Rube Pedder’s Journey from Couture to Ready-to-Wear with Ubank’s Feel-Good Fashion Fund

The future of Australian fashion is being shaped by a new generation of designers who are not only pushing creative boundaries but also building sustainable, forward-thinking businesses.

Rube Pedder is one of these rising talents. At just 24, she has already made her mark on the industry, with her designs gracing the runway at Australian Fashion Week and being worn by global icons like Katy Perry, BLACKPINK’s Jennie Kim, and Genesis Owusu.

Now, with the support of Ubank’s Feel-Good Fashion Fund, Rube has received a $30,000 grant to take her brand to the next level. Expanding beyond her intricate couture designs, she is launching her first ready-to-wear collection, a bold interpretation of ‘elevated streetwear’ that brings together artisanal craftsmanship and digital innovation.

In this interview, Rube shares the inspiration behind this collection, the challenges and opportunities of moving into ready-to-wear, and how she is ensuring that craftsmanship remains at the heart of her growing brand.

 

1. Your Ready-to-Wear collection with Ubank marks an exciting new chapter for your brand. What inspired this collection, and how does it align with your creative vision?

What inspired this collection:

This collection with Ubank focuses on the unexpected intersections between finance and fashion. While these brands may seem worlds apart, they share common ground - youthfulness, innovation, and creative ingenuity. This collection is a reflection of that shared spirit, seamlessly merging both worlds.

A key inspiration was traditional bank merchandise, marketing materials, and traditional bank uniforms. I hand-drew a series of custom Ubank fonts, logos, stickers, and slogans, embedding the brand’s identity into the fabric of the designs. The focal slogan, ‘future u,’ is a direct evolution of Ubank’s core message, ‘see your money clearly.’ It embodies the idea of envisioning a brighter future - whether that’s buying a house, traveling to Europe, or achieving a goal. This theme is particularly highlighted in the couture dress, where these mentioned manifestation-based texts are printed into the fabric itself.

I also looked to the physicality of banking for inspiration - ATM interfaces, fluorescent fonts, stripes, numbers, and phrases like ‘sufficient funds,’ ‘thank you,’ and ‘have a nice day.’ Even the zeros from a $100 bill found their way into the details.

Beyond banking, the Bauhaus movement was a major influence. Bauhaus was built on the unification of different artistic disciplines, much like this collaboration between a digital bank and a niche couture label. To symbolize this unity, one of the key prints in the collection is based on a jersey design.

How does it align with your creative vision:

At its core, my brand has continually pushed boundaries of traditional craftsmanship while embracing modernity, and this collection is a direct extension of that vision. I’ve always been drawn to the idea of merging contrasting worlds - whether that’s couture with streetwear, handcraft with technology, or in this case, finance with fashion. 

My approach to design is deeply rooted in storytelling and intricate detailing, both of which are central to this collection. The use of hand-drawn typography, layered prints, and hand-made couture reflects my commitment to thoughtful craftsmanship, while the digital influences bring in a futuristic edge. This collaboration has allowed me to explore new methods of expression while staying true to my aesthetic - where tradition meets innovation in a way that feels fresh, bold, and unexpected.

 

2. Moving from couture to ready-to-wear presents both opportunities and challenges. How does the design process differ, and what considerations come into play when creating pieces for a broader audience?

Transitioning from couture to ready-to-wear is both an exciting challenge and an opportunity to expand my brand’s reach. Couture allows for complete creative freedom - each piece is handcrafted, intricate, and highly individualised. The concept and product are developed together, with each fitting influencing the next stage of development, making it a deeply organic and personalised process. Ready-to-wear, while still made by hand, is produced in larger quantities following exact patterns and technical instructions. The focus shifts to accessibility, functionality, and wearability.

The design process for ready-to-wear is more structured. It relies heavily on drawings and tech packs, meaning that you need to know exactly what you want right from the start. The factory work involves executing the designs and fitting once, which doesn’t allow for the same fluidity or refinement as in couture, made more crucial due to time constraints. Working remotely and designing something that’s not yet tangible posed its own challenges and limitations, but it also provided an opportunity to approach things from a new perspective, one of refinement and decisiveness. 

Couture, though traditionally exclusive, is modern in its sustainability as only what’s ordered is produced. However, its intricacy, time, and materials make it an expensive practice. Ready-to-wear, on the other hand, is about reaching a broader audience and balancing the essence of my brand. I approached this by incorporating the layering and textures in my couture work in the prints and combining them with different finishes and fabrications to create visual stimulation. For example, the sticker print incorporates 20-30 hand drawn logos, which I then scanned digitally, and re printed as stickers, and then re-scanned them. This process created an image with a texture and effect similar to a three-dimensional form like the smocking in my couture work. 

Despite these differences, my approach remains the same - merging craftsmanship with innovation. Whether couture or RTW, every piece is designed with intention, maintaining the balance between artistry and wearability.

 

3. Maintaining a brand’s unique identity while scaling production is a key challenge for many designers. How have you approached this transition while ensuring your craftsmanship and artistry remain at the forefront?

