What does it mean to be an elite athlete in 2026? For the women of the West Coast Eagles AFLW team, it’s about much more than football.
They’re athletes, but they’re also students, professionals, mentors, daughters, leaders, creatives and role models and so much more. Every day, they balance training, recovery and competition alongside careers, study, family responsibilities and community commitments.
As Premier Partner and Official Coaches Partner of the West Coast Eagles AFLW team, and through its sponsorship of AFLW player Charlotte Thomas, Hawaiian saw an opportunity to bring its partnership to life through Claremont Quarter.
Bringing together AFLW players and some of Claremont Quarter’s leading fashion retailers, the More Than the Game campaign tells the stories behind the guernsey and showcases the diverse paths women can take to achieve success.
Shop the Campaign
Look 1
Courtney Rowley wears: ONE OF OTHERS ‘Maeve’ top, $250 and ‘Bridgitte’ pants, $270, from DAVID JONES. BASSIKE ‘raglan’ knit, from DAVID JONES. NEW BALANCE sneakers, from HYPEDC.
Look 2
Lauren Wakfer wears: UNISON jacket, $179.95 and skirt, $99.95, from UNISON. MITCHELL & NESS WCE 1996 Centenary Rugby Polo, $109.99 from REBEL SPORT. NEW BALANCE sneakers, from HYPEDC.
Look 3
Amy Franklin wears: THE FRANKIE ‘Monterey’ blazer, $799, BASSIKE pants, $395, from DAVID JONES. NEW BALANCE hoodie, $89.99, from REBEL SPORT. NEW BALANCE sneakers, from HYPEDC.
Look 4
Georgie Clever wears: THE UPSIDE ‘Rever’ Josette V Neck Sweater, $189.99, from DAVID JONES. DISSH short, $129.99, FROM DISSH. NEW BALANCE sneakers, from HYPEDC.
Look 5
Ella Roverts wears: REBECCA VALLANCE BLAZER, $899, FROM REBECCA VALLANCE. SABA ‘Mariya’ skirt, $299, from SABA. NEW BALANCE sneakers, from HYPEDC.
Look 6
Ella Slacombe wears: ONE OF OTHERS ‘Odessa’ top (worn as dress), $300 and LIONESS ‘Outbound’ jumper, $79, from DAVID JONES. NEW BALANCE sneakers, from HYPEDC.
Look 1
Courtney Rowley wears: ONE OF OTHERS ‘Maeve’ top, $250 and ‘Bridgitte’ pants, $270, from DAVID JONES. BASSIKE ‘raglan’ knit, from DAVID JONES. NEW BALANCE sneakers, from HYPEDC.
Look 2
Amy Franklin wears: THE FRANKIE ‘Monterey’ blazer, $799, BASSIKE pants, $395, from DAVID JONES. NEW BALANCE hoodie, $89.99, from REBEL SPORT. NEW BALANCE sneakers, from HYPEDC.
Look 3
Lauren Wakfer wears: UNISON jacket, $179.95 and skirt, $99.95, from UNISON. MITCHELL & NESS WCE 1996 Centenary Rugby Polo, $109.99 from REBEL SPORT. NEW BALANCE sneakers, from HYPEDC.
Look 4
Georgie Clever wears: THE UPSIDE ‘Rever’ Josette V Neck Sweater, $189.99, from DAVID JONES. DISSH short, $129.99, FROM DISSH. NEW BALANCE sneakers, from HYPEDC.
Look 5
Ella Roberts wears: REBECCA VALLANCE BLAZER, $899, FROM REBECCA VALLANCE. SABA ‘Mariya’ skirt, $299, from SABA. NEW BALANCE sneakers, from HYPEDC.
Look 6
Ella Slocombe wears: ONE OF OTHERS ‘Odessa’ top (worn as dress), $300 and LIONESS ‘Outbound’ jumper, $79, from DAVID JONES. NEW BALANCE sneakers, from HYPEDC.
Campaign Credits
Stylist: Teagan Sewell assisted by Millie Cait
Photographer: Chantel Concei assisted by Daniel Njegich
Makeup: Carol Mackie assisted by Ash Brockman and Stefania Cagnana
Hair: Dan Hemsley @ Maurice Meade assisted by the Maurice Meade apprentices
Video: Franz Bato
Where Fashion Meets Purpose
As Perth’s premier fashion and lifestyle destination, Claremont Quarter has long championed creativity, individuality and self-expression.
More Than the Game provided a unique opportunity to bring together two worlds that share those same values: fashion and sport.
Working alongside West Coast Eagles AFLW players and a collective of Claremont Quarter retailers, the campaign celebrates the confidence and ambition that define today’s women.
Styled in looks from participating retailers, the players step beyond their sporting identity to share a more personal side of themselves. The result is a powerful reminder that women are never defined by a single role. They are multifaceted individuals with passions, aspirations and responsibilities that extend far beyond what others see.
For young girls, that message matters.
The Power of Partnership
This campaign is a reflection of what can happen when strong partnerships come together around a shared purpose.
As part of Hawaiian’s partnership with the West Coast Eagles AFLW team, Claremont Quarter was uniquely positioned to bring the concept to life through its community of leading fashion and lifestyle brands.
The support of participating retailers was instrumental in transforming the vision into reality, providing not only the fashion featured throughout the campaign but helping create a platform that celebrates female achievement, individuality and possibility.
Together, Claremont Quarter, Hawaiian, the West Coast Eagles AFLW team and our retail partners have created a campaign that goes beyond fashion or football. It is a celebration of women, the many hats they wear, and the positive influence they have in their workplaces, homes and communities.
Inspiring the Next Generation
Every young girl deserves to see role models who reflect the many possibilities available to her.
Whether her dream is to play elite sport, build a career in business, work in fashion, pursue a creative passion or lead in her community, she should know there is no single path to success.
The women featured in this campaign embody that idea. By sharing their stories, they are showing the next generation that success comes in many forms and that strength, leadership and confidence can be expressed in countless ways.
At Claremont Quarter, we’re proud to help create platforms that celebrate and elevate women, while inspiring young girls to dream big, back themselves and embrace every opportunity that comes their way.
Because the women shaping the future of the game are also helping shape the future of our communities.
And that’s something worth celebrating.
