AFC Australian Fashion Week presented by Shark Beauty was a celebration of Australia’s culture, creativity, and innovative designers crafting the future of Australian fashion.
From runway design to guest arrival, New Moon brought Australian Fashion Week 2025 to life across every touchpoint. Over five days, we transformed Sydney’s fashion precincts into a unified stage for cultural expression, industry evolution, and world-class creativity. Working alongside the Australian Fashion Council, Destination NSW, and global sponsors, we redefined what Fashion Week looks and feels like in this country—and delivered a blueprint for the future.
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○ CHALLENGE
Reimagine Australian Fashion Week as a culturally progressive, commercially effective event that set a new industry benchmark — inclusive, sustainable, and rooted in local storytelling, while delivering a seamless experience for all audiences.
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○ SOLUTION
We redefined Fashion Week from the ground up — reworking the precinct, streamlining the guest journey, redesigning the showrooms delivering five days of culturally-led shows with creative and technical precision. Partner brands were embedded naturally, and unified toolkits kept designers and media aligned from start to finish.
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○ RESULT
A bold, unified experience that blended storytelling, commerce, and culture. With 6,000+ guests, 18 runway shows, and 665+ looks, AFW 2025 set a new standard — backed by stakeholder praise, a DNSW sustainability framework, and a global livestream audience.
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○ CREATIVE DIRECTION & STORYTELLING
Our creative approach for 2025 centred on meaningful narrative over momentary hype. From the Welcome to Country to visual storytelling embedded in venue design, each element reflected the values of today’s industry—connection, representation, and authenticity.
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○ RUNWAY & TECHNICAL PRODUCTION
Across 18 shows, we led full technical production including lighting, audio, staging, crew management, and FOH/BOH logistics. Our team worked closely with each designer to ensure every look, lighting cue, and model call was executed with precision—on schedule and on brand.
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○ Spatial & Guest Experience Design
We reimagined the guest journey from the moment guests arrived. A new precinct layout improved movement, reduced congestion, and created seamless transitions between runways, pop-ups, and lounges. The VIP bar and arrival moment were redesigned to reflect luxury without pretension—elevated, photogenic, and easy to navigate.
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○ Partner & Sponsor Integration
We helped partners activate meaningfully within the AFW ecosystem. From Shark’s influencer lounge to DHL’s sustainable packaging station and eBay’s pre-loved showcase, each brand presence felt integrated—not imposed—on the fashion experience.