Maintaining the unique identity of the brand while scaling production is definitely a challenge, but it’s one that I’ve approached with intention. My brand is built on craftsmanship, innovation, and the artistry of intricate details - principally, techniques like smocking, hand-drawn prints, and sculptural silhouettes. The key to maintaining this identity while scaling is ensuring that every piece, whether couture or ready-to-wear, is rooted in the same values of thoughtful design and high-quality craftsmanship.

For me, it’s about finding the balance between artistry and accessibility. As production grows, I’ve focused on developing methods that allow the artistry to shine through without compromising the quality. For example, in ready-to-wear, I’ve made sure that the prints, textures, and finishes maintain the same level of detail as my couture pieces, using fabrics and techniques that are both unique and aligned with my aesthetic.

I’ve also worked closely with Ubank in facilitating trusted production partners who shared our vision and commitment to quality. This allows me to ensure that even as we scale, the integrity of the design process is upheld, and every piece reflects the essence of my brand.

In the end, scaling is not just about making more garments, it's about staying true to what makes Rube Pedder distinct: a seamless fusion of artistry and wearability that remains accessible to a wider audience, from the smallest detail to the overall vision. Craftsmanship and artistry are always at the forefront of what I do, and that’s something I’m committed to preserving as the brand grows. 

 

4. Are there any innovative techniques or materials you’re incorporating into this collection?

One of the key techniques I’m excited about is the use of hand-drawn typography within my digital prints. I’ve developed custom fonts and logos for this collection, which were then translated into layered prints through digital scanning to create unique visual textures and patterns. This digital approach allows me to blend the precision of technology with the artistry of handcraft, creating something unique.

In terms of materials, I’ve featured the defining aspect of my practice – smocking, in combination with more contemporary finishes. This allows me to bring my signature craftsmanship into a modern context.

 

5. As your brand evolves, do you see ready-to-wear becoming a major focus, or will you continue balancing couture with more accessible collections?

As my brand evolves, I do see ready-to-wear becoming a significant focus, but I plan to continue balancing it with couture collections. Ready-to-wear offers a unique opportunity to reach a broader audience, and I’m excited to explore the possibilities of creating accessible yet high-quality pieces. 

That said, couture will always remain an essential part of my brand’s DNA. It allows me to push the boundaries of craftsmanship and design, and I see it as a vital expression of the artistry that defines my work. Moving forward, I envision a brand that seamlessly blends both, offering the exclusivity and refinement of couture while making the artistry of my designs more accessible through ready-to-wear collections.

 

Explore Ubank's Feel-Good Fashion Fund for more details and it’s  social campaign here. 

Shopfront: Revolutionising Multi-Channel Selling for Fashion Resellers

eBay Australia, supported by the Australian Fashion Council, has proudly announced Shopfront as a shortlisted winner in eBay’s 2025 Circular Fashion Fund, recognising their innovative approach to automating fashion listings and sales.

Shopfront offers a suite of tools that allows fashion sellers to generate listings in minutes, leveraging AI to streamline the process. Sellers can create a product listing once and distribute it across multiple marketplaces, like eBay, all from a single, easy-to-use platform.

We spoke with Nathan about the journey behind Shopfront, the lessons learned in building a tech-driven solution for fashion sellers, and what’s next for the future of automated, sustainable fashion commerce.

 

1. Could you share some insights into your background and the journey that led you to start Shopfront?

Prior to Shopfront, I was the first hire at Plend, a B2C impact startup in London, where I built and led the growth strategy, helping scale the company to £2M in annual revenue over 3-4 years. Alongside that, I spent several years running menswear e-commerce brands on Shopify and actively buying and selling on online marketplaces.

When I moved back to Melbourne in December 2023, I joined the Antler VC accelerator and combined my experience in early-stage startups with my passion for e-commerce to tackle friction in the circular economy.

As a seller, I found listing products easy when running a brand but far more challenging with unique, secondhand items. This problem space led me to meeting my co-founder in early 2024, and soon after, we went full steam ahead with Shopfront.

 

2. Having previously founded 3K Studio, what inspired you to start this particular venture, and how does it differ from your previous businesses?

With 3K Studio, I gained firsthand experience in distribution and brand building through traditional e-commerce, which helped me understand the stark difference between listing new, SKU’d products and secondhand goods. 

When I moved back to Australia and attempted to restart my reselling journey, I quickly realised how much harder it was to sell here compared to markets like London. 

That gap made it clear that there was a huge opportunity for seller tools designed specifically for secondhand fashion sellers, leading to the creation of Shopfront.

 

3. As a platform that automates the process of listing products across multiple marketplaces, what do you believe is the future of multi-channel selling for small businesses in the fashion industry?

The secondhand market has always been incredibly fragmented, and with innovation and new market opportunities globally, that fragmentation is getting worse. Brands and more niche marketplaces are ever growing and building new ecosystems for consumers and professionals to buy and sell, so as a seller, there are more and more opportunities to juggle and explore. 

We believe we can be that single point of call for management, discovery and success across all these new platforms, unifying the process of secondhand selling.

 

4. What drives your commitment to helping small businesses expand their reach across different sales platforms, and how do you see automation playing a role in this process?

After hundreds of conversations with sellers of various levels, it became extremely obvious that listing was time consuming and stopping them from growing their business. With brands, certain tools allow them to build and scale fast, but as a smaller business selling hundreds or thousands of unique products, scaling is much more difficult. Automation, particularly in the listing and inventory syncing space, has the potential to not only help small businesses spend less time listing and more time on activities like sourcing and selling, but also explore new avenues and opportunities of growing their business. 

