Everything we know about Australian Fashion Festival so far
words by daisy henry
Melbourne Fashion Festival has officially rebranded with a new national focus.
It’s official – after 30 years under the banner of Melbourne Fashion Festival (MFF), the organisation is entering a new chapter. Effective immediately, it will be known as Australian Fashion Festival, reflecting a broader, national ambition.
Born in Melbourne, the Festival has long been one of the most important and exciting dates in the local fashion calendar. Spanning runways, panels and exhibitions, it’s known for championing local designers, as well as stylists, retailers and creatives from all areas of the industry.
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As a long-standing media partner of MFF, Fashion Journal has led coverage surrounding its program, runways, events, as well as supporting its annual student designer showcase.
On both a symbolic and practical level, the rebrand is a turning point. It reflects a growing ambition to connect Australian fashion with consumer markets and give the event a national spotlight.
“After 30 years… this felt like the right moment to acknowledge both what the Festival has become, and where it needs to go next,” says Alexandra Smart, the Interim CEO and Board Member of Australian Fashion Festival.
“The Australian fashion industry has changed. The way consumers discover, engage with and buy fashion has changed. The opportunity now is to build on that Melbourne foundation and create a platform with greater national relevance, stronger industry connection and broader global potential.”
“We also have a responsibility to keep evolving with the industry and with audiences,” she adds. “Practically, it means broadening the Festival’s role. We see Australian Fashion Festival as a national consumer-facing platform for Australian fashion: one that creates greater visibility, stronger engagement and more commercial opportunity for designers, retailers and creative talent.”
PayPal will continue to be a naming partner of the event, alongside support from the Victorian Government and Visit Victoria.
The rebrand also comes alongside a change in its internal team. Earlier this year, the organisation appointed Prue Mahar (of REA Group and Victorian Racing Club) as Executive Director, Damien Woolnough-Reid (the former Fashion Editor of The Age and The Sydney Morning Herald) as its inaugural Creative Director and Jana Pokorny (the former Fashion Director of Marie Claire) as Head of Fashion Programming.
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When is Australian Fashion Festival?
In previous years, MFF has taken place in February and March, spanning roughly two weeks. This year, Australian Fashion Festival is expanding its remit. As well as a dedicated program of runways, panels and exhibitions in February, it has committed to a year-round calendar of festival programming, including events, retail partnerships, designer experiences and collaborations. Moving forward, the February and March program will still remain the major event on the Festival’s calendar.
Where will Australian Fashion Festival be held?
Attendees of MFF will know the event has long been synonymous with Carlton’s iconic Royal Exhibition Building. Utilising the indoor space for its runways, the outdoor forecourt is a bustling hub for street style and people watching, while experiencing various brand activations. It’s unclear at this stage what the changes will mean regarding locations, though we know Melbourne will remain its base.
Who can attend Australian Fashion Festival?
For 30 years, Melbourne Fashion Festival has made all of the runways in its annual two-week program open to the public, with tickets available for purchase. While Sydney’s Australian Fashion Week continues to be an industry-led program, consisting of a mix of invitation-only and ticketed events, Australian Fashion Festival’s sights remain set on offering a host of consumer experiences open to the public.
Stay up to date with Australian Fashion Festival here.
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