Instagram feeds have been flooded with #AFW, as the general public is locked out of the popular event for the first time.
The Australian Fashion Council is now running the event, and one of the major changes is that it is by invite-only.
Prior to this year, the general public could purchase tickets to various fashion shows throughout the week.
The priority of influencers attending the event has become apparent, with last year influencers posting to Instagram stories contributing up to $14.4m in public relation’s value, as reported by MVO.
Infographic by Emma Schloeffel, Source: MVO
Influencers are seated amongst industry professionals, publicists, buyers, and journalists, as they play a huge role in increasing designers’ online engagement.
A 2025 study has shown that 46 per cent of Australians have purchased an item after seeing an influencer promote it.
An Afterpay report in 2023 has shown 36 per cent of people have indicated that they are inspired by an influencer’s look on social media, and 24 per cent said they are inspired by street-style at the event.
The impact influencers have on brands is evident in comparing the analytics of Carla Zampetti’s 2024 Fashion Week.
Australian Fashion Trend Forecaster Brooke Brandt has observed how the online relationship between brands and consumers has changed the landscape of the fashion industry.
“I think we’re seeing a shift away from immediate product sales being the main goal. It’s more about brand building,” she said.
“They’re (designers) aiming to create a moment, to generate content, and to strengthen their brand identity.
“Social media plays a huge role in that.
“Once a strong brand presence is established, product sales tend to follow naturally, along with deeper loyalty from consumers.”
During Australian Fashion Week last year, MVO reported that there was a general 57 per cent increase in Instagram grid posts and 112 per cent increase in Instagram stories.
Source: MVO
While the presence of influencers at this event is often criticised, they remain a key marketing ploy for the business success of designers.
The invite-only industry invite has created some negative backlash.
“That’s created tension, as many people don’t see influencers as fitting into that ‘industry’ category,” Ms Brandt said.
The event wrapped up on May 16 with a show presented by Vogue Australia. ‘Vogue Vanguard’ was an array of collections by small Australian designers.
The growth of these emerging brands will be anticipated as content from the show continues to be released.