From being dubbed “Fashion Weak” by British fashion writer Susan Owens in its infancy to becoming Australia’s sartorial answer to Paris and Milan, Australian Fashion Week (AFW) has traversed a remarkable journey. What started as a bold regional experiment is now a globally respected style spectacle. Celebrating outback aesthetics and high-gloss runway glam, the event has matured into one of the world’s most intriguing cultural and commercial forces, rewriting the narrative of what Australian fashion can be. It is no longer just about clothes but about letting the world sit up and take notice of the Australian fashion scene- designers and their craftsmanship, talent, and experimentation.
Now in its 2025 edition, AFW returns with heightened purpose, a near-cancellation drama, a legacy tribute to Carla Zampatti, and a new sponsor—Shark Beauty—signaling a fresh alignment of beauty tech and fashion futurism. From the front row at Carriageworks to live streams beamed globally, the week promises runway revelations, digital disruptions, and directional style unlike anywhere else in the world.
Australian Fashion Week At A Glance
Founded in 1996 by Simon Lock, a public relations consultant and former reporter of ski magazine, AFW began as a regional showcase to boost Australian design talent on the world stage. Its debut was scrappy, rebellious, and at times uncertain, facing everything from industry skepticism to logistical chaos. In its earliest iteration, the event was known as Mercedes Australian Fashion Week, thanks to the luxury automaker’s backing—a strategic move that aligned Australian style with global luxury branding. The association with Mercedes-Benz lent immediate credibility to a fledgling event still finding its feet. But it lacked polish; Lock’s ambition was clear: to create a platform that could elevate homegrown talent to international prominence. And while his vision paved the way, the machinery needed to evolve.
In 2005, Lock sold the event to IMG, the global powerhouse that now produces fashion weeks in New York, London, and Milan. With that sale came structure, prestige, and access to a vast international network. Since then, AFW has grown into a polished, globally respected platform, one that fuses the experimental energy of its roots with the strategic precision of the fashion world’s elite.
The Evolution of Sponsorship: The Runway Timeline
- 1996–2005: Mercedes-Benz
The luxury automaker gave AFW its first major boost, lending European gravitas to a scrappy newcomer. As the inaugural naming rights sponsor, Mercedes-Benz made it clear: Australia was no longer fashion’s afterthought—it was a destination.
- 2006–2010s: Rosemount Estate
The beloved Australian wine brand ushered in a decadent lifestyle era, where garden parties met runways and fashion fused with indulgence. Under the Rosemount Australian Fashion Week banner, the event leaned into local charm with a global wink.
With Afterpay, the runway became instantly shoppable. This was the age of fashion meets fintech, where digital democratization allowed viewers to “see now, buy now” in real-time. It marked a paradigm shift toward consumer-first fashion.
The jewelry giant brought emotional resonance to the runway. Through themes of identity and self-expression, Pandora’s involvement reflected a desire for more personal storytelling in fashion, both on and off the catwalk.
The latest chapter is all about tech-savvy transformation. Known for high-performance hair tools and sleek innovation, Shark Beauty is more than a sponsor—it’s a backstage powerhouse. Expect salon-quality styling lounges, digital activations, and a new conversation around beauty and performance.
In short, each sponsor has not only funded the fashion event—they’ve reshaped the runway’s cultural currency. In 2025, Shark Beauty signals a polished, tech-driven future for AFW that blurs the boundaries between style, utility, and spectacle.
The Australian Fashion Council: A New Beginning for AFW
As Australian Fashion Week (AFW) enters a new chapter in 2025, one of the most significant changes has been the formation of the Australian Fashion Council (AFC). Following the announcement of IMG’s exit in late 2024, the future of Australia’s premier fashion event was uncertain. However, the AFC’s involvement has paved the way for a bold and industry-led reboot of AFW.
With a mission to strengthen the Australian fashion industry, the AFC is now steering the event alongside Destination NSW. This new partnership marks a commitment to showcasing the dynamic talent in established and emerging Australian fashion while ensuring the event continues to provide a vital platform for designers to thrive. The 2025 edition at Carriageworks is set to not only honor the past but also redefine the future of Australian fashion.
By empowering local designers, fostering industry collaboration, and promoting sustainable practices, the AFC’s leadership signals a more inclusive and forward-thinking approach to AFW.
So, Back to the Present: Australian Fashion Week 2025
When and Where Is It Happening?
Venue: Carriageworks, Sydney
Dates: May 12 to 16, 2025
Expect a full week of runway shows; emerging designer-showcases, beauty activations, and cultural conversations—all set against Sydney’s urban-industrial stylish backdrop.
