These are the four emerging designers to watch, according to Australian Fashion Week

Next in fashion.

While consumer appetite for young, contemporary Australian design talent is seemingly stronger than ever, forging a fresh path in fashion is no easy feat. It’s an industry that often favours those with an existing foot in the door, designers with valuable connections and experience. As part of Australian Fashion Week (AFW) 2024, the Next Gen program looks to level the playing field.

On March 1, IMG announced the four winners of this year’s Next Gen emerging designer program, presented by DHL. Established in 1996, Next Gen invites up-and-coming designers to submit a portfolio to be judged by a panel of experts. Previous alumni are a testament to the program’s ability to launch a fruitful career. Its winners have included Akira, Anna Quan, Bec + Bridge, Camilla and Marc and Sass & Bide, to name a few.

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“We’re excited to announce this year’s talented Next Gen winners who were selected for their pursuit of creativity and innovation,” said Natalie Xenita, President-Managing Director of IMG Fashion Events and Properties, Asia-Pacific. “The program creates opportunities for emerging designers to establish and scale their business through Australian Fashion Week’s global platform.”

The winners were determined by a panel of industry experts including Vogue Australia Fashion Features Director Alice Birrell, Song for the Mute designers Lyna Ty and Melvin Tanaya, GQ Deputy Editorial Director and British GQ Head of Editorial Content Adam Baidawi and Mob in Fashion founder Nathan McGuire, among others. The four designers will make their AFW debut on May 13 at the dedicated Next Gen runway show.

In addition to the runway show, the Next Gen prize also includes industry networking opportunities (including with AFW’s attending buyers) and valuable marketing, publicity, digital and social media support. Read on to find out more about the 2024 Next Gen winners, and stay tuned to see their winning collections at AFW in Sydney.

Amy Lawrance

Founded in 2020, Melbourne designer Amy Lawrence’s eponymous label is inspired by the spirit of dressing up. Her pieces showcase meticulous craftsmanship and thoughtful design, using un-dyed silk, organza and repurposed vintage materials. She focuses on minimal-waste creation, precise tailoring and thoughtful, feminine details.

@amychristinalawrance

Emily Watson

Worn by the likes of Bella Hadid, Suki Waterhouse and Kali Uchis, Emily Watson’s demi-couture and resort wear label is already a favourite among the fashion set. Her designs turn swimwear on its head with avant-garde shapes and playful details in ruffles, ties, cutouts and patchwork.

@emmmmilywatson

House of Campbell

Created in 2019 by Adelaide designer Abby Potter, House of Campbell creates joyful pieces by blending couture construction techniques with prêt-à-porter fashion. Abby’s designs are luxurious without ever being too serious – think tulle, lace, bows, vibrant colours and fun prints.

@house_of_campbell

Potirakis

Founded in 2021, Australian label Potirakis has a focus on performance and functionality, fusing effective military-grade garments with luxury clothing codes. The designs play with contrast, highlighting the “complexity between fine art and functionality”.

@potirakis

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