This is what inspires us to keep going every day. We want to watch these sellers thrive and get more products circulated in the community and diverted from waste.

 

5. What have been some of your most significant challenges in developing Shopfront, and how have you overcome them?

The technology building and journey hasn’t been easy. Omni-channel listing is one part of the equation but managing the delisting is equally, if not more challenging. Trying to build something so complex on the back-end into something simple and intuitive on the front-end so that it can be easily used by a wide audience has been something that we’ve constantly been focusing on as our north star.

In order to do this, we’ve relied heavily on our first batch of initial paying sellers who have been actively providing us with in depth feedback on their day-to-day experience using Shopfront. This has helped us polish and build the product with direct help from our core user base. 

 

6. What do you envision as the future of online retail, particularly for independent fashion sellers, and how is Shopfront helping to shape that future?

As online retail grows, so does the volume of missed returns, damaged goods, and items that need a second life. More people are buying online than ever, yet reselling remains complex, fragmented and time consuming. 

While we deeply value small businesses and will continue to serve and grow them, we see a huge opportunity in the everyday consumer, those who either don’t know how to sell or find it too much effort to get started. Shopfront aims to be the bridge that makes reselling simple, seamless, and second nature.

 

Discover more about Shopfront through their social media channels or official website.

International Women's Day Edition of Future Makers: Katrina Konstas EVP, Country Manager and Head of Sales APAC at Afterpay

Today, we spotlight Katrina Konstas, EVP, Country Manager, and Head of Sales APAC at Afterpay, whose inspiring journey and leadership are shaping the future of both fashion and fintech.

Join us as we dive into her experiences, insights, and the impact she’s making in the industry.

 

1. How did you get your first start in the industry? Was there a pivotal moment in your career that led you or pushed you to where you are today?

I started my career in marketing and my first real exposure to the fashion industry was when I was living in London working for global hotel group, Le Meridien Hotels & Resorts, where I led brand campaigns, including fashion shoots at our properties. 

I was constantly surrounded by the eclectic fashion-forward style that London had to offer, and it was at a time where you learnt the art of blending high-end fashion with street style; an approach I absolutely loved. When I returned to Australia I transitioned across to the dynamic fintech and payments industry and held several roles across the Asia-Pacific, predominantly focused on the merchant landscape in both large multi-nationals as well as start-up environments. I've been with Afterpay for over 5 years now, and it’s been an incredible opportunity and privilege for me to lead one of Australia’s first home-grown unicorns. 

There was a pivotal moment in my career where, after being in marketing for a number of years, I was offered a role in sales which I was initially very skeptical about. I was a marketer, not a salesperson! I was given some incredibly valuable advice from a mentor of mine that I would need to take risks in my career and make sure I pushed myself out of my comfort zone. So, I took the sales role, and as a result learnt so much more about the customer being right in front of them. I’ve never looked back and to this day always look to take risks in my career - and share this same advice with others! 

 

2. Are there any mentors or influential figures who played a key role in your leadership style? 

Throughout my career, I’ve been fortunate to have had incredible mentors and influential figures who have helped shape my leadership style. From my parents, the friends I have, and the amazing talent and team I am fortunate to be surrounded by. Leadership isn’t developed in isolation—it’s built through experiences, learning from others, and adapting to the ever-changing business landscape.

I’ve had incredible and inspiring leaders, I’ve also had terrible and lacklustre leaders. I’ve taken elements of what I have valued and admired in others and over time have woven this into my own leadership style. What holds true is that the key influences in my leadership have been the people and especially the mentors who encouraged me to take bold risks, keep it real, think strategically, and lead with a people-first mindset. 

As a leader, I believe mentorship is a two-way street. While I’ve benefited from the guidance of others, I also prioritise mentoring and empowering the next generation of leaders within Afterpay and the broader industry. Leadership is about continuous learning, and I’m grateful to be part of an ecosystem that fosters growth, innovation, and inclusivity.

I also draw inspiration from leaders who have been able to authentically connect with their people and who have championed diversity and inclusion, ensuring that leadership is not just about personal success but also about lifting others up. Creating a culture where diverse perspectives are valued and where emerging leaders—especially women in fintech and retail—are supported is something I am deeply passionate about.

 

3. What has been the biggest challenge you have faced on your journey, and how did you overcome it?

Throughout your career, challenges are inevitable, and as leaders, we constantly face unexpected curveballs. These can arise in managing the business, leading teams, or making tough decisions—especially when they impact people you genuinely care about, whose livelihoods are at stake. There will always be moments that disrupt plans, testing both resilience and leadership.

Over time you learn how to navigate the huge responsibility that comes with leadership, you build your own emotional resilience and learn how to make decisions in the face of uncertainty. You work out when to fight the good fight,but also when you need to bite the bullet and go along with the plan, regardless of whether you agree with it or not. 

At the end of the day, business is business and this balancing act is the hardest part of leadership. Staying true to your values, surrounding yourself with good people and advisors, and ensuring you keep your own mental health in check is key. 