Who Owns and Operates Australian Fashion Week?
AFW is owned and operated by IMG Fashion Events and Properties, Asia Pacific, a division of the global entertainment, sports, and fashion agency IMG. They oversee all aspects of the event—from curation and designer selection to sponsorship and production—ensuring a global standard of execution.
The Direction and Purpose of AFW: More Than Just Clothes
AFW has always been a runway, but now it mirrors the industry’s ambitions and anxieties. In 2025, the event reflects a complex new fashion landscape that demands creativity and commerce.
AFW serves two distinct purposes for designers:
- Consumer-Focused Shows: These are tailored for audiences purchasing public tickets, driven by immediacy and digital engagement. Think see-now-buy-now fashion moments.
- Industry-Only Showcases: These invite-only shows target buyers, stylists, editors, and other insiders. The focus here is on long-lead impact and wholesale negotiations.
But even as the platform grows in prestige, the financial strain on emerging designers remains stark. The cost of participation—venue hire, model fees, production scale—can be prohibitive, often muting some of fashion’s most daring new voices. Here, the role of sponsorship becomes less about branding and more about equitable access and creative survival.
Was the Australian Fashion Week 2025 Almost Cancelled?
Earlier this year, whispers of a potential AFW cancellation sent tremors through the industry. Reduced funding, escalating production costs, and sponsorship uncertainty brought the event to a standstill—until Shark Beauty stepped in to save the season.
The last-minute lifeline not only salvaged the showcase but signaled a shift: this is not just an event of cultural importance; it is a business necessity—for designers, editors, buyers, and the greater luxury ecosystem.
What’s New in 2025?
Besides its very survival, AFW 2025 brings some big upgrades:
- 4K Livestreams + AR Enhancements: A global digital audience can enjoy front-row experiences and backstage access like never before.
- First Nations Fashion + Design Showcase: Now a daily feature, not just a one-off show—highlighting Indigenous storytelling and sustainability.
- Eco-Innovation Pavilion: Dedicated to circular fashion, upcycling, and biodegradable textiles.
- Beauty Tech Integration: Shark Beauty’s influence will be visible on and off the runway, from hairstyles to tech demos.
Top Designers & Runway Highlights to Watch
- Zimmermann: Resort-ready romanticism and sun-soaked luxury.
- Christopher Esber: Architectural minimalism and subversive tailoring.
- Ngali: Elevating Indigenous artistry with cultural reverence.
- Alemais: Art-forward, eccentric layering, and maximalist charm.
- Strateas Carlucci: Monochrome mastery with edgy, gender-fluid cuts.
Rising stars like Beare Park, Youkhana, and Iordanes Spyridon Gogos are adding fresh energy—merging fashion with performance art, activism, and future-facing themes.
Emerging Fashion Trends from AFW 2025
From the early runways and press previews, a few standout themes are setting the tone for the season:
-
Desert-Core: Neutral tones, raw textures, sun-faded hues—think windswept minimalism meets outback romance.
-
Techno-Tailoring: Smart materials and modular silhouettes redefine precision dressing for the future.
-
Draped Minimalism: Clean lines, fluid volume, and effortless movement create quiet impact.
-
Nature Punk: Rebellious energy meets dark florals, recycled fabrics, and earthy edge.
-
Inclusive Design: Genderless cuts, adaptive pieces, and expanded sizing embrace radical inclusivity.
-
Style Echoes: Fringing details, vintage-inspired silhouettes, and refreshing sorbet shades add texture, nostalgia, and a hint of playfulness.
How to Attend or Watch Australian Fashion Week
Attend in Person
Public tickets are available for select shows and events. Visit the official website australianfashionweek.com to reserve.
Watch Online
All major runway shows are live-streamed in high definition via the AFW website and YouTube channel.
Social Coverage
Follow real-time updates, looks, and backstage moments using hashtags like #AFW2025 and #SharkBeautyRunway.
What Australian Fashion Week Means for the Global Market
AFW is increasingly a launching pad for global relevance. Its influence travels far beyond Sydney—from Paris showrooms to Net-a-Porter listings. Designers who break out at AFW often secure international stockists, celebrity placements, and media coverage that propels their brand onto the global radar. In a time when the fashion world craves fresh perspectives, AFW’s distinct Australian lens—sun-drenched, resourceful, rebellious—sets it apart.
