When you picture Sydney, what comes to mind? Probably the Opera House, the Harbour Bridge, or Bondi Beach. The Australian Fashion Council (AFC) certainly thinks so. In its second year running Australian Fashion Week (AFW), the council has moved the event from the industrial Carriageworks to the Museum of Contemporary Art, which sits right in front of those iconic landmarks.
The AFC hopes this change will boost the week’s global appeal for press and buyers, helping brands grow not just in Australia but around the world. “We know from past shows at Sydney landmarks—like Bondi Born and Carla Zampatti last year—that those images travel globally,” says AFW fashion director Kellie Hush. “There’s nothing more iconic than a model with the Opera House or Sydney Harbour Bridge in the background.”
The AFC took over AFW just six months before the 2025 event, after IMG, which had run the week for nearly 20 years, pulled out in November 2024. Under IMG, many brands found the terms too expensive to participate. Now, as a non-profit, the AFC wants to make AFW more accessible and turn it into a launchpad for brands aiming to go global.
“Australia is a small country,” Hush says. “There are 27 million of us. For a business to really thrive and grow, they have to look to international markets, because with a market this size, you eventually hit a ceiling.” The catch is that expanding overseas is costly, so Hush is focused on connecting brands with wholesalers who can help with that transition. Beyond the runway shows, buyers will meet with brands in showrooms and schedule meetings—the AFC helps coordinate these too. For example, Net-a-Porter will travel beyond Sydney to Melbourne and Byron Bay while they’re in the country.
AFW runs from May 11 to 15, starting with a traditional Welcome to Country ceremony, a land acknowledgment. Then Carla Zampatti will open the week, followed by a show from occasionwear label Maticevski, whose founder Toni Maticevski returns to AFW for the first time in 10 years. The rest of the schedule includes runway shows from established brands like Aje, Bianca Spender, Beare Park, Ngali, and Nicol & Ford, alongside newer names like Courtney Zheng and Esse. Fashion favorites Alix Higgins and Iordanes Spyridon Gogos are also in the mix.
As often happens in New York and London, the official calendar will be accompanied by many off-schedule shows. Vogue Australia’s deputy editor and fashion features director Alice Birrell highlights the non-profit Indigenous corporation First Nations Fashion and Design, which will hold shows on the Sunday night before fashion week begins. “These are always powerful, layered showcases that have sparked a lot of self-reflection in the industry about the traditional lack of representation of First Nations creatives,” Birrell says. “[Designer and founder] Grace Lillian Lee leads these and is a proven changemaker.” Meanwhile, industry favorite Albus Lumen will close out the week with an off-schedule show on Friday.
Birrell is optimistic that having an industry body lead AFW will mean a renewed focus on the designers themselves. “I expect to see a refreshed and re-energized industry, with a chance to reshape its direction,” she says. “There’s been a stronger emphasis on creating a schedule with designers who have a distinct creative point of view, contribute to the conversation, and help shape what Australian fashion looks like in 2026, in one way or another.”
Vogue Australia will help round out the week with a designer dinner on Thursday and the first Australian edition of the Vogue Vintage Market on Friday morning. For those not invited to the shows, there will also be ticketed events so everyone can join in the energy of the week.
The pull Down Under
This year, 10 international buyers will attend AFW. (Hush says interest was higher, which means the event is already gaining momentum.)This means she’s keen to increase the budget next year.
The resort and lifestyle focus that runs through much of Australian fashion is a big draw for many retailers. “The aesthetic coming out of the region really fits our customer, with that easy, feminine feel that naturally matches what we do,” says Brigitte Chartrand, chief buying and merchandising officer at Net-a-Porter, who will be sending a member of her buying team. “Resort wear is a growing area for us, so it’s important to be there in person and get a real sense of what’s new and what’s connecting with the market.”
It’s the first time Kristine Humbert, buying manager at Abu Dhabi’s Tryano, is attending. She says AFW has been on her radar for a while, given Australia’s strong position in contemporary fashion. “There’s something very distinctive about Australian fashion: the balance between creativity and wearability, the ease of the silhouettes, and the attention to fabric,” Humbert explains. “Experiencing that firsthand lets us build a more instinctive and informed selection for our customers.”
Aje resort 2025.
The fact that many brands are still considered emerging by retailers is another draw for buyers, often adding a point of difference to their product mix. “Our customers come to us for discovery, so we’re always looking for emerging brands. With so much exciting talent coming out of Australia right now, it felt like the right time to be on the ground,” says Net-a-Porter’s Chartrand. Liberty London womenswear and accessories buyer Bella Kelly is also focused on discovery. “It’s absolutely worth the trip, because it lets us find both established names and emerging, niche brands that aren’t yet widely available in the UK,” she adds.
This year, AFW takes place while global travel is still disrupted by the conflict in the Middle East. For many buyers coming from Europe, travel to Australia often involves a stopover in that region. “Obviously, what’s happening in the Middle East has been a bit of a challenge,” Hush says. “I think next year will have even more demand because there’s some nervousness about being in Australia at this time, but it’s still been incredible.”
Liberty’s Kelly says that, while the team is aware of the wider global context, based on current guidance and careful planning, they felt comfortable going ahead with travel. “AFW remains an important moment in the fashion calendar, and it felt valuable to keep supporting and engaging with the global fashion community in person,” she says.
Another challenge is often getting brands to show in the first place, Hush says, because of the high cost involved. “It’s not Paris, there’s no billion-dollar budgets,” she explains. Her goal is to get some of the bigger brands on the schedule alongside mid-size and emerging labels. Still, AFW received about 200 applications to show this season, which Hush feels was strong.
As for the week’s new backdrop, Birrell agrees with Hush that it will help put AFW on the global fashion map. “The venue, on the water and facing the harbor, will reinforce those bigger ideas about what Australian fashion is internationally: the closeness to nature, the outdoors, and an ease and abundance of sunshine,” she says. “Sunny resort-focused clothing may not represent every side of Australian fashion, but it’s an important one and has been part of some of our biggest success stories.”
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Frequently Asked Questions
Here is a list of FAQs about Australian Fashion Week written in a natural tone with clear simple answers
BeginnerLevel Questions
1 What exactly is Australian Fashion Week
Its a weeklong event held twice a year in Sydney where Australian designers show off their latest clothing collections to buyers the media and celebrities Its like the Australian version of New York or Paris Fashion Week
2 When and where does it happen
It usually happens in May and then again in other months for resort or menswear The main event is typically held at Carriageworks in Sydney
3 Can the general public buy tickets
Historically it was strictly for industry insiders However in recent years some shows offer a limited number of public tickets or you can watch live streams online You usually cant just buy a ticket to every show
4 Who are some of the biggest designers that show there
Youll see big names like Aje Zimmermann Dion Lee Camilla and Marc and Rebecca Vallance Many emerging Indigenous designers also show there now
5 Why is it different from New York or Paris Fashion Week
It has a much more relaxed beachy vibe Youll see a lot of swimwear linen and resort wear Its also smaller and more focused on the local market though its growing globally
Intermediate Advanced Questions
6 What are the benefits for a designer showing at AFW
The main benefits are massive media exposure connecting with international department store buyers and building brand credibility It can launch a small brand into the global market
7 How do designers get selected to show
Its a selective process The event organizers review applications based on the brands commercial viability creative vision and sales history You cant just pay to get in
8 What is the Country to Couture event
This is a special showcase within AFW that highlights Indigenous Australian fashion designers It blends traditional storytelling and art with contemporary fashion
9 Ive heard about see now buy now at AFW How does that work
In the past youd see a show and wait