Aussie fashion designer says Sydney’s design industry must find a ’solution’

Aussie designer Pip Edwards says Sydney’s design industry must find a solution after the future of Australian Fashion Week was thrown into disarray when IMG made a shock departure.

Woman about town Pip Edwards says Sydney’s design industry must find a “solution” after the future of Australian fashion week was thrown into disarray when IMG, an American media company that has operated the event for decades, suddenly pulled out from the event.

Edwards is among dozens of Aussie designers hoping the Australian Fashion Council will take over the role after the Sydney-based runway played a pivotal role in the fashion community for more than 20 years.

The event has played a pivotal role in the glamorous 44-year-old’s career, serving as a launch pad for her business P.E Nation, which she stepped down from in August.

“In 2016 it was the first time we were able to showcase the brand and put the brand forward, and then prior to my stepping away, the big rebrand from the last show was just magical and iconic,” Edwards told Confidential.

Fashion designers, Edwina McCann, Bianca Spender and Pip Edwards. Picture: Justin Lloyd.

“The platform that it (AFW) offers not only showcases and amplifies brand’s, but it’s a launching pad, and it’s our right to have one.

“We’ve created some amazing global brands over the years so we need a solution.”

After recently returning to Ksubi as creative director, the same brand where she first started her fashion career two decades ago, Edwards admits that IMG’s departure was still a“shock”.

“I didn’t think it would actually happen,” she said.

A model at the P.E Nation show during 2024 Australian Fashion Week at Carrigeworks. Picture: Richard Dobson

“I think what happens in these challenging times is that actually you start to think even more creatively. So I’m sure, and 100 per cent certain, something even better is going to come out of this, especially because everyone’s so passionate.”

P.E Nation designer Pip Edwards following her show at 2024 Australian Fashion Week at Carrigeworks in Eveleigh. Picture: Richard Dobson

While many have described IMG’s exit as “rushed,” Edwards said it’s simply the nature of fashion.

“Fashion is always a rush. We’re always trying to catch our tail and you rise under pressure. I think everyone’s starting to plan for it and come together as a community.”

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