A fire captain who helped save homes, a volunteer who made meals, and traditional land owner are the new faces of the iconic fashion label's 2020 campaign that was shot in Glen Alice, a small community at the base of the Blue Mountains in the Capertee Valley.

Country Road Managing Director, Elle Roseby said the brand was proud to be able to use their voice to shine a light on fire-affected areas.

"When we heard Steve talking about the importance of regeneration, it really hit home for us and that was honoured in this year's Spring campaign name. It provides a sense of moving forward, of growth - and that's exactly what you see from the people of Glen Alice, and no doubt, other fire-affected, communities," Roseby said.

"The incredible stories that are told in this year's campaign quite simply couldn't have been told without the people at the heart of them," added Roseby.

Steve Dalli, who is the captain of the Capertee Fire Brigade, said to see the regeneration taking place is 'absolutely fantastic'.

"Being a firefighter during recent times has been particularly stressful. After two and a half years of drought and the bushfires, to now see the trees and local bushland slowly coming back to life is absolutely fantastic and seeing our community's story at the forefront of the Country Road campaign for the world to see is quite an honour," said Dalli.

During the fires, local farmer and mother of four Terrie Wallace led a group of volunteers to help cook meals for RFS firefighters and wash fire trucks.

"I was blown away with how Country Road has developed our story and how they've used real people and their clothes to showcase how fabulous our community is," Mrs Wallace said.

Traditional land owner and renowned artist Peter Swain talked of the importance of regeneration.

"The land itself is healing after the fires. Regeneration is about us as people engaging with the land and the animals in a way again that we are equals and that we are growing together. We must put magic back into the land," said Swain.