‘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.”

As of June 10, the ad was still the main image on the retailer’s website, where it was used to advertise fast fashion for up to 60 percent off.

Dangerfield has stores across Australia and New Zealand and operates a popular online store.

The slogan echoes that of former Greens deputy leader, Senator Lidia Thorpe, who heckled King Charles during an official visit with screams of “not my King” as he gave an address in Parliament last year.

“I wanted to send a clear message to the King of England, that he is not the king of this country,” Thorpe told media shortly after the incident.

A screenshot showing the Dangerfield website's advertisement as seen on June 10, 2025. Screenshot/The Epoch Times

The slogan has been adopted by those who support replacing the monarchy with an Australian republic, a previous referendum on the matter proposed a model where a president was “appointed by a two-thirds majority of the members of the Commonwealth Parliament.”

The Epoch Times contacted Dangerfield for comment.

Not the First Time, Says Monarchist Group

Alexander Voltz, composer and spokesperson for the Australian Monarchist League (AML), says it’s not the first time Dangerfield has used anti-monarchy sentiments in its advertising.

Shortly after the 2022 death of Queen Elizabeth II, the clothing retailer also launched a “similarly distasteful” campaign, according to Voltz.

“The Australian Monarchist League supports the free discussion of ideas, though we do wonder just how much constitutional, legal, historical, macroeconomic and geopolitical expertise these alternative fashion labels, like Dangerfield, actually have,” he told The Epoch Times.

“Before denigrating our constitutional monarchy, we should recognise that the Crown, enshrined in the Australian Constitution, has stably guided our federated nation’s development for 124 years.

“Can it be said with certainty that an Australian presidential republic, designed by politicians and for politicians, would perform just as well? The answer is no.”

Voltz said the campaigns may not be the golden ticket to sales that Dangerfield thinks.

“They lost many customers when they [ran a campaign based on the Queen],” he said.

“They'll lose more again due to this latest stunt.”

According to Roy Morgan research conducted across 2024 and 2025, a majority of Australians still support a monarchy.

Of the 1,312 Australians asked, 57 percent were in favour.