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