AFC Australian Fashion Week CEO Kellie Hush has reported a “great response” from international buyers and media who are keen to attend the fashion event this year in May.
Hush couldn’t confirm names, but said they have delegates from the United States, the United Kingdom, the United Arab Emirates, Singapore and New Zealand on the buyer and media list so far.
This appears to be a slight improvement on last year, where international buyer attendance was down. Prior to the Australian Fashion Council taking over AFW late last year, the event was run by IMG – a US-based events management business. The firm decided to discontinue running the event in November 2024.
In July 2024, the then IMG APAC fashion events and properties VP and managing director Natalie Xenita confirmed with Ragtrader that there was a drop in international buyers in 2024.
“We still had a strong attendance from international buyers from the major outlets like Net-A-Porter and Le Bon Marché. We had Revolve. We had Moda Operandi, we had Harvey Nichols.
“From a global media perspective, we had Vogue Runway who reported really strongly on quite a few designer shows this year, which was really great. So I guess it's quality, not necessarily quantity as well.
“So, despite the fact that yes, international buyers were down, having that high calibre of outlets that did attend is incredibly important.”
Xenita had added that after the borders reopened post-COVID in 2021, AFW did see a jump in international attendance compared to pre-pandemic.
While international attendance was down, she said the overall attendance at AFW 2024 was still well ahead of pre-pandemic levels.
“That really demonstrates there is strong support from the fashion industry for the event and a strong appetite for Australian fashion, which is really encouraging,” she said.
“International attendance is always going to be impacted by those economic conditions and global economic conditions. Travel costs are still really high. And what we are seeing now and since the pandemic is that, rather than these buyers sending a few people from their teams, they'll only send one person.
“Maybe that is also why we've seen a bit of a drop in numbers. But the calibre of the actual retailers themselves is still there.”
Xenita has since left IMG, and is now currently on the advisory board for New Zealand Fashion Week and holds other advisory and consultancy roles.
The latest update from Hush on international buyers at AFW 2025 comes as the AFW schedule for this year was released to market, with the event featuring over 30 designers alongside 130 brands participating across the week.
“The Atelier showroom activation with Splash Paris Tradeshow is an exciting new partner for Australian Fashion Week which will be another drawcard for brands, buyers, and media,” Hush said.
“Australian Fashion Week is now a not for profit organisation,” she added. “This change in custodianship presents a once in a generational opportunity to reinvent Australian Fashion Week to better serve the domestic and global fashion industry. And with that comes a huge responsibility that the AFW team is hugely aware of.
“This year is a step gap to 2026 and beyond so come May 17 … the day after we wrap … we will be focused on what next to continue to reinvent AFW for the industry.
“The schedule is jam-packed with talent and the simple fact is there would be no event without the support of our industry. We are always stronger together and I hope this support will continue so we as an industry can get back to what we do best – creating covetable fashion for Australian and international fashion fans.”
Those interested in being delegates at AFW this year are encouraged to fill out a form via the Australian Fashion Council website. Registrations for accreditation close Monday, April 14, 2025.
AFW will run from May 12 to 16.