IMG, the American powerhouse behind numerous global fashion events, has decided to step away from Australian Fashion Week. This move leaves the annual showcase, which has been a cornerstone of the Australian fashion calendar for two decades, without its primary organizer.
“The event has played a key role in ushering the industry forward,” Natalie Xenita, managing director of IMG Fashion Events Asia Pacific, stated to The Sydney Morning Herald. She highlighted IMG’s contributions over the years, including innovative initiatives like:
- Focusing on resort collections
- Introducing a consumer-integrated model
- Waiving participation fees to support designers post-pandemic
- Hosting the first-ever Indigenous designer shows
These efforts, according to Xenita, have not only supported local talent but also positioned Australian Fashion Week on the global stage.
Industry Leaders Respond to IMG’s Exit
The Australian Fashion Council (AFC) is stepping up in the wake of IMG’s departure. Marianne Perkovic, Chair of the AFC, and CEO Jaana Quaintance-James released a joint statement emphasizing the need for a new direction.
“We know we need a platform to profile and celebrate Australian fashion,” they wrote. The statement outlined plans for the AFC to collaborate with members, government bodies, and other stakeholders to develop a future platform that can elevate Australian fashion internationally.
This transition period is seen by many as a pivotal moment. It’s a chance for the industry to rethink its strategies and explore innovative ways to showcase both emerging and established designers. The AFC is poised to lead these conversations, aiming to fill the void left by IMG with a fresh, homegrown approach.
Challenges Ahead: Sponsorship and Market Focus
Australian Financial Review reported that one of the significant hurdles for Australian Fashion Week has been securing new sponsorships. The loss of Afterpay as a partner last year was a major blow, and subsequent efforts to attract sponsors like Mercedes-Benz and Rosemount have not yet yielded success.
Simon Lock, the founder of Australian Fashion Week before IMG’s acquisition in 2005, expressed his disappointment to SMH. “It’s a sad day for Australian fashion,” he remarked. Lock pointed out that the event’s focus had shifted more towards domestic retail and social media, rather than maintaining its international appeal. This shift, he believes, has diminished the return on investment for designers participating in the event.
The table below outlines some of the key sponsorships Australian Fashion Week has had over the years:
| 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 |
This lack of sponsorship not only affects the financial stability of the event but also its ability to attract international attention and participation.
The Road Ahead: What’s Next for Australian Fashion?
With IMG no longer at the helm, the future of Australian Fashion Week remains uncertain. The 2025 Australian Fashion Laureate, scheduled for November 21 in Sydney, is set to proceed, but the subsequent Australian Fashion Week planned for May 2025 is now in doubt.
Key points to consider:
- Potential Buyers: Rumors suggest IMG might have been looking to sell the event for as little as $1 million earlier this year.
- Legacy Brands: Australian Fashion Week has been instrumental in launching brands like Zimmermann, Collette Dinnigan, and Dion Lee internationally.
- Community Impact: The departure of IMG could impact local designers who have relied on the platform for exposure and growth.
The AFC is expected to play a crucial role in determining the next steps. They aim to create a sustainable model that supports designers and maintains Australia’s presence in the global fashion arena.
Meanwhile, designers and industry stakeholders are watching closely. The need for a new organizer or a collective effort to run the event internally has become a topic of intense discussion. The outcome of these deliberations will significantly shape the trajectory of Australian fashion in the coming years.