AFW’s Impact on the Luxury Sale and Resale Market
AFW doesn’t just dictate what’s in—it shapes what holds value:
- Post-show buzz drives searches and demand for current and vintage pieces by AFW designers.
- Runway standouts often become highly sought after on resale platforms, especially when inventory is limited.
- As sustainability and circular fashion become central themes, pre-owned luxury sees a halo effect—consumers want pieces with a story, a purpose, and long-term value.
Highlights of Day 1:
Day 1 kicked off with a powerful blend of emotion and elegance as Carla Zampatti’s 60th anniversary tribute set the tone for the week.
Australian Fashion Week opened with a commemorative runway show, archival retrospectives, and a capsule collection by emerging designers—all inspired by Zampatti’s empowering silhouettes and timeless vision. But this wasn’t just a homage—it was a symbolic passing of the torch, led by her son and CEO of the house, Alex Schuman. Determined to honour her legacy while steering the brand into its next era, Schuman infused the show with the same spirit of generosity and innovation that defined his mother’s career.
To celebrate the milestone, a one-off tribute collection featured reinterpretations of the Zampatti aesthetic by a powerhouse lineup of Australian designers: Michael Lo Sordo, Pip Edwards, Toni Maticevski, Romance Was Born, Gail Sorronda, Kit Willow, Akira Isogawa, Iordanes Spyridon Gogos, Alix Higgins, Grace Lillian Lee, Mariam Seddiq, and Bianca Spender. Each brought their own creative lens to the legacy—resulting in a show as bold, collaborative, and visionary as the woman it honoured.
Set against the striking backdrop of the Museum of Contemporary Art, the runway captured sweeping views of Sydney Harbour, with the Opera House and Harbour Bridge anchoring every shot. It was a visual and emotional high point—fitting for a designer whose imprint on Australian fashion remains indelible.
Highlights of Day 2:
Day 2 saw Lee Mathews mark 25 years in fashion with a collection celebrating her journey, featuring breezy dresses, applique florals, and utilitarian pieces; it was a reclamation of quiet luxury, with sheer layering, artisanal bows, and breathable fabrics. Attended by celebrities like Nigella Lawson and Isabel Lucas, her show reflected both a tribute and a celebration of her growth. Her collection wasn’t chasing virality—it was a reminder that subtlety, too, can command attention.
The Frontier Show featured top talent like Wynn Hamlyn, Paris Georgia, and Amber Keating’s Common Hours, showcasing Australian and Kiwi design.
Charlotte Hicks’s “see now, buy now” collection focused on creating an immediate connection with her audience through luxe leather separates and elegant silhouettes.
Common Hours’ Amber Keating embraced streamlined pieces with bold textures, evoking a sense of support for the industry.
Nagnata debuted with a new denim line and expanded knitwear collection, while Joseph & James presented relaxed menswear separates.
Farage wrapped up Day 2 with a highly anticipated show marking its return to AFW after 30 years.
Street Style & Fabric Trends at AFW 2025
Best Street Style
While AFW 2025 showcased high fashion on the runway, the street style outside Carriageworks was equally captivating. Fashion-forward attendees, including creatives and influencers, embraced bold, eclectic looks—highlighting an appreciation for individuality. From statement accessories to casual-chic combos, the street style reflected a seamless blend of luxury and laid-back Aussie flair.
Sheer Fabrics
Sheer fabrics were a key trend this year, making their presence known on multiple runways. Light, flowing, and often layered, these fabrics added a touch of sensuality and sophistication to collections. Whether in the form of sheer pink maxi dresses at Lee Mathews or dramatic sheer panels at other shows, these fabrics dominated the 2025 collections, adding texture and visual intrigue.
Fashion’s Timeless Edge: Where Craftsmanship Meets Innovation
AFW 2025 isn’t just a showcase—it’s a cultural barometer, capturing where fashion, sustainability, and innovation intersect. As the Southern Hemisphere’s premier fashion week, it fuses raw creativity with forward-thinking design, spotlighting everything from reimagined resortwear to Indigenous excellence.
From Carla Zampatti’s iconic tailoring to Lee Mathews’ effortless silhouettes, this season affirmed a core truth: great style endures. Just as the runway revisits and reinvents the classics, today’s fashion lovers are rediscovering the lasting appeal of quality—whether fresh off the catwalk or revived through pre-owned luxury.
It’s a reminder that classic designs aren’t just admired, they are collected. And the most coveted pieces don’t always come brand new. Pre-loved designer treasures, like those curated by The Luxury Closet, echo the very ethos AFW 2025 celebrates: craftsmanship, sustainability, and enduring style.
