Phoebe Tonkin named as new face of R. M. Williams

Phoebe Tonkin in new campaign for R. M. Williams. Courtesy of R. M. Williams

Phoebe Tonkin has been unveiled as the new face of R.M. Williams.

The Australian actress, perhaps best known for playing Hayley Marshall in The Vampire Diaries, will front the footwear and clothing company's upcoming Undeniable Character campaign, making her the first woman to officially represent the label in its 88-year history.

"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," she said. "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."

Phoebe follows in the footsteps of Hugh Jackman, who was named as a brand ambassador in March 2019. The first images from the 30-year-old's campaign will debut in April, with chief marketing officer Mat Hayward excited to see the response.

"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," he added. "Whilst we started as a unisex brand focused on classics with function and style, women's has grown into a key category. Fifty per cent of our traffic is female, so it is important we have a female lead who resonates directly with this customer."

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