Media Release: AFC Board appoints Kellie Hush as CEO of AFC's Australian Fashion Week 2025

THE AFC BOARD APPOINTS RESPECTED INDUSTRY LEADER KELLIE HUSH AS CEO OF AUSTRALIAN FASHION COUNCIL’S AUSTRALIAN FASHION WEEK 2025

FOR IMMEDIATE RELEASE

Wednesday, 22 January 2025

Sydney: The Australian Fashion Council (AFC) Board is delighted to announce the appointment of Kellie Hush as Chief Executive Officer of Australian Fashion Council Australian Fashion Week 2025. A highly regarded leader in the Australian fashion industry, Kellie brings over 20 years’ of experience across media, fashion, and business to this role.

Kellie Hush is one of Australia’s most influential figures in fashion, having served as Editor-in-Chief of Harper’s BAZAAR Australia and as acting CEO of the AFC in 2022. She is a founding director of the AFC and has been a key participant in Australian Fashion Week since its inception. Additionally, she has held significant roles with Melbourne Fashion Festival, further cementing her reputation as a driving force in Australian fashion.

To ensure the successful delivery of Fashion Week 2025, the AFC Board is committed to strengthening resources and capabilities while balancing its broader strategic priorities. Kellie will work closely with the AFC Board and AFC Chief Executive Officer, Jaana Quaintance-James, to deliver an event that  embodies the values of Fashion Week 2025 and supports the growth and evolution of the industry.

“We have consistently emphasised that the AFC cannot achieve this alone—we need to mobilise a dedicated team. With Kellie’s extensive industry experience, long standing relationships, and deep understanding of the AFC, the Board is confident there is no better person to lead Fashion Week 2025 during this pivotal time for both the event and the industry,” said Marianne Perkovic, Chair of the Australian Fashion Council.

Kellie shared her enthusiasm for the role, stating, “I have been attending Australian Fashion Week for over two decades so I am delighted to step into this role, working alongside the AFC and my industry colleagues to deliver a 2025 event that stays true to the core principles of Fashion Week.”

The AFC has made two further appointments to the AFC Australian Fashion Week 2025 team. Jacqui Brown, in the role of Head of Operations brings deep experience in major event development and execution, including at Australian and New York Fashion Weeks, most recently having been in a Production Director role with IMG.  

Zoe Davis, in the role of Head of Strategic Partnerships, has an established career in managing and activating major partnerships across events, music and publishing, most recently as the Commercial Director of Cosmopolitan.  

The AFC Board also acknowledges the tremendous groundwork laid by AFC CEO Jaana Quaintance-James in preparation for Fashion Week 2025. This announcement is a strategic step to bolster AFC’s leadership capacity and allowing Jaana to focus on advancing the AFC’s broader strategic priorities including commerce and trade, local manufacturing, jobs and skills and sustainability. 

The AFC is confident that Kellie’s appointment, along with Jacqui and Zoe, will ensure the success of Fashion Week 2025 and further solidify the event’s reputation as a cornerstone of the Australian fashion industry.

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Prue-ellen Thomas, Head of Marketing and Communications, AFC

pthomas@ausfashioncouncil.com 

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AFC Australian Fashion Week Designer Applications Open

With new criteria, Fashion Week 2025 will spotlight only the best in Australian design, focusing on quality over quantity and setting a new standard for excellence. 

Each designer seeking to show will be requested to provide detailed information about their brand and business activity for review by the Selection Committee. All applications will be reviewed by the Selection Committee in line with a rigorous assessment framework. In 2025, decisions made by the Selection Committee are final; an appeal process will be introduced in subsequent years.

Applications were open from 5pm Wednesday 15th January 2025 to Friday 31st January 2025.

Applications have now closed. Designers will be notified of the outcome shortly. 

Fashion Week Advisory Committee nominations now open

Applications for the Fashion Week Advisory Committee closed on 17th January, 2025.

Fashion Week 2025 is an opportunity to reimagine and reshape how Australian fashion is represented and explore new ways in which to showcase emerging and established Australian talent. It's critical that Australia's premier fashion event is informed by comprehensive industry input at every step of the process, therefore the AFC are forming a Fashion Week Advisory Committee and two Sub-committees.

