If, like us, you have been following the news closely around IMG's recent announcement and plans to no longer support Australian Fashion Week after 20 years, you've also likely heard a three-letter acronym at the forefront of the conversation. The Australian Fashion Council, or AFC as it is more commonly known, is a not-for-profit body that is led by a desire to champion and advocate for a prosperous and creative Australian fashion and textiles industry.
It makes sense then, that the industry is rallying behind the body in support of an industry-led AFW, which could see a significant and transformational shift under new leadership. But before those decisions are made, it's worth understanding exactly how the AFC supports the Australian fashion and textile industry and the voice it hopes to provide for its members.
Below, all the questions you might have about the AFC – including its purpose, its many initiatives and how to become a member, in conversation with its head of marketing and communications, Prue-ellen Thomas.
Can you share a brief history of the AFC and its purpose?
The AFC has been around for over 70 years. It started as the Council of Textiles and Fashion and later merged with the Australian Fashion Chamber about 10-15 years ago. Today, we represent Australian brands and manufacturers, focusing on creativity, sustainability, and ethical production.
What does the AFC’s advocacy work look like on a day-to-day basis?
Every day is different, but a significant part of our work involves member engagement through events, monthly webinars, and forums to help service what our members do and foster growth and success. With these platforms, we really want to provide an opportunity for our community to come together to talk about strategy and projects of importance. We focus on four impact areas: local manufacturing, trade and export, jobs and skills, and sustainability and circularity. We provide education, networking opportunities, and resources to support our members.
How do you become a member of the AFC, and what’s the eligibility criteria?
Membership is open to Australian-owned businesses involved in clothing, textiles, accessories, and footwear production. Interested businesses can apply online, and we offer one-on-one consultations to discuss the benefits of membership.
The AFC runs some incredible programs. How have these initiatives impacted members and the industry?
Programs like the Seamless Product Stewardship Scheme and Fashion Tech Lab have had a significant impact. For instance, Fashion Tech Lab helped brands explore digital sampling, reducing textile waste, shipping costs, and carbon emissions. These initiatives create opportunities for businesses to innovate and adapt.
Where do you see the strongest interest or growth in the industry right now?
Export is a key area of opportunity. We aim to establish Australian fashion as world-renowned for creative, high-quality, and sustainable products. Programs like our export readiness initiatives help brands enter international markets like the USA and Hong Kong.
Has the AFC set any goals for 2025?
Our overarching goal is to strengthen Australian fashion’s global positioning as creative, high-quality, and responsible. We’re developing projects like an AFC Academy, an Australian Fashion Conference, and sustainability impact tools to achieve this.
What message does the AFC want to share about the Australian fashion industry?
It’s about supporting Australian brands and local manufacturing. By doing so, you’re supporting jobs, creativity, and an industry striving to be more sustainable and ethical. It’s vital to prioritise Australian-made products and brands.
