IMG has ended its 20-year role as AFW owner and organizer.
This significant shift comes as a surprise to many in the fashion industry, given IMG’s long-standing influence in promoting Australian designers on a global stage. Since taking over in 2005, IMG has been instrumental in elevating the profiles of local talents such as Dion Lee, Zimmermann, and Akira Isogawa, helping them gain international recognition. The decision to step back raises questions about the future of AFW, which has been a pivotal platform for showcasing both emerging and established designers.
Despite IMG’s exit, the Australian Fashion Council (AFC) is stepping up to ensure that the event continues. The AFC plans to take over the organization of AFW for 2025, aiming to revitalize and reimagine the event in a way that better serves the local fashion community. Marianne Perkovic, Chair of the AFC, emphasized that this transition presents an opportunity for the industry to reshape how Australian fashion is represented globally. The AFC aims to create a not-for-profit model that prioritizes local designers and fosters a collaborative environment among industry stakeholders.
The importance of AFW cannot be overstated; it has served as a vital platform for Australian designers since its inception in 1996. The event not only showcases creativity but also plays a critical role in driving economic growth within the fashion sector, which contributes significantly to Australia’s economy. With over 500,000 people employed in this industry, predominantly women, AFW is more than just a series of runway shows; it is an essential part of Australia’s cultural and economic landscape.
In light of IMG’s departure, there are concerns regarding sponsorship and funding for future events. Afterpay, a key sponsor for many years, exited in 2023, leading to speculation about the sustainability of AFW moving forward. However, Danish jewelry brand Pandora has stepped in as an official sponsor for 2024, indicating a willingness among brands to support Australian fashion.
The AFC is also planning to launch an industry working group that will engage with designers and other stakeholders to gather input on how AFW should evolve. This initiative aims to ensure that the event remains relevant and continues to attract international attention. Designers like Liandra Gaykamangu have expressed optimism about this new direction, highlighting the need for AFW to connect Australian labels with global markets.
As Australia looks ahead to its next fashion week, the AFC’s leadership will be crucial in navigating this transition. The upcoming annual general meeting will likely provide further insights into the strategic plans for AFW and how it can continue to serve as a launchpad for Australian talent on the world stage. While IMG’s withdrawal marks the end of an era, it also opens doors for innovation and growth within Australia’s vibrant fashion community.
