Australian Fashion Week, a cornerstone of the country’s fashion scene, is facing an uncertain future as IMG, the event’s long-time organizer and backer, announced it would no longer support the event. For nearly two decades, IMG has orchestrated the annual event, transforming it into an internationally recognized platform that launched careers and showcased established and emerging designers alike. Names like Christopher Esber, Romance Was Born, and Jordon Gogos became familiar to fashion insiders through this influential runway. Now, as IMG steps back, the industry is left questioning what will come next.
A Legacy of Style and Substance
Australian Fashion Week began its journey under IMG’s ownership in 2005. Since then, the event has grown into an essential part of Australia’s cultural calendar, bridging the gap between local talent and international markets. Each year, designers showcased bold new collections that helped define Australian fashion for global audiences, from edgy streetwear to high-end couture. IMG’s role in curating this platform, coordinating with designers, and attracting international buyers and media has been instrumental in the event’s success.
Natalie Xenita, Managing Director of IMG Fashion Events Asia Pacific, emphasized the event’s significance, reflecting on IMG’s contribution to the fashion landscape. “The event has played a key role in ushering the industry forward,” Xenita stated. “We are incredibly proud of IMG’s many accomplishments leading Australian Fashion Week for the last 20 years.” Xenita’s words highlight a legacy built on nurturing creativity, pushing boundaries, and placing Australian fashion on the world stage.
Industry Reactions: From Shock to Determination
The announcement has stirred mixed emotions across Australia’s fashion community. From shock and disappointment to a sense of opportunity, many industry leaders are contemplating what the next steps might look like. Australian Fashion Council Chair Marianne Perkovic and CEO Jaana Quaintance-James responded to the news with a joint statement that pointed to a silver lining. “This moment signals an opportunity for the industry to reimagine and reshape how Australian fashion is represented,” they stated, suggesting a future that could be more inclusive and innovative.
For Jordan Gogos, founder of the Australian label Iordanes Spyridon Gogos, who has showcased his collections at the event for four years, the announcement underscores a deeper issue. “At the end of the day, it’s not IMG’s job to uphold the industry. It’s the government’s role to support an industry that’s struggling,” he remarked. Gogos’ sentiment resonates with the broader call for more institutional support for fashion as an art form, creative industry, and economic driver.
Madre Natura’s Jackie Galleghan, who debuted her label last year with an eco-conscious runway of past-season styles, also expressed a bittersweet perspective. “Madre Natura’s debut at Australian Fashion Week was a huge milestone… I’m sure the news today will be felt deeply across the industry,” she said. Her collection emphasized sustainability and responsible consumption—issues central to the future of fashion in Australia, especially as stakeholders consider new models for industry growth and visibility.
A New Landscape in Australian Fashion?
The Australian Fashion Week model has endured for decades under IMG, and its departure opens the door to potentially reimagining what such an event might look like in a rapidly evolving industry. As brands pivot toward digital showcases, sustainability, and innovative marketing, a new approach to fashion week might well resonate with designers and audiences alike.
But organizing an event of this scale requires substantial funding and logistical expertise. To ensure Australian Fashion Week survives—and thrives—many industry insiders are looking to both corporate sponsors and government agencies for support. Public funding, as seen in other countries, could be a viable path forward. Investing in fashion as part of Australia’s creative economy could bolster the industry while empowering designers to develop their work in ways that align with their values, whether that’s sustainability, inclusivity, or technology.
The Final Curtain for IMG and a New Beginning?
Australian Fashion Week’s legacy will see its final bow under IMG’s purview at the Australian Fashion Laureate, scheduled for November 21 in Sydney. This event will recognize the top talent in Australian fashion, with awards for Designer of the Year, Emerging Designer of the Year, and Indigenous Designer of the Year, among others. As IMG’s last official act within Australia’s fashion scene, the event will be an emotional yet celebratory farewell to nearly two decades of dedication.
Fashion Journal, a long-time media partner to Australian Fashion Week, captured the sentiment of many in its reflections on the event’s impact. “Fashion Journal has long embraced the creativity, talent, and community the event is known for championing,” the publication noted. This shared sentiment echoes across the industry, with many stakeholders hopeful for a future that continues to celebrate Australian creativity on a grand stage.
Moving Forward: A Challenge and an Opportunity
For Australia’s fashion community, the loss of IMG’s backing for Fashion Week is a critical moment. Yet, as in fashion, each ending holds the promise of a new beginning. The industry now faces the challenge of building a new foundation—one that doesn’t just replicate the past but instead pioneers a vision that aligns with the current values of inclusivity, diversity, and environmental consciousness.
While IMG’s departure marks the end of an era, it also raises the question of how Australia’s fashion ecosystem will evolve. Could the future bring a more collaborative, multi-city fashion week? Or perhaps a digital-first format that reaches wider audiences across Asia and beyond? For now, as designers, sponsors, and organizations rally to keep the tradition alive, one thing remains clear: Australian Fashion Week is ready for its next chapter—one that honors its past and boldly steps into the future.
