‘Not My King’: Fashion Chain Takes Aim at Monarchy in Ongoing Campaign

Fashion label Dangerfield, which has multiple outlets across Australia and New Zealand, has used the King’s image in a new marketing campaign.

Britain's King Charles III delivers a speech while attending a Parliamentary reception hosted by Australian Prime Minister Anthony Albanese and partner Jodie Jaydon at Parliament House in Canberra, Australia on Oct. 21, 2024. (AAP Image/Lukas Coch

The Australian Monarchist League has responded to major fashion chain Dangerfield’s latest anti-monarchy sales campaign.

In the lead-up to the celebration of King Charles’ birthday, held on June 9 across much of Australia, Dangerfield—which specialises in alternative, quirky and vintage-style fashions—ran an advertisement featuring images of the King with a strip of writing across his face reading: “Not my King.”