The future of Australian Fashion Week (AFW) hangs in the balance after IMG, the New York-based media company that has managed the event for nearly two decades, announced on Wednesday it would be stepping down from its role. The decision marks the end of an era for the prestigious fashion showcase, which has been pivotal in elevating Australian designers to international recognition.
Founded in 1996 by PR consultant Simon Lock, AFW was sold to IMG in 2005, a move that significantly expanded the event’s global reach. Over the years, the event has spotlighted local talent such as Romance Was Born, Dion Lee, Zimmermann, and Akira Isogawa, helping shape the Australian fashion scene.
In a statement to Vogue and Russh magazines, IMG’s Vice President and Managing Director of Fashion Events Asia Pacific, Natalie Xenita, expressed pride in the company’s two-decade-long stewardship of the event. “We are incredibly proud of IMG’s many accomplishments leading Australian Fashion Week for the last 20 years,” Xenita said. “The event has played a key role in ushering the industry forward.”
This year’s Australian Fashion Laureate, the annual awards held in conjunction with the event, will be the final major gathering organized by IMG, taking place later this month in Sydney.
Despite IMG’s sudden exit, the Australian Fashion Council, through a joint statement by Chair Marianne Perkovic and CEO Jaana Quaintance-James, highlighted the event’s vital role in promoting Australian designers to both domestic and international markets. They also framed the situation as an opportunity for the industry to redefine how Australian fashion is represented globally.
Designer Jordan Gogos, who has participated in Australian Fashion Week for the past four years with his brand Iordanes Spyridon Gogos, expressed mixed emotions over the announcement. While he acknowledged the uncertainty in the global fashion landscape, he also saw potential in IMG’s departure. “Fashion right now is so uncertain everywhere,” Gogos said, citing broader economic challenges and the closure of notable local fashion houses. “But this is a moment for us to reinvent what Australian fashion can be. Fashion constantly breaks down and rebuilds itself.”
Chelsea Bonner, CEO of the Sydney-based talent agency Icon Management, echoed this sentiment, suggesting that the withdrawal of an international player like IMG could be a boon for Australian ownership. “It’s vital that Australian Fashion Week is owned and run by local businesses who understand the unique qualities of Australian fashion,” Bonner said. “We have a very distinct offering, and it should be driven by people who truly understand the Australian market.”
With IMG’s departure, Australian fashion now faces a critical crossroads, but many believe this moment could serve as a catalyst for reinvention and growth in the industry.
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