Melbourne Fashion Festival Enters A New Era As Australian Fashion Festival
new name, same heart
By Kiri Johnston | 30th July 2026After more than three decades as one of the country’s most celebrated style events, Melbourne Fashion Festival has officially unveiled a new identity, rebranding as Australian Fashion Festival.
The move marks a significant evolution for the festival, broadening its focus from a Melbourne-based event to a national platform that champions Australian fashion, creativity and industry year-round. While the name has changed, organisers are quick to reassure loyal attendees that Melbourne remains at the heart of the festival.
“Melbourne will always be our home. Australian fashion is our stage,” the festival announced.
Building on 30 years of runway shows, designer showcases and industry initiatives, Australian Fashion Festival will continue to spotlight established and emerging designers while expanding opportunities for retailers, makers, creatives, and fashion lovers across the country.
The refreshed identity reflects a broader ambition to celebrate Australia’s entire fashion ecosystem, creating stronger connections between designers, consumers, and industry while elevating local talent on both a national and global stage.
Broadening the horizons
The announcement comes as Australian fashion continues to gain international recognition, with homegrown labels increasingly making their mark on runways and retail floors around the world.
The festival says its next chapter will remain rooted in the elements that have made it a staple of Australia’s fashion calendar: live runway experiences, public events, creative collaborations and opportunities to discover the country’s most exciting design talent.
The rebrand also signals a shift towards a larger year-round presence, positioning Australian Fashion Festival as more than a single annual event, but an ongoing platform celebrating Australian design, innovation, and culture.
As the festival looks ahead, one thing remains unchanged: Melbourne will continue to host the event, while its vision expands to champion Australian fashion on a national scale.
Imagery: @melbfashionfestival
