The Australian fashion industry is facing a period of major uncertainty. IMG, the American company that has organized Australian Fashion Week for two decades, has announced its departure. This decision leaves the country’s most significant fashion event without its primary organizer, casting doubt on its future and prompting industry leaders to seek a new path forward.
IMG’s Departure and its Legacy
IMG’s decision to step away marks the end of an era for Australian Fashion Week. In a statement to The Sydney Morning Herald, Natalie Xenita of IMG highlighted the company’s significant contributions to the industry. She noted that their efforts helped place the event on the global fashion map.
Over the years, IMG was credited with several key innovations that shaped the event. These initiatives not only supported local designers but also modernized the platform to keep pace with global trends.
Some of IMG’s most notable contributions include:
- Shifting the focus to resort collections to align with international buying calendars.
- Creating a consumer-integrated model to broaden the event’s reach.
- Waiving participation fees after the pandemic to help designers recover.
- Championing diversity by hosting the first-ever Indigenous designer showcases.
These moves were crucial in launching the international careers of brands like Zimmermann and Dion Lee, cementing Australian Fashion Week’s importance.
The Industry Reacts as the Australian Fashion Council Steps In
In the wake of IMG’s exit, the Australian Fashion Council (AFC) has quickly moved to reassure the industry. AFC Chair Marianne Perkovic and CEO Jaana Quaintance-James confirmed their commitment to finding a sustainable solution.
“We know we need a platform to profile and celebrate Australian fashion,” they stated, signaling their intent to lead the transition. The AFC plans to work closely with designers, government agencies, and other key stakeholders to build a new platform from the ground up.
This transition is being viewed as an opportunity for a reset. Many in the industry believe it is a chance to develop a homegrown approach that better serves the needs of both emerging and established Australian designers on an international stage.
The Sponsorship Struggle and a Shifting Focus
Financial challenges have been a significant factor in the event’s recent history. The Australian Financial Review reported that securing major sponsors has become increasingly difficult. The loss of Afterpay as the title sponsor last year was a major blow, and attempts to bring back previous partners like Mercedes-Benz have so far been unsuccessful.
Simon Lock, who founded the event before selling it to IMG in 2005, told SMH that the event had lost its way. He argued that its focus had shifted too heavily towards domestic retail and social media influencers, diminishing its value for designers seeking international buyers. This shift, he believes, weakened the return on investment for participants.
| Year | Sponsor | Notable Contributions |
|---|---|---|
| 2010 | Mercedes-Benz | Provided luxury transportation for models |
| 2015 | Rosemount | Sponsored sustainable fashion initiatives |
| 2020 | Afterpay | Introduced flexible payment options for attendees |
| 2023 | N/A | Struggled to secure new partnerships post-Afterpay |
What is Next for Australian Fashion?
With IMG gone, the immediate future is unclear. While the Australian Fashion Laureate is still scheduled for November, the Australian Fashion Week planned for May 2025 is now in serious doubt.
Rumors have circulated that IMG was trying to sell the event for as little as $1 million earlier this year, suggesting its profitability had declined. The departure now forces the local industry to decide whether a new organizer will take over or if a collective of designers and stakeholders will run the event themselves.
The coming months will be critical. The AFC is at the center of these discussions, tasked with creating a new model that can continue to support local talent and maintain Australia’s presence in the competitive global fashion industry. The entire fashion community is watching to see what will rise from the void left by IMG.