 

4. Our industry is 76% female, however this is not the case at executive level. Do you believe the Australian fashion industry has evolved over the years, particularly in its support for women leaders? What can we all do to help change this statistic?

The Australian fashion industry has certainly evolved over the years, particularly in fostering creativity and celebrating women’s contributions. However, while women make up 76% of the industry’s workforce, this representation is not reflected at the executive level. Despite progress, barriers such as gender bias, lack of mentorship opportunities, and systemic challenges continue to limit women's access to leadership roles.

In recent years, we’ve seen positive strides with more female-led brands, women founders, and initiatives promoting diversity in leadership. However, there is still work to be done to ensure women not only have a seat at the table but also thrive in decision-making roles.

To drive meaningful change, we can:

While progress has been made, the fashion industry has the potential to lead by example in closing the gender gap at the executive level. By working together, we can ensure the future of Australian fashion is as inclusive and representative as the talent driving it.

 

5. What's one piece of advice you’d share with someone aiming to follow in your footsteps?

One piece of advice I’d share is to embrace the mindset of “ask for forgiveness, not permission.” In fast-moving industries like fintech and retail, waiting for approval can sometimes mean missed opportunities. The most impactful leaders are those who take initiative, make bold decisions, and aren’t afraid to challenge the status quo.

Of course, this doesn’t mean being reckless—it’s about having the confidence to trust your instincts, act decisively, and back yourself. Innovation happens when people push boundaries, test new ideas, and take calculated risks. Some of the best career moments come from stepping outside your comfort zone and making things happen, even before you have all the answers.

So, don’t hesitate. Be proactive, take ownership, and if something doesn’t go as planned, learn from it, adapt, and keep moving forward. The most successful people aren’t the ones who never make mistakes—they’re the ones who have the courage to try.

 

Keep an eye out for our final feature in celebration of International Women’s Day.

 

Workforce Needs: Have your say

Help Shape the Future of Fashion Jobs in Australia

The AFC is advocating for better policies to support the fashion and textiles industry—but we need your input. We need to be heard collectively as a sector on skills, especially if your business is struggling with skill shortages. Now is the time for us to speak up.

By completing our Workforce Shortage Poll, you’ll help us provide government decision-makers with real data on the hiring challenges businesses face. 

With this information, the government will have more real data on our sector and the AFC can advocate for:

✅ More skilled migration pathways:
Ensuring roles in fashion and textiles are recognised on the Skilled Occupation List, making it easier to access international talent.
✅ Funding for training and education:
Pushing for government-backed programs to upskill local workers and create a stronger talent pipeline.
✅ Workforce policy changes:
Influencing wage subsidies, employment incentives, and policies that make hiring and retaining skilled workers easier for your business.

Your insights will directly impact AFC’s ability to secure these changes. Don’t miss the chance to have your voice heard—Complete the poll below by 5pm Friday 7th March.

 

Key Takeaways and Updates on US Trade & Tariffs Policies

Find the key takeaways from ourUS Trade & Tariffs Webinar, in partnership with EY, and we’ll continue to update this page with any changes to the tariff policies.

Key takeaways from the webinar:

 

QUESTIONS FROM THE WEBINAR

Does the tariff on China imports include products from Australia but made in China? eg. Garments from Australian fashion brands, made in China or items that are handmade or handwoven?
Yes, generally speaking, the tariff applies to goods based on its Country of Origin, regardless of where the goods are shipped from. Country of Origin is usually dictated by the country where the most substantial transformation has occurred.

Simple ways of assembling a t-shirt in a third country as a final stage of the production process won't necessarily change the country of origin. 

If they're made in Australia or usually to get Australian origin, they'll usually need to be using yarn and fibre from Australia to be classified. It depends on the product. For leather goods, it may be different. It is important to be informed on the product specific requirements as these may differ depending on how your product is classified. 

 

Will this also apply to ecommerce items sold as digital products?
The tariff applies specifically to physical goods, not digital products. So, if you're selling and shipping physical items through an e-commerce platform, that’s fully covered. But if it’s a digital product being sold and delivered electronically, that may not fall under the same coverage.

 

Please can you advise if tariffs are still exempt for handmade items or items considered crochet and hand woven or have elements of these that make up more than 50%?
If these items, even if handmade or with woven elements, are substantially manufactured in China, they would still be subject to the applicable tariffs.

As stated in the recent executive order circulated over the weekend, the tariffs apply to all articles of Chinese origin. Therefore, regardless of whether the product is handmade or contains woven elements, if the majority of its production occurred in China, it would likely be subject to the tariffs. However, for precise guidance, it’s essential to refer to the specific rules of origin for that product. These rules will provide clearer insight into how the product’s composition and origin are determined under tariff regulations.

 

When does the China tariff come into place?
Yes, the China tariff comes into effect at 4 p.m. US time (12:01 a.m.AEDT, February 4th). It also impacts goods that were already in transit or on the water since 12:01 a.m. on February 1st, US time. As for any potential changes or engagement from the Chinese government, there’s no formal agreement yet. China has indicated they may initiate a WTO dispute settlement process, but such cases typically take years to resolve, so there is no immediate resolution expected.

 

Is it still possible to use the first sale price for the completed goods?
Yes, that's correct.

