These Pretzels Are Making Me Thirsty Tee Shirt
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This year, AFW includes 30 on-schedule brands, 320 buyers and over 1,300 registered industry delegates. Over 2,700 consumers are registered for the Fashion Pass, which allows the general public to visit the AFW site at Carriageworks in Sydney to experience the activations and watch the runway shows via live stream. (The shows are invite-only.) Designers are optimistic. “It was really important to me to be a part of AFW this year,” says Amy Campbell, who debuted at AFW last year as part of the New Gen group show. “I am really hopeful for the future of Australian fashion design and manufacturing and I see this new iteration of AFW as an opportunity to set the tone for the coming years.” Courtney Zheng, who is an AFW newcomer, agrees. “There’s a clear shift this year towards a greater focus on design integrity,” she says. “When the garments are conceptually and technically strong, they hold their own and there’s no need for excessive theatrics. For us, AFW remains the most significant event on the calendar — it’s a moment where designers, creatives and stakeholders come together to celebrate our shared commitment to Australian fashion.” At the end of 2024, the AFC conducted an industry survey to establish what designers want most from a revamped fashion week. The overwhelming consensus? For it to go back to a “business-generating” fashion week. “The industry felt the event had started to lean further into fashion entertainment, a consumer-focused event, not a sales event dedicated to generating new wholesale accounts domestically and internationally,” Hush says.These Pretzels Are Making Me Thirsty Tee Shirt
Australia’s fashion and textile sector currently contributes AU $28 billion to the economy, exports over AU $7.2 billion annually (more than wine and beer combined) and employs 500,000 people (more than mining and utilities combined). Women make up 77 per cent of the workforce. Hush is confident that, with targeted support like that of AFW, the sector can grow to AU $38 billion over the next decade. “An industry-focused AFW is a very important part of this projected growth,” she says. This is the first time in AFW’s 30-year history that the event has been not-for-profit. Whereas past iterations veered towards a focus on making money — not always with designers’ best interests at heart — this year’s event is squarely focused on platforming Australian talent. “The schedule this year features brands that are ready to wholesale as we want buyers to be at a show and know that they can invest in what they are seeing — which wasn’t always the case in the past,” Hush says.
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