Australian Fashion Week’s renewed focus on taking local design global
The new and revamped Australian Fashion Week schedule has been officially announced
Australian fashion is well and truly on the map, with a revamped Australian Fashion Week in May revealed today with industry heavyhitters the major focus.
The freshly invigorated event, which has been taken over by the Australian Fashion Council after IMG backed out late last year, includes a brand new identity under the newly appointed Australian Fashion Week chief executive Kellie Hush and will refocus on established Australian brands, with the likes of Lee Mathews, Bassike, Aje and Romance Was Born spearheading the schedule.
The schedule will operate on a reduced timeline of four days, instead of the traditional five, with a laser focus on quality not quantity.
“Four full days of amazing Australian fashion is an incredible achievement in year one,” says Hush. “2025 will be a step change to a reinvented fashion week in 2026. We want to ensure Australian Fashion Week now and into the future has a stable foundation so that generations of Australian designers can build their businesses around it.”
The schedule was launched at a Sydney breakfast attended by Minister for the Arts John Graham, as well as industry leaders.
Similar to the Council of Fashion Designers of America (CFDA) in New York and the British Fashion Council in London, the AFC will now operate Australian Fashion Week, bringing it in line with global leaders of fashion and ensuring the schedule promotes Australian fashion in a true and sustainable way.
A focus on wholesale is key for the AFC, ensuring smart supply lines both domestically and internationally to funnel direct revenue to Australian designers, says Edwina McCann, editorial director of Vogue Australia.
“The renewed focus on established Australian designers who have strong retail networks and international connections is so important, as it justifies buyers from around the world to make the journey to Australia to discover what we have to offer, which is a rich and creative design landscape uniquely positioned to be the leader of resortwear globally.”
For established stalwart, Bianca Spender, the decision to show under the newly minted fashion week schedule was a no-brainer.
“Throughout this new phase there’s been extensive designer consultation. My hope is that this can amplify the voice of designers to propel the industry forward. For me, an industry and trade focused strategy is significant. Ensuring brands investing in presenting their collections can captivate in a meaningful way,” Spender says, confirming the label will show off-site for the first time in 17 years.
A new group show format will also debut, with a show dubbed ‘The Frontier’ featuring a number of established and semi-emerging Australian and New Zealand based brands with strong identities in the Australian fashion industry. These include Paris Georgia, Esse, Matin, Wynn Hamlyn, Common Hours, Courtney Zheng and Amy Lawrance, who was a breakout designer from last year’s Next Gen show.
“This isn’t just about showcasing our collection — it’s about connecting with our Australian community in a meaningful way and sharing our vision,” says Kiwi Paris Georgia designers Paris Mitchell Temple and Georgia Cherrie.
Joe Farage of menswear brand Farage is showing on the schedule for the first time, and will be showcasing both men’s and womenswear for their runway debut.
“We will be celebrating the Australian heritage and craftsmanship of Farage with a modern and contemporary approach. We wanted to be a part of the schedule this year to support the industry that has supported us,” Joe Farage tells The Australian.
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