 

Has there been any talk of tariffs on goods produced in India?
There has been some discussion on tariffs on goods produced in India. The US currently has a trade deficit with India, which means the US imports more from India than it exports. The US does not have a free trade agreement (FTA) with India, therefore, there are already tariffs in place on goods traded between the two countries.

However, given the imbalance in the trade relationship, there is potential for tariff action under the terms of the US memorandum, which could be used to address this imbalance. While there’s no immediate confirmation of new tariffs specifically targeting Indian goods, the situation remains under review, and tariff actions could be taken if deemed necessary by the US Administration.

 

USEFUL RESOURCES: 

AFC’s Federal Budget Submission 2025-26

The Australian Fashion Council (AFC) has submitted its 2025-26 Federal Budget submission, urging the government to invest into Australia’s fashion and textile sector. This investment is critical to unlocking growth, supporting local jobs, and future-proofing the industry.

READ THE FULL SUBMISSION HERE.

OUR KEY RECOMMENDATIONS

The AFC has outlined strategic priorities across four key areas:

WHY THIS MATTERS

Australia’s fashion industry contributes $27.2 billion to the economy, exports over $7.2 billion annually, and employs 500,000 people – more than mining and utilities combined. Yet, we face supply chain pressures, skills shortages, and global competition.

These recommendations will help strengthen our industry, secure local jobs, and position Australia as a leader in ethical, sustainable, and innovative fashion.

TAKE ACTION

Jobs & Careers in the Australian Fashion & Textile Industry: January

Looking to advance your career in fashion and textiles? Explore these exciting job openings today.

Zimmermann: Designer - NSW
Apply Here. 

Zimmermann: Junior Designer - NSW
Apply Here. 

bassike: Store Manager - VIC
Apply Here.

bassike: Assistant Store Manager - NSW
Apply Here.

THE ICONIC: Commercial Analyst - NSW
Apply Here.

Future Makers: State of Escape Founders Brigitte MacGowan and Desley Maidment.

In this month’s Future Makers series, we’re thrilled to spotlight the co-founders of State of Escape, Brigitte MacGowan (Creative Director) and Desley Maidment (CEO). From their shared vision of creating luxurious, sustainable handbags, they’ve built a globally recognised Australian brand known for its minimalist designs and innovative approach to fashion.

Read on to learn about their journey from concept to creation, their commitment to sustainability, and the leadership strategies that have helped them carve out a unique place in the fashion industry. Their story is a testament to the power of collaboration, creativity, and resilience.

 

1. What was your first start in the industry and can you share your career journey? Was there a pivotal moment in your career that led you or pushed you to where you are today?

Brigitte: I was fortunate to work for graphic design and advertising agencies for the first 15 years of my career in both creative and account management roles. It was across a range of industries from fashion, corporate, education, broadcast and lifestyle which really honed my understating and power of great design and ‘brand’. This accumulated knowledge gave me the confidence to design a product, knowing that I had the skills to create a beautiful world in which our creations could live and thrive. The final pivotal moment was my introduction to Desley, and with her strong finance and business management skills we became two parts of the whole.

Desley:  After several years in London in the Finance space I found an opportunity to work in Fashion Recruitment back in Sydney where I spent almost a decade working with many local fashion companies both small and large supporting their own growth initiatives via sourcing talented individuals. Working in this capacity in the industry I was privy to many of the challenges and opportunities and changing ways of building a fashion company out of Australia.  

It gave me incredible insight and understanding across design, development, sourcing, production, retail/wholesale and marketing which has supported our ongoing approach and considerations as a business today.  2 key factors that led to the development of the State of Escape business came after having taken a break to start a family and increasingly desiring to re-enter the workforce. Additionally, a fortuitous introduction to Brigitte by a mutual friend.  Brigitte was living a parallel life to me and with a similar mindset and drive.  Her design/brand management background and my fashion/finance background provided the right mix for us to take the leap and begin our journey.

 

2. Are there any mentors or influential figures who played a key role in your leadership style?

Brigitte: There have been many, with diverse personalities and management styles. Some that created space for excellent work through positive encouragement and mentorship, and others who lead with sheer will. The most influential I’ve experienced create culture through empathy, positivity, and collaboration. It’s always a work in progress, constantly evaluating and listening to your team. If we all feel valued, and are working towards the same goal, then the magic can happen.

Desley:  I have been fortunate to have a variety of mentors from previous role across various industries who have all influenced and shaped me in positive, diverse ways; sharing their wisdom, advice and important measures for achieving your goals and working as part of a team, as well as the importance of showing strength in leadership and surrounding yourself with equally dynamic and driven individuals. Having multiple industry influences has continued to drive me to look at things differently and be open to how a business approaches change, develops teams and builds brands.

 

3. What has been the biggest challenge you have faced on your pathway, and how did you overcome it?

Brigitte: Sustainability has always been at the heart of our brand, last year proudly achieving B Corp status. The challenge is how we create a quality, evergreen product which is made in Australia in an industry that constantly demands newness and cheaper pricing. The immediate solution is just to say no, with the long-term goal of building a brand that puts all these values at the forefront of what we say and do.