The role of the Advisory Committees

AFC Fashion Week Advisory Committee
This committee will be initially Chaired by AFW Founder Simon Lock, with the support of the AFC CEO Jaana Quaintance-James. The following profiles will be sought:
(2) Emerging Designer Representatives
(2) Established Australian Designer Representatives
(2) Established Australian International Designer Representatives
(1) Indigenous Designer Representatives
(2) Department store Representatives
(1) Australian designer multi-label boutique
(1) Australian online retailer
(1) Creative Services Representative (Hair/Makeup Stylist)
(1) Model Industry Representative
(1) Marketing Services Representative (PR/Agency)
(1) Media Services Representative (Social/Legacy)
(1) Education Institutions Representative
(1) Event Executive Producer
(1) Sponsor Representative

Selection Sub-Committee
To oversee and approve requests for designer participation.

International Marketing & Delegates Sub-Committee
To assist the Chair in identifying and extending international invitations to attend the event.

 

Applications for the Fashion Week Advisory Committee closed on 17th January, 2025.

Media Release: Future of Fashion Week 2025 secured.

Sydney, Australia: Fashion Week will take place from 12-16 May 2025 at Carriageworks, Sydney, supported proudly by the NSW Government’s tourism and major events agency, Destination NSW. 

AFW founder Simon Lock is confirmed to play a crucial role, as part of the team who will deliver the 2025 event. 

Fashion Week 2025 will provide a significant opportunity for the Australian fashion industry to connect with international buyers and media, spotlight their collections and amplify their global presence. 

Minister for the Arts, Minister for Music and the Night-time Economy, and Minister for Jobs and Tourism John Graham said: “Fashion Week is an essential showcase of one of our largest creative industries, highlighting the depth of talent not only in NSW but throughout Australia. 

“The industry has come together swiftly, pulling together its great expertise, to ensure that Fashion Week can go ahead in 2025. The NSW Government is pleased to confirm its continued support of the event.” 

AFC Chair Marianne Perkovic said: “Thank you to the NSW Government and the entire fashion industry for their commitment and collaboration. The AFC looks forward to delivering a world-class experience in 2025 and evolving the event in the future. 

“Fashion Week 2025 will mark a crucial milestone in the journey towards a truly industry-led event for Australian fashion. Our consultation has reinforced that the AFC is best positioned to lead this transformation, much like its successful international counterparts. A further announcement will be made on other appointments soon” 

Lock and the AFC are working to assemble a team with extensive Fashion Week experience to guide the event’s delivery. The approach will ensure the event continues to benefit designers, buyers and the entire fashion ecosystem while driving long-term value for the industry. A further announcement will be made on further appointments soon. 

The event will rearm Australia’s role as a global fashion hub, fostering economic growth and innovation across the fashion and textiles sector. 

AFC CEO Jaana Quaintance-James said: “Fashion Week is not just an event; it’s a catalyst for growth, collaboration and the innovation of Australian fashion. 

“This NSW Government support is a testament to the trust placed in the AFC and our vision for an industry-led future. Joining with Destination NSW and drawing on the expertise of our industry partners, we can take meaningful steps towards making Fashion Week more impactful for designers, and the broader creative economy.” 

Carla Zampatti CEO Alex Schuman said: “Fashion Week is an essential platform for showcasing Australia’s creative talents. It puts our designers, photographers, models, stylists and influencers on a world stage. I’m confident the AFC will create export opportunities that extend far beyond the runway.” 

Get Involved 

The AFC invites anyone interested in being part of this transformative journey to express their interest by entering their details through the Expression of Interest (EOI) form here. 

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For further information contact: 

Prue-ellen Thomas 

Head of Marketing and Communications, AFC 

pthomas@ausfashioncouncil.com +61 439 882 788 

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ABOUT THE AUSTRALIAN FASHION COUNCIL: 

The Australian Fashion Council (AFC) is a not-for-profit and the peak body for the Australian fashion and textile industry, representing the sector for over 70 years. AFC members are Australian founded or majority owned businesses involved in producing fabric, clothing, footwear or accessories, including individuals that contribute creatively and economically to the Australian fashion and textile industry. The AFC champion and advocate for a prosperous and creative Australian fashion and textiles industry, with the purpose of building a vibrant, inclusive ecosystem for our member community through education, collaboration and innovation. 

Fashion Week Expression of Interest Form

The form below is for suppliers, partners and volunteers. Please find the Fashion Week Designer Application form here.

Media Release: Fashion Industry Rallies Behind AFC to Lead the Delivery of a New Vision for Australian Fashion Week 2025

Fashion Industry Rallies Behind AFC to lead the delivery of a New Vision for Australian Fashion Week 2025

Sydney, Australia: Today, leading Australian fashion designers and key industry figures have rallied in support of an industry-led Australian Fashion Week (AFW), following the announcement that IMG will no longer manage the event. 

This generational opportunity for the Australian fashion industry marks a transformational shift. Under the leadership of the AFC with a new not-for-profit model, AFW can evolve into a platform that elevates Australian fashion on the global stage, benefits designers, and prioritises the unique needs of local industry that generates over $28b for the Australian economy.

“The time has come for Australian fashion to be represented by those who know it best—our own community,” said Marianne Perkovic, Chair Australian Fashion Council.

“As the representative voice of Australia’s fashion and textile sector, the AFC has the insight, commitment, and industry focus to lead Australian Fashion Week that truly reflects the strength, resilience, and creativity of our industry,” Jaana Quaintance-James, Chief Executive Officer, Australian Fashion Council said.

Quaintance-James adds, “Fashion Week is so much more than runways and high heels—it’s a vital creative platform that shines a global spotlight on Australian fashion, driving our $28 billion economic powerhouse. This industry employs over 500,000 people, predominantly women, and supports an export trade that generates more revenue than wine. Our vision is to create an event that not only celebrates our incredible talent but also positions Australian fashion as a global leader, delivering meaningful economic and social benefits for our industry and beyond.”

“Having a not-for-profit organise Australian Fashion Week will be a game-changer and it’s how other successful fashion weeks like Milan and Paris operate,” commented Alex Schuman, CEO of Carla Zampatti. “This shift is about putting the needs of our industry first and ensuring that AFW continues to be a global launchpad for both emerging and established designers.”

Minister for the Arts, Music and the Night Time Economy, John Graham said “The NSW Government has been supporting Australian Fashion Week since 2009, and is committed to supporting the Australian industry fight to keep fashion week going, here in Sydney.”

The AFC has garnered broad support from across the industry including Australian Fashion Week founder Simon Lock and Editorial Director & Publisher News Prestige and Conde Nast titles Australia, Edwina McCann, signalling a renewed vision for AFW under local leadership.

Through close collaboration with its members and partners, the AFC aims to deliver a truly inclusive and empowering event that showcases Australia’s creative talent and landmarks to the world, enhancing the visibility, positioning, and international demand for Australian fashion. 

Supporters:

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Media contact:
Prue-ellen Thomas
Head of Marketing and Communications, AFC
pthomas@ausfashioncouncil.com +61 439 882 788

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ABOUT THE AUSTRALIAN FASHION COUNCIL:
The Australian Fashion Council (AFC) is a not-for-profit and the peak body for the Australian fashion and textile industry, representing the sector for over 70 years. AFC members are Australian founded or majority owned businesses involved in producing fabric, clothing, footwear or accessories, including individuals that contribute creatively and economically to the Australian fashion and textile industry. The AFC champion and advocate for a prosperous and creative Australian fashion and textiles industry, with the purpose of building a vibrant, inclusive ecosystem for our member community through education, collaboration and innovation.

Australian Fashion Council respond to IMG’s Decision on the Future of Australian Fashion Week

Australian Fashion Council Chair Marianne Perkovic and CEO Jaana Quaintance-James, issue the below joint statement.

“The Australian Fashion Council (AFC) has learnt today of IMG’s decision to not proceed with Australian Fashion Week (AFW) in 2025. IMG has owned and operated AFW since 2005, providing a critical platform for Australian designers to showcase their talent and innovation, and positioning Australia as a key player on the global fashion stage. 

Turning to the future, we know we need a platform to profile and celebrate Australian fashion. This moment signals an opportunity for the industry to reimagine and reshape how Australian fashion is represented, and provides us all with an opportunity to explore new ways in which to showcase emerging and established Australian talent. 

The AFC, as the peak body for fashion and textiles in Australia, will lead this conversation. We will work with members, government and other stakeholders to consider the future platform needed to position and elevate Australian fashion internationally”.  

Media contact:
Prue-ellen Thomas
Head of Marketing and Communications, AFC
pthomas@ausfashioncouncil.com +61 439 882 788

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MEMBER DISCUSSION AT AFC AGM

We invite all members to attend the AFC Annual General Meeting on Thursday December 5th 2025, where we will allocate time to discuss and hear feedback from members on what our members need, and how we can collaborate to create a platform that truly shines a light on and creates impact for Australian fashion globally. 

AFC Members, please find your invitation in your inbox to RSVP, or email member@ausfashioncouncil.com