AFC Australian Fashion Week | Australia
AFC Australian Fashion Week: From Origins to a New Era
The story of Australian Fashion Week has always been one of reinvention. What began in 1996 as Simon Lock’s bold vision to place Sydney on the global fashion map quickly grew into a cornerstone of the Asia-Pacific fashion calendar. Ownership by IMG brought international clout, and with it came the era of headline sponsors: first Rosemount Estate, then Mercedes-Benz, which turned the event into Mercedes-Benz Fashion Week Australia.
As the world changed, so too did the runway. In 2020, fintech disruptor Afterpay became title sponsor, ushering in Afterpay Australian Fashion Week (AAFW). It was a shift that reflected a new audience and a new industry — one leaning digital, consumer-focused, and ready to break down barriers for emerging designers. Afterpay’s support even removed designer participation fees, a lifeline for fresh voices. But when Afterpay withdrew its backing, uncertainty grew. The pandemic had already forced cancellations, and with IMG stepping back in 2024, many wondered if this vital stage would go dark.
Instead, 2025 marks a rebirth. The Australian Fashion Council (AFC), together with The Bashful Group, has reclaimed the event’s spirit under a new identity: AFC Australian Fashion Week presented by Shark Beauty. From 12–16 May 2025, Carriageworks in Sydney became once again the pulse of Australian creativity, hosting a program that balances household names like Aje, Bianca Spender, and Ksubi with rising stars including Amy Lawrance, Courtney Zheng, and Paris Georgia.
What makes this chapter different is intent. More than a showcase, AFC Australian Fashion Week is designed as a platform for commerce, international dialogue, and cultural voice. First Nations designers are stepping forward not as a side note but as central voices, weaving identity and storytelling into the global stage. The digital transformation is equally vital: livestreamed shows, immersive branding, and trade connections ensure the event speaks far beyond the runway.
From its early beginnings to Mercedes-Benz, from Afterpay to AFC, Australian Fashion Week has always mirrored its era. In 2025, it arrives not only to confirm Australia’s place in the global fashion calendar, but to reimagine how a fashion week can drive culture, creativity, and industry into the future.
About Australian Fashion Council (AFC)
The AFC has represented and served the Australian Fashion & Textile industry for over 65 years, born from the merger of the Council of Textile & Fashion and Australian Fashion Chamber in 2018.
As a not-for-profit membership organisation, our members are drawn from across the entire fashion ecosystem. Our unique position is in connecting critical stakeholders across the industry, which allows us to effectively champion an innovative, resilient and sustainable legacy for the industry.
Through collaboration and leadership, the AFC provides the resources, support and tools to enable our industry to continue to evolve and thrive.
We advocate for our industry at the tables that matter.
AFC Australian Fashion Week
australianfashionweek.org