Desley:  One of our greatest challenges has been continuing to be able to navigate our ever-changing marketplace.  Having a business that is export oriented and growing, has seen us navigate several changing ways of operating in markets with new tech, new structures and new channels to market.  Being able to partner with key groups ensuring we stay informed and make the most appropriate decisions for our brand specifically has been key to managing this and ensuring we can thrive in a fast moving, exciting, yet challenging global market.

 

4. Our industry is 76% female, however this is not the case at executive level. Do you believe the Australian fashion industry has evolved over the years, particularly in its support for women leaders? What can we all do to help change this statistic?

Brigitte: I do believe this will continue to increase if we lead by example. We have met and had the pleasure of working with many female executives in the Australian fashion industry, sharing knowledge and with the genuine desire for each other’s success. Embracing this sentiment is the key to change.  

Desley:  Yes, I do believe there has been significant progress in our industry, and believe all industry individuals who are passionate, like us, about this statistic will continue to support more women in leadership roles. I have faith and belief in the experienced and talented people who are supporting and driving this industry. Over the years we have seen many more women build and grow incredible fashion businesses, something Australia can be incredibly proud of and should inspire the generations to come.

 

5. What's one piece of advice you’d share with someone aiming to follow in your footsteps?

Brigitte: Differentiate. In a world of ‘sameness’ create your own vision.

Desley: If you can, find a partner/founder with whom you can have mutual trust, so you can build, drive, grow and share the load, the laughs and the wins. I know I couldn’t have done it alone.

 

Brigitte and Desley’s journey with State of Escape is a testament to the power of collaboration, resilience, and innovation. Their dedication to sustainability, leadership, and creativity continues to inspire the Australian fashion industry and beyond, paving the way for future generations of changemakers.

Keep an eye out to see who will be featured as next month’s Future Maker. 

 

Find out more about State of Escape.

 

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.

-ends- 

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

pthomas@ausfashioncouncil.com 

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5 Must Listen Australian Fashion Podcasts for your Summer Break

Whether you're lounging by the beach or enjoying some downtime at home, we've got you covered with 5 must-listen fashion podcasts.

From behind-the-scenes stories to industry insights and sustainability tips, these podcasts will keep you inspired all summer long.

🌟Wardrobe Crisis with Clare Press - Clare Press
WARDROBE CRISIS is a fashion podcast about sustainability, ethical fashion and making a difference in the world. Your host is author and journalist Clare Press, who was the first ever Vogue sustainability editor. Each week, we bring you insightful interviews from the global fashion change makers, industry insiders, activists, artists, designers and scientists who are shaping fashion's future.

Listen on Spotify Podcasts

🌟 Fashion Business Mindset podcast - Elizabeth Formosa
Fashion Business Mindset is your FROW seat to 'real' stories from Designers, Brands, Entrepreneurs, Makers & Mentors. Our mission? To increase the success rate in the Fashion Industry by creating a dynamic fashion business eco-system. Fashion Business Mindset provides industry insights and insider access to The Future of Fashion. Hosted & created by Elizabeth Formosa, the Founder of Fashion Equipped.

Listen on Spotify Podcasts.

🌟 Process the Podcast - Arielle Thomas
Process the podcast welcomes guests of all creative disciplines, bridging the gap between art and commerce as leaders in their lane. Host Arielle Thomas hopes you love these creative conversations with some of the most celebrated names in the Australian fashion, media, and design landscape, taking a dive into their unique processes to actualise their ideas.

Listen here.

🌟Critical Fashion Studies - Dr Harriet Richards & Critical Fashion Studies
We hear a lot about ethical fashion, but what does this mean in practice? In this interview series, you'll hear from Australian fashion experts about how sustainability and diversity are shaping our local fashion industry.

Listen on Spotify Podcasts.

🌟 The Seamless Leadership Podcast - Seamless Australia

Hosted by sustainable fashion expert Clare Press. Tune in to hear industry leaders and changemakers tell the story of what it takes to build a new circular system for clothing.

Listen here.

🌟 In Fashion Podcast - Glynis Traill-Nash
Glynis talks fashion craft, commerce and connection with leaders, innovators and insiders that make the fashion world turn.

Listen here.

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. 

-ends 

For further information contact: 

Prue-ellen Thomas 

Head of Marketing and Communications, AFC 

pthomas@ausfashioncouncil.com +61 439 882 788 

____ 

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. 

Future Makers: The Women Shaping Australian Fashion with the co-founder of bassike.

As the co-founder of bassike, Deborah Sams has redefined modern style with her timeless, sustainable designs. Loved worldwide for their understated luxury, bassike’s pieces have become wardrobe staples for fashion enthusiasts.

We were inspired by Deborah’s journey, her insights on leadership, and her perspective on the role of women leaders in the Australian fashion industry.

1. What was your first start in the industry and can you share your career journey?
I began my journey in the fashion industry by working in retail at Esprit and Marcs. I later transitioned to General Pants as a buyer, where I advanced in my career, built strong connections with peers, and gained valuable insights into the industry.

2. Was there a pivotal moment in your career that led you or pushed you to where you are today?
I was working for other brands and noticed a gap in the market for a minimal jersey line. This was the beginning of bassike, which was created to fill this void in the market. We wanted to create wardrobe essentials that were ethically and sustainably made in Australia from organic cotton. 

3. Are there any mentors or influential figures who played a key role in your leadership style?
Working with our CEO Billy Voss for over 14 years has really helped refine my style and has inspired me as a person and my leadership skills. 

