The Australian Fashion Council engages Bashful Group for Fashion Week 2025

Bashful Group has announced it has been engaged by the Australian Fashion Council (AFC) to collaborate on Fashion Week 2025: A reimagined Fashion Week By industry, for industry.

This partnership will leverage the expertise of Bashful Group’s agencies, SMILE and New Moon, to deliver an unforgettable event that celebrates the innovation and creativity of the Australian fashion industry.

CEO of Bashful Group, Simon Bookallil (above far right), will help guide the reimagining of Fashion Week for the new age, having been one of the founders and creative director of the event at its inception.

SMILE, led by Jade Ramsey-Elliot, will drive the strategy, creative, and digital ecosystem including social media, delivering an impactful new brand and marketing approach.

CEO of New Moon, Jack Bedwani, alongside Ema Wakeford, will redesign the overall event experience and manage all aspects of Event Production and Designer Relations, ensuring a seamless experience for all participants.

Says Bookallil: “Fashion Week has been a significant part of my professional journey, and I am honoured to be part of this cultural powerhouse again. Having played a role in establishing Australian Fashion Week alongside Simon Lock many years ago, it is a privilege to reconnect with this iconic event. Partnering with the industry body Australian Fashion Council presents an exciting opportunity to celebrate and showcase the exceptional talent within our fashion industry.”

Says Jaana Quaintance-James, CEO of the Australian Fashion Council: “The Australian Fashion Council is proud to partner with Bashful Group to redefine the future of Fashion Week 2025. Their proven leadership and expertise makes them an invaluable collaborator in our mission to champion the designers and innovators shaping the future of Australian fashion and its vibrant ecosystem. Together, we aim to deliver a world-class event that not only strengthens Australia’s position as a global leader in fashion, creativity and innovation, but showcases diversity, sustainability and fosters industry-wide collaboration.”

Fashion Week 2025 promises to be a landmark event. Bashful Group’s innovative approach ensures the history and culture of the premier platform shines, while also celebrating and advancing the Australian fashion industry.

Fashion Week 2025 will be the first year of a new era, returning to form as a leading cultural event; designed for trade but capturing the attention of consumers and meaningfully connecting with networks globally.

Photo credit: Sonny Vandevelde