The Australian Fashion Council (AFC) has revealed Shark Beauty as the presenting partner of AFC Australian Fashion Week 2025.
Shark Beauty is a key online retailer in the hair care space, and is the first presenting partner secured by the AFC since taking on the management of Australian Fashion Week late last year.
“This marks a defining moment for the Australian fashion industry,” AFC Australian Fashion Week CEO Kellie Hush said. “With Shark Beauty as our presenting partner and Destination NSW’s strategic support, we are reinforcing AFC Australian Fashion Week’s status as an industry-first initiative, driven by both international and domestic buyers and media.
“These partnerships are instrumental in ensuring AFC Australian Fashion Week’s success and its role in driving the industry forward, reinforcing our position on the global stage.”
SharkNinja managing director for ANZ Aby Shukla said the partnership will help support the talented designers who are defining the future of Australian fashion.
“At Shark Beauty, we stand ‘For All Hairkind’ as we embrace the unique and diverse nature of hair in all its forms – because style has no boundaries,” Shukla said. “This partnership celebrates innovation, creativity, and the transformative power of hair as a means of self-expression.”
AFC Australian Fashion Week is supported by the NSW Government’s tourism and major events agency, Destination NSW.
Minister for the arts, jobs and tourism John Graham also welcomed Shark Beauty to the fold.
“The NSW Government is excited to see the new organisers of Australian Fashion Week deliver a refreshed event and landing commercial sponsorship is a strong vote of confidence in the future of this hugely important event,” Graham said.
This announcement coincides with the arrival of AFC Australian Fashion Week’s reimagined brand identity, designed by Smile Agency (see below).
According to the AFC, the new design “embodies a fluid brand world with an expanding runway,” celebrating Australia’s evolving fashion industry and “ensuring the voices of designers, fashion and creativity are always at the heart of AFC Australian Fashion Week’s mission.”