AFC Curated | Back at MFW this September!
18 AUSTRALIAN DESIGNERS. 8 DAYS.
Thanks to Melbourne Fashion Week (MFW), you can shop 18 Australian fashion labels from across the country, under the one roof for 8 days this September, marking the biggest AFC Curated event yet!
Kicking off with the launch day on August 31st alongside Vogue American Express Fashion’s Night Out (VAEFNO), our Curated labels will be taking over Swanston Hall in the iconic Melbourne Town Hall, at the heart of the MFW festivities. Here you’ll find the space transformed by local creatives Architecture Architecture and lighting designer Paul Lim of Additive.
MEET. CONNECT. SHOP.
A must see for lovers of local fashion & independent design! Meet the people behind the labels, connect with their stories and shop their incredible ranges. Take your time, say hello, and get to know the future of Australian fashion.
WHEN | Aug 31 - Sep 7, Open daily from 11am - 9.30pm, (closing 5pm Sat & Sun)
THE LAUNCH | 31 Aug, 6pm - 9.30pm, Join the labels in-store for a drink or two alongside the opening festivities of MFW and VAEFNO, RSVP HERE >>
WHERE | Swanston Hall at Melbourne Town Hall
19 AUSTRALIAN LABELS | A.BCH | ALLORA | AUTARK | AVILA | GEHRICH | GUERRILLA THEATRE BRAND | HARLOW | IVY NIU | JUDE | KHÒLÒ | MAUDE STUDIO | MILLICENT ELIZABETH | MNDATORY | ONEIRIC | RBCCA KSTR | REMUSE | SALTY FOX | VINCENT LI
MORE THAN JUST A POP-UP.
“I think Curated is so unique, and so meant to be, and so necessary for this industry. The seed that is being sown now is something that can work with businesses, and help shape them in what is an evolving landscape…” Jenny Layton, Curated Industry Mentor
AFC Curated is a program launched in 2017, from the Australian Fashion Council (AFC) built to support our local emerging labels on their journey to become robust and sustainable businesses. As part of the program, labels participate in direct industry mentoring, a series of business development workshops and exciting retail activations like the one you’ll see at MFW!
Thanks to a host of industry collaborators, like MFW and City of Melbourne, what our labels gain is immeasurable. Experience, exposure, a chance to connect with shoppers and opportunity to build a solid foundation as they grow their business.
“Curated is bringing the new wave of designers into the sector. We're a creative industry so it's absolutely critical for our future that we have new, exciting and energetic people coming through and establishing businesses or going into existing businesses. One of the best ways for this to happen is by helping and nurturing emerging designers…” David Giles-Kaye, Australian Fashion Council CEO
collaborating with local creatives.
This year’s showcase is something else. In the spirit of celebrating local design, we’re thrilled to be collaborating with Melbourne based creatives at Architecture Architecture and ADDITIVE lighting, who’ve designed a unique retail space within Melbourne Town Hall to house the collections of our 19 labels.
As leaders in next-generation design, Architecture Architecture’s reputation for inventive spatial solutions has seen them consistently awarded for design excellence. Whether they’re designing a school classroom or a city square, their philosophy is underpinned by a firm belief in the potential of architecture to foster positive social environments.
“Supporting the Australian Fashion Council’s ‘Curated’ exhibition is a natural fit for Architecture Architecture. As an emerging design practice, we’re thrilled to support the extraordinary talent emerging from Australia’s fashion scene.” Directors Nick James & Michael Roper, Architecture Architecture