 4. What has been the biggest challenge you have faced on your pathway, and how did you overcome it?
There have been many tough times and challenges along the way. I’ve been able to navigate and overcome these times and by leaning on my team and maintaining a clear focus on my work. 

 5. Our industry is 76% female, however this is not the case at executive level. Do you believe the Australian fashion industry has evolved over the years, particularly in its support for women leaders? What can we all do to help change this statistic?
We’ve been fortunate to have incredible female leaders pave the way in our industry. I believe that by supporting and encouraging the younger generation and other emerging female leaders, this positive movement will continue to grow. We can do this by ensuring women not only have a seat at the table, but also have a voice. It's essential to foster an environment and culture where women feel empowered to share their thoughts, present innovative ideas, and push boundaries.

 

Stay tuned for next month's Future Maker, featuring another trailblazer shaping the future of Australian fashion.

Find out more about bassike.

Have Your Say: The Future of Fashion Week

Following overwhelming encouragement from the industry, the AFC is taking the lead on evolving the future of Fashion Week in Australia. Our role is to listen and guide, and we want your voice at the table - the voices of both AFC members and non-members. 

SHARE YOUR VOICE HERE.

Please complete this survey by AEDT 11.59pm Wednesday 4th December, 2024.

As we plan for this transition, we’re conducting an industry-wide survey to understand your needs, priorities, and vision for an industry-led event. The survey results will also be reviewed independently from the AFC.

However, timelines are tight. So, while there are limitations on what can be implemented in this first year, your input will lay the foundation for a stronger and more impactful event in years to come.

This is our chance to design a future-focused event that aligns with industry, consumers and global markets. Your insights will inform how we approach planning to ensure this platform benefits all designers, brands, and the ecosystem of businesses across our sector.

SHARE YOUR VOICE HERE.

Please complete this survey by AEDT 11.59pm Wednesday 4th December, 2024.

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

____

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

Entering the US Market: A 6-part Webinar Series for AFC members on exporting to the USA

We are excited to invite you to AFC’s Entering the US online webinar series, supported by Investment NSW. This comprehensive series features six informative webinars designed to equip you with all the essential knowledge you need on exporting to the USA.

Open to all AFC members nationally, don’t miss this fantastic opportunity to gain insights from industry experts and international guest speakers, explore key strategies, and learn about the resources and tools available to support you in exporting to the USA across a range of topics including:

This weekly webinar series starts on 9am AEDT, Friday 25th October, 2024 and ends on 9am AEDT, Monday 29th November, 2024. Sign up once to register for all six webinars.

REGISTER HERE 

 

Remade in Melbourne: Country Road’s collaboration with HoMie

Country Road is excited to announce a new collaboration with HoMie, launched Tuesday 3 September. This partnership sees a limited run of iconic past-season Country Road garments reimagined into unique designs at local facility ABMT in Melbourne.

A streetwear label and social enterprise based in Melbourne, HoMie supports young people affected by homelessness or hardship.

Through its REBORN program, it is exploring reuse in the fashion industry by upcycling existing garments into unique pieces. Past-season Heritage Sweats have been reimagined through a unique process. After being sorted into size batches and colour groups, five different design blocks were chosen to cut and mix various panels like a puzzle to minimise waste.

For the logo, HoMie REBORN collaborated with illustrator Nick Campbell, with the brief and concept tagline “from the Country Road to the city streets”. A puff print ink was chosen to elevate the final design.

Speaking to this pilot collaboration, HoMie’s creative director, Marcus Crook, said:

“HoMie is thrilled to be partnering with one of Australia’s most loved and iconic brands in Country Road, so HoMie’s impact can stretch all the way from the Country Road to the city streets.

This limited-edition collection will feature 230 units. 

The sweats will be available in four select stores: Brighton, Chadstone, South Yarra, and Warringah Mall.

Shop HERE.

Media Release: AFC announces Jaana Quaintance-James as its new CEO

The Australian Fashion Council (AFC) is delighted to announce the appointment of Jaana Quaintance-James as its new Chief Executive Officer, commencing in the role today. 

A leader with a strong track record in commercial strategy delivering market advantage through sustainable practices and innovation, Ms Quaintance-James has dedicated her career to driving impactful change across the Fashion and Textile Industry both domestically and internationally. 

Ms Quaintance-James was most recently the Chief Sustainability and Sourcing Officer at Global Fashion Group which operates fashion and lifestyle eCommerce platforms in LATAM and South-East Asia including THE ICONIC in Australia and New Zealand. Prior to this she was Head of Sustainability at THE ICONIC and Ethical Sourcing Manager at David Jones, following a decade-long consulting career in consumer goods.

Marianne Perkovic, Chair of the AFC said, “Ms Quaintance-James joins us at a time when the Australian Fashion and Textile Industry is navigating challenges in the retail and trading environments at a local and global level, inflationary pressures, technology changes and shortages of skilled workers and materials.” 

“There was a high level of interest in this position. We were ultimately impressed by Ms Quaintance-James’ strategic leadership and strong financial, and operational skills. Her industry knowledge and drive for business transformations that improve profitability and sustainability will ensure our industry continues to thrive.”

Ms Quaintance-James said, “I am excited to champion and support our members as they manage change and innovate. Behind the incredible Australian fashion brands are businesses and their employees supported by consumers. Together we create opportunities to accomplish more and continue to grow the economic contributions of the Australian Fashion and Textile Industry”.

-ends-

FOR FURTHER INFORMATION AND INTERVIEWS
Prue-ellen Thomas, Head of Marketing and Communications, AFC
pthomas@ausfashioncouncil.com 

AFC Highlights from 2023: Guiding the Just Transformation of our Industry

As we approach the conclusion of yet another year, we're taking the time to pause and celebrate the milestones achieved for our industry, all made possible through the unwavering support of our dedicated AFC Members, Patrons, and Partners. Together, we're driving a transformative journey toward a socially, environmentally, and economically prosperous circular economy by 2030, aiming for Net Zero by 2050. 

Thank you to our AFC Members for being integral to this journey — Join us in reflecting on some of our favourite milestones that defined 2023:

Launched Seamless Design & Roadmap, Australia’s National Clothing Stewardship Scheme: The Hon. Tanya Plibersek MP, Minister of Environment and Water, launched the design and roadmap for Seamless - a plan to revolutionise how clothing is made, used, and recirculated in Australia, striving for clothing circularity by 2030.

Launched ‘Advancing a Creative Industries Precinct for Sydney’ Report: Collaborating with the University of Technology Sydney, Minister John Graham, the Powerhouse Museum, and TAFE NSW, the AFC launched a report into the potential of Tech Central's anchor institutions in fostering a dynamic innovation ecosystem. 

Continued Support for First Nations People and Reconciliation: The AFC collaborated with industry leaders, brands and changemakers to launch #FashionForYes, uniting individuals who are committed to acknowledging First Nations' perspectives.

Joined the CSIRO Chief Scientist Expert Advisory Group:  An opportunity to represent our industry and offer impartial, external guidance to CSIRO regarding the national challenges and opportunities within our sector.

Second Pilot for FashTech Lab: Supported by City of Sydney, AFC partnered with leading Australian fashion brands and tech partners for FashTech Lab's second pilot, achieving notable milestones:

National Reconstruction Fund Industry Working Group Seat: Secured a seat in the ‘National Reconstruction Fund Industry Working Group’ to enhance local manufacturing capabilities in the fashion and textiles industry, aligned with government priorities.

Participation in the 'Inquiry into Perceptions and Status of VET': Committed to skill-building and creating career pathways, we contributed to the inquiry, fostering growth within our industry.

Melanie Levis' Nomination for 'ITAB Board of Management': AFC member Melanie Levis of Cue accepted a nomination to represent AFC at Manufacturing Skills Australia's 'ITAB Board of Management,' contributing to the development of local manufacturing capabilities in NSW.

Engagement in Notable Speaking Opportunities: The AFC had the privilege of sharing insights at notable events including the Ethical Consumer Report Webinar hosted by Baptist World Aid and Be Slavery Free, the Circular Economy Show presented by the Ellen MacArthur Foundation, the Sustainable Fashion Roundtable at NSW Parliament House convened by the Hon. Dr. Sarah Kaine MLC, as well as Ragtrader Live, Global Sourcing Expo, International Apparel Federation’s (IAF) World Fashion Convention in Philadelphia, Circularity Live and more.

Not yet a member? Join us to unlock exclusive resources and events, connect with our professional network, and contribute to the future of a sustainable and innovative industry. The AFC is proud to contribute 5% of membership fees to the Indigenous Fashion Fund, launching in 2024.

AFC supports Yes with #FashionForYes

The Australian Fashion Council (AFC) proudly announces its unwavering support for the Voice to Parliament and launch of #FashionForYes, taking a decisive step towards fostering recognition for the Aboriginal and Torres Strait Islander peoples.

This campaign follows the ‘AFC Talks, Voice to Parliament’ event where AFC Director, Yatu Widders-Hunt hosted a panel of powerful Indigenous and industry voices: Rachel Perkins, filmmaker and Co-Chair of Australians for Indigenous Constitutional Recognition, Laura Thompson Founder of Clothing the Gaps, and Elle Roseby Managing Director of Country Road.  

The panel engaged in an open and courageous conversation on the meaning and purpose of the Uluru Statement from the Heart, as well as unpacking some of the noise behind the Voice and why fashion brands should find their voice in support of this historic moment.

PANEL'S CALL OUT TO INDUSTRY:

BE ACTIVE (Rachel)     BRING YOURSELVES TO THIS (Laura)    BE BRAVE (Elle)

OTHER KEY TAKEAWAYS FROM THE PANEL:

JOIN #FashionForYes

The AFC proudly supports the Yes campaign and will share a #FashionForYes toolkit for brands or individuals to use across eDM & Socials.

DOWNLOAD THE #FASHIONFORYES TOOLKIT

If you are creating your own communications, we encourage you to include #FashionForYes in your creative and/or captions for us to share and amplify. 

 

TOGETHER, WE CAN HELP MAKE HISTORY

This is our chance to ‘walk the talk’ and act on our industry’s commitment to diversity and inclusion.

 

BE ACTIVE. BRING YOURSELF TO THIS. BE BRAVE. 

#FashionForYes