Fashion week is a rite of passage for designers, but does it pay off?

With costs of up to $50,000 and no certain return on investment, is it viable for brands to show at Australian Fashion Week?

Lauren SamsFashion editor

Nov 4, 2022 – 5.00pm

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For a designer, showing at Australian Fashion Week is a rite of passage, and a mark among industry peers that they have, in many senses, made it.

It is also incredibly expensive, with the average show costing a minimum of $50,000, a significant outlay for an independent designer without private funding. Considering the manpower, time and finances invested in what usually amounts to a 10-minute show, is it worth it for designers to appear at fashion week?

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Lauren SamsFashion editorLauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. Lauren has worked as a features editor and fashion journalist for ELLE, marie claire and more.