Australian Fashion Week (AFW) has returned with a fresh direction for Resort 2026, now under the stewardship of the Australian Fashion Council (AFC). This marks a new chapter for the iconic event after IMG, its longtime organizer, exited in November 2024, leaving the future of AFW uncertain. That same month, the AFC stepped in to take the reins, supported by the broader Australian fashion community and the New South Wales Government.
According to AFC CEO Kellie Hush, who began her role in January, the Council swiftly engaged with stakeholders to begin designing a reimagined blueprint for AFW. This new vision will begin materializing on 12 May, with a grand opening show by Carla Zampatti followed by a celebration. Runway programming will officially start from 13 to 16 May at Carriageworks in Sydney.
This year’s lineup includes a blend of seasoned Australian designers like Lee Mathews, Aje, and Albus Lumen, along with emerging labels such as Amy Lawrance and Common Hours. Notably, First Nations designers Ngali, Liandra, and Joseph and James will each present solo shows instead of a joint showcase — a shift initiated by their request for individual spotlighting, which Hush anticipates will be among the week’s highlights.
AFW 2025 features 30 on-schedule brands, 320 buyers, and over 1,300 registered industry delegates. Additionally, more than 2,700 consumers have signed up for the Fashion Pass, granting them access to site activations and live-streamed shows at the Sydney venue. While runway access remains invite-only, the livestream feature opens the event to a broader audience.
Amy Campbell, who debuted at last year’s New Gen show, expressed enthusiasm about participating this year, seeing the AFC-led transition as an opportunity to reset and define the future of Australian fashion. Newcomer Courtney Zheng also praised the renewed emphasis on design integrity over spectacle, describing AFW as the country’s most important industry event.
To reshape the event in line with industry needs, the AFC conducted a survey at the end of 2024. The results showed a strong preference for a return to a more commerce-focused fashion week. According to Hush, the event had drifted toward being more of a consumer spectacle, whereas designers and brands seek a platform that prioritizes wholesale opportunities and international exposure.
Australia’s fashion and textile sector contributes AU $28 billion to the economy, employs over half a million people, and exports AU $7.2 billion annually. With the right support, including through AFW, Hush believes the industry can expand to AU $38 billion over the next decade. She emphasized that this year’s AFW, for the first time in its 30-year history, is operating as a not-for-profit event. This move aims to center the interests of designers and highlight brands prepared for wholesale partnerships.
To encourage more participation, AFW has introduced “The Frontiers,” a curated group show organized by PR expert Robyn Catinella. This showcase includes brands such as Amy Lawrance, Courtney Zheng, Common Hours, Esse, Matin, Wynn Hamlyn, and Paris Georgia — all selected for their potential appeal in international markets. Production costs, including for models, are covered by AFW to lower financial barriers for participating designers.
Catinella acknowledged that group shows have historically suffered from a lack of prestige but sees this as a chance to redefine expectations. Her goal is to create an elevated experience that emphasizes individual brand stories, while efficiently capturing the attention of international buyers with limited time.
Zheng, who is set to show in Paris this June, hopes the international exposure from AFW will build momentum heading into global markets. This season, 11 international buyers — representing platforms such as Ssense, Moda Operandi, Net-a-Porter, Harvey Nichols Kuwait, and The Rosewood — are attending. Catinella, who also led the international buyer outreach, aimed to broaden the event’s geographic reach, including emerging markets in the Middle East.
New wholesale strategies are also being explored, including partnerships with luxury hotels and experiential retail environments. The results have been promising. Even buyers unable to attend this season have expressed interest in future editions, including several who had not previously considered engaging with Australian fashion on a wholesale level.
Despite the condensed timeline for preparation, the industry’s response has been enthusiastic. For Hush, this year’s AFW is only the beginning. She sees it as a foundational step toward restoring the event’s place on the international fashion calendar.
“Our goal is to ensure that AFW becomes the must-attend showcase for Australian resort collections every year,” Hush said. “This season is just the beginning of something bigger.”
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