Australian Fashion Week becomes more exclusive as ownership returns to local industry

Australia Broadcast Center

20-05-2025

Australian Fashion Week (AFW) made its annual return last week, but things looked different this year, and it wasn't just the trends.
Carriageworks in Sydney was still lined with industry professionals, influencers and fashion lovers strutting the street in their different outfits.
But there weren't as many people in attendance, there was a slimmer schedule, and the shows were all invite-only — a change from how it has been run previously where the public could buy tickets.
Late last year, the future of fashion week was uncertain, after the New York media agency IMG announced it would no longer run the event, which it has owned since 2005.
But soon after that, not-for-profit Australian Fashion Council (AFC) stepped in, announcing it would take ownership of it, in partnership with Destination NSW.
After announcing the new ownership, AFC chief executive Jaana Quaintance-James began signalling to the industry the event would focus on sustainability and commercial value.
"Our vision is to create an event that not only celebrates our incredible talent but also positions Australian fashion as a global leader, delivering meaningful economic and social benefits for our industry and beyond," Ms Quaintance-James said in a press release.
"Fashion Week is so much more than runways and high heels — it's a vital creative platform that shines a global spotlight on Australian fashion."
As the first Australian Fashion Week run by an Australian body in more than 20 years, there was a shift away from the usual larger spectacle, with more focus on those who work in the industry.
There was a slimmer schedule of shows, too, partly because of the tight turnaround AFC had to deliver the event. All shows were also invite-only, making it more difficult for the public to find ways to participate.
One fashion show-goer at Carriageworks said the changes are "unfair" to those who do want to go. Another welcomed the move, saying "it makes it more exclusive, and on the scale of New York".
Earlier this week, AFW chief executive, Kellie Hush, said the week was a "trade event" and not "fashion entertainment".
"Given the short runway of just four months we had to organise AFW2025, it was decided to simplify the event and focus on the [industry trade] component," AFW said in a statement.
In coming months it will liaise with industry to see how best to approach the event going forward.
"In respect to future years, we know it's extremely important that Australian fashion engages with Australian consumers."
The backdrop to the event was the wide-reaching impact of the US-imposed tariffs that are hitting a multitude of industries, including fashion.
The Australian fashion industry is worth about $28 billion and more than $7 billion of this is from exports, according to the AFC.
The threat of future tariffs on the industry, combined with a cost-of-living crisis, leaves customers with less to spend, and the industry at an uncertain spot.
"We are not set up to make a profit out of Australian Fashion Week; we are here to serve the industry … and make sure it's strong for the future," Ms Hush said.
"The domestic customer is really important … what's happening internationally is unpredictable."