Affair, Stalker, Westworld and The Secret Circle. Phoebe’s also had leading roles in feature films Bait, Take Down and The Ever After. She recently completed her writing and directing debut with her short film Furlough, a passion-project that has allowed her to bring her love for storytelling to the forefront in a new and impassioned way. It’s also perfect timing for her new role as an R.M.Williams Undeniable Character.
“R.M.Williams is a brand I’ve grown up with and embodies all that I love about being Australian – from the commitment to preserving and championing our land to the culture of friendship we are lucky to have,” says Phoebe Tonkin. “While I’ve been coined as the first female ambassador, the truth is that there are hundreds of hardworking females and Undeniable Characters who have fed into the rich history of the brand. R.M.Williams’ commitment to exposing and fostering both new and past Undeniable Characters was something that was immediately appealing. My craft values storytelling above all else, so I was hugely flattered to be part of that.”
R.M.Williams’ Chief Marketing Officer Mat Hayward adds, “Undeniable Character goes to the heart of the R.M.Williams brand – the grit, the hard work and the tenacity that went in to creating the best boots in the world.
Whilst we started as a unisex brand focused on classics with function and style, women’s has grown into a key category. 50% of our traffic is female, so it Is important we have a female lead who resonates directly with this customer. For us, Phoebe is the perfect embodiment of Undeniable Character and what it means as a brand, and we’re thrilled to welcome her into the R.M.Williams family.”