The Melbourne Fashion Festival has rebranded as the Australian Fashion Festival, shifting toward a national focus after 30 years.
The change shows the organization’s push to grow beyond Victoria and build a platform with wider industry and consumer appeal. The event, a long-standing part of Melbourne’s fashion calendar, will now operate under the new name while continuing to support local designers, stylists, and retailers.
Interim CEO Alexandra Smart stated the decision came from changes in how people interact with fashion. “The Australian fashion industry has changed,” she said. “The way consumers discover, buy, and engage with fashion has shifted. The opportunity now is to build on Melbourne’s foundation and create a platform with greater national relevance and stronger industry ties.”
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The festival’s leadership has also seen recent updates. Prue Mahar, formerly of REA Group and the Victorian Racing Club, joined as Executive Director earlier this year. Damien Woolnough-Reid, once fashion editor of The Age and The Sydney Morning Herald, now serves as Creative Director. Jana Pokorny, previously Fashion Director at Marie Claire, oversees fashion programming.
PayPal continues as a naming partner, alongside support from the Victorian Government and Visit Victoria. The rebrand is part of a larger strategy to turn the festival into a year-round platform rather than a single annual event.
The festival’s traditional February and March schedule will remain, featuring runways, panels, and exhibitions. However, the organization plans a more active calendar with events, retail partnerships, and designer collaborations throughout the year.
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Melbourne’s Royal Exhibition Building will likely stay the main venue, though no official decision has been announced. The building has long hosted runway shows, while its forecourt has become a center for street style and brand activations.
Accessibility will not change. Unlike Sydney’s Australian Fashion Week, which targets industry professionals with invitation-only and ticketed shows, the Australian Fashion Festival will keep its runway programs open to the public. Most events will remain available for purchase, ensuring fashion enthusiasts can attend.
Details about the 2025 program have not been released. Past events suggest the festival will continue to mix high-profile runway shows with support for new talent. The next chapter begins in February.