Sydney fashion week shifts venue, bets on iconic backdrops
The Australian Fashion Council (AFC) is injecting a dose of star power into Sydney Fashion Week, relocating the event from Carriageworks to the Museum of Contemporary Art – strategically positioned against the city’s unmistakable landmarks.
A bold new look for afw
This marks a significant shift for the event, which has traditionally relied on industrial spaces. The AFC’s move aims to amplify AFW’s global reach, hoping that photographers and buyers will be drawn to the instantly recognizable backdrop of the Opera House and Harbour Bridge. Kellie Hush, AFW’s Fashion director, succinctly put it: “There’s nothing more iconic than seeing a model with the Opera House or the Sydney Harbour Bridge in the background.”
The change represents a strategic gambit by the AFC, which took over the event just six months prior, replacing IMG after the previous organizers pulled out in November 2024. IMG’s terms had reportedly created an insurmountable barrier for many brands, effectively limiting participation.
Now operating on a non-profit model, the AFC is positioning AFW as a more accessible platform, designed to propel Australian brands onto the international stage. “Australia is a small country,” Hush explained. “We need to look to international markets to really thrive, considering the size of the domestic market.”
A focus on growth and accessibility
The challenge remains significant – international expansion requires substantial investment. To that end, the AFC is actively seeking out wholesalers to facilitate the growth and transition of Australian brands. Beyond the runway shows, buyers will engage with brands in showrooms and scheduled meetings, further coordinated by the AFC, with Net-a-Porter, for example, extending its scouting mission to Melbourne and Byron Bay.
The week kicks off with a Welcome to Country ceremony, followed by a show from Carla Zampatti and a return appearance from Maticevski founder, Toni Maticevski. The schedule also features established names like Aje, Bianca Spender, and Beare Park, alongside newer talent such as Courtney Zheng and Esse. Alix Higgins and Iordanes Spyridon Gogos will also be in attendance. Notably, First Nations Fashion and Design will present a powerful showcase on the Sunday evening, a development intended to address longstanding representation gaps within the industry.
Global challenges, local opportunities
Despite ongoing global travel disruptions, 10 international buyers are confirmed to be in Sydney, a figure higher than anticipated. Retailers are drawn to the resort and lifestyle aesthetic prevalent in Australian Fashion, which aligns with consumer preferences. “The aesthetic coming out of the region aligns really well with our customer as it has that easy, feminine feel that fits naturally into what we do,” says Brigitte Chartrand, chief buying and merchandising officer at Net-a-Porter.
Buyers like Liberty London’s Bella Kelly are actively seeking out emerging brands, eager to discover distinctive pieces and add a point of difference to their product offerings. Albus Lumen will close the week with a Friday off-schedule show, signaling a renewed focus on individual designers. The event is, however, occurring amidst significant economic headwinds, with brands facing costs associated with showing. Despite fielding around 200 applications for this season, the AFC’s budget remains considerably lower than that of established fashion weeks like Paris.
A strategic shift
The move to the Museum of Contemporary Art is widely believed to be a strategic one. “The venue, on the water, fronting onto the harbour will reinforce those larger ideas about what Australian fashion is at large internationally: the proximity to the elements, the outdoors, and an ease and abundance of sunshine,” notes Vogue Australia’s Alice Birrell. “Sunny resort-focused clothing may not represent all facets of Australian fashion, but it is an important one and has been part of some of our biggest